Colour has an enormous effect on our attitudes and emotions. I recently went to visit a friend who had painted her bedroom walls rose pink. I felt like I was instantly engulfed in a love bubble.
When we look at colour, a message gets sent to our brain which in turn ends up in the thyroid glands.
These glands signal the release of hormones, which create fluctuation in our behaviour, emotion and mood.
So, choosing the right colours for you brand, among other elements, can have huge impact on how your customers feel and what triggers them to make a purchase.
Colour is a major influencer is getting your audience to see what you want them to see, feel what you want them to feel, and to do what you want them to do.
In a study on colour in a peer-reviewed journal article, Satyendra Singh states that it takes just 90 seconds for a customer to form an opinion about a product. With 62-90% of that interaction being determined by the colour of the product.
Therefore, when you are using colour for your website, you have to use it in the right way.
Generally, women see more colours than men. They are more aware of slight colour differences within a colour range.
For instance, most men simply call the colour blue...blue. Women, on the other hand, see navy, teal, turquoise, and all sorts of types of blue.
Recent studies show that most females dislike earthy tones and have a preference for primary colours with tints. If you go onto sites whose target audience is female, you’ll find these female colour preferences affirmed.
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Men don’t like purple and orange.
If you’re marketing to men, the colours to stay away from are purple, orange. Instead, use black, blue and green. These colours are traditionally associated with masculinity.
There is lots of research about colours. Loads of sources state that the psychological effects of the colour blue bring a sense of calmness and trust. This is especially important when building relationships through your marketing.
Blue often is often used to create peaceful, tranquil and secure moods. (source)
Facebook and PayPal both use blue. For companies whose core values are transparency and trust, this is probably not an accident.
Black creates a tone of luxury and value if used in the right way. Too much black can be perceived as dark and evil.
Additional sources show that Black can also be associated with elegance, sophistication, and power, which is how luxury designers and high-end e-commerce sites want you to feel.
White is often forgotten because its primary use is as a background colour. Most well-designed websites today use plenty of white space in order to create a sense of freedom, spaciousness, and breathability.
Pink is a softer, less intense version of red that creates a sense of compassion and unconditional love. It tends to soothe rather than stimulates, making it a perfect colour for caring, understanding, and nurturing.
Overall, pink can be a great counter-option to the colour red when used appropriately.
The Internet is a colourful place, and there is a lot that can be accomplished by using colour in the right way, to create the right emotion that will attract the right audience for your brand.