Choose The Right Colour for Your Website
Expertise, International, Fast
Your online partner for success
When you’re designing your first website, you’ll probably consider things like the page layout, the copy, and how your customers are able to buy products or convert. But also don't forget the importance of colours on your site. Not only do they have a powerful impact on how people view and receive your brand, they can also make your visitors behave in specific ways. So how, exactly, does colour influence these effects, and how can you use this to your advantage?
Most brands have one dominant colour that takes precedence, giving users a familiar feeling when they see it, and breeding brand loyalty in the process. For example, think about the dark blue associated with Facebook or the bright red associated with Coca-Cola. You’d be able to recognize these colours, and notice if they were off even by a shade; that’s because these are the dominant colours in each respective brand. Similarly, you’ll need to decide on one dominant colour to be on prominent display throughout your site. If you already have a logo, you can use it as a basis for your development.
Industry and Audience
Some industries have specific colour palettes that represent them; for example, you’ll often see green colours in businesses related to the financial industry (supposed to instil trust), and reds and yellows in fast food restaurants (the colour combination is supposed to make people hungry).
In some cases, adhering to audience expectations and the norms of your industry is a good thing; you’ll immediately give customers the right vibe, and you’ll set an expectation for the interactions they can expect.
On the other hand, you might want to break away from industry expectations and the standards that have been set before you. The problem with singular colours that come to dominate an industry is that most brands using those colours end up looking the same. If you want to continue winning business and attracting new people, you’ll need to differentiate yourself—and that means selecting colours that are unconventional for your industry. You’ll need to be careful here, because playing too far off type can be alarming more than novel.
Colour and Conversion Rates
There have been many studies attempting to discover the relationship between onsite colours and conversion rates, but the results have been mixed. Some studies find that certain colours perform better than others; for example, colouring a button red might increase your conversion rate a few percentage points over a similar green button. Overall, however, there’s no clear trend.
Instead, colours seem to influence conversion rates based on how visible they are. Bright, bold colours that stand out from the surroundings but still fit the brand and make the text readable are ideal.
As you design your website, don’t neglect the powerful effects that the right colours can offer. If you’re new to the process, consider working with a professional designer. Even small changes in brightness and shade can influence a change, so make your decisions thoughtfully.