Increased Website Conversions – How to Use the Psychology of Color

May 18, 2021

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Color is everywhere, and it’s all around us. It invokes emotions, and memories, and even affects our behavior. When used correctly, color influences our decisions and can make a world of difference to our business brand and online presence.

Color choice and favorites are a preference but using them to influence a call to action is brilliant psychology.

Psychological Effects of Color

Coloring psychology denotes the use of colors to influence perceptions and human behavior. It is a subtle appeal to the visual sense, which causes a reaction and can depend on your own beliefs and culture.

White is a good example, which is represented in some Western societies as purity and innocence. It symbolizes mourning in Eastern countries. We associate white with space, and it is a powerful background feature.

Blue is a calming, serene color of trust preferred by men. Used in many corporate brands, it promotes a sense of loyalty. We associate blue with open spaces, water, peace, and order.

Red and its variants are associated with warmth and danger. It creates a sense of urgency. Many fast-food chains use red because it stimulates the appetite. Because of its aggressive dominance, red enhances competitiveness and performance in sports.

two people kayaking in the ocean color blue

Green is environmental, associated with nature, money, and wealth. It stimulates harmony and a move to decisiveness. Many websites use green as their call to action button. Orange is cheerful, enabling the brain’s logical side to influence impulsive buyers.

Yellow is one of the friendly colors evoking laughter and sunshine. Accents of yellow bring energy to your designs and websites.

Yellow is also said to make babies cry and invoke nausea, danger, and anxiety, but is the first color children respond to. Purple is associated with royalty and respect, frequently used for beauty and anti-aging products.

Black is strong, luxurious, powerful, and stable, and said to target intelligence. Grey is timeless and neutral, but the lack of color is said to cause feelings of depression, old age, and death.

Colors That Increase Online Sales

The correct use of color in your marketing campaign and the website encourages action and emotion. These colors should influence user response and increase lead generation and sales conversions. Understanding color psychology can significantly boost your conversion rate.

red tulips and psychology of color

The best colors for website conversion include red, which is for power, making a statement, and grabbing attention. It’s a great marketing tool if used correctly.

Blue is trustworthy and corporate. For the best results, mix blue with complimentary, professional colors. If your target audience is young and female, then pink is the way to go.

Yellow commands attention and shows that you are confident in your brand, while green is pleasant and inviting, creating prosperity thoughts. Purple and black add drama and bring elegance to your website, but gold is even more prestigious, adding luxury and power. 

Orange is energy, and many prominent websites use orange for banners and limited-time offers to create a sense of urgency. Brown is earthy and said to have a lower conversion rate, but it can relax customers, gently leading them to the call to action button.

Yellow, orange, red, and green are suitable for the call-to-action buttons because they stand out. The brighter they are, the higher the conversion rate.

Using Color to Influence Customer-Buying Decisions

Logo and website colors will brand you, your content will define you, and your product will satisfy a want or need. You have 90 seconds to convert a prospective customer to a buyer on your landing page. Thus, inviting colors can influence them to choose your product over competitors and increase conversions.

Girl doing yoga with colourful background

The best background color for website conversion depends on your product and target audience. Different colors and schemes send other messages. Research color schemes from award-winning websites to get a great idea of how stunning designs work.

The right color scheme and memorable branding will escalate your conversion rate optimization (CRO.) Websites should typically have a three-color combination comprising a triad of good colors spaced across the color wheel, then matching secondary colors. But some top 100 brands only use one or two.

Neutral colors like black, white, and grey enhance your background and make other friendly colors and fonts stand out more.

A Designer’s Guide to Color

With 16.8 million colors to choose from, your palette is practically infinite. But getting them to work well together is a science in itself. An excellent tool for seeing what colors complement each other and work well together is the simple color wheel. It not only shows the relationship between colors but aids with the right scheme.

Bearing in mind that some colors have different meanings and associations in other cultures, countries, and regions, website designers have their work cut out. Fonts and colors impart an emotional tone, and making the combination work together is a skilled art.

girl in front of a colourful Ferris wheel

Then there’s the psychology behind colors and creating websites that convert. Studies have shown that color can influence a client’s buying decision by 60-80%, which means that the right shade can impact your brand and affect your sales.

Marketers and designers need to understand that color has power and influence. Integration across your whole website and logo results in more vital branding. Exploring the psychology of colors is essential to influence mood, reaction, and action in your target audience.

Color theory is a profound and complex subject. Being correctly informed on how it works can have a vast influence on gaining an edge in the competitive market we work in today. Color is a powerful force in our lives, it’s observable and natural, and in a design element, we must use it to our advantage.


The bottom line is the easiest way to pull buying customers to your website is to attract them with color and dazzle them with content.

About the author

Alex Lysak is the CEO of ScanTeam. He has been working in online marketing since 2011, his main areas of expertise are marketing research, social media marketing, and SEO. During his 9 years of experience, he has helped many products and startups to develop marketing strategies and to implement them further.
Alex Lysak

Alex Lysak

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