"About 62-90% of a consumer's first impression of a product comes from colour alone." - Journal of the Academy of Marketing Science
Why are colours important for your website?
Colours are not just a cosmetic matter. They are one of the most powerful tools for creating a first impression, since colour is one of the first things a user notices. In addition to a strong first impression, colours can effectively guide the user's actions and subconsciously communicate the brand's values.
"39% of people say that colour is the single most important visual element on a website." - Small Business Trends/KoMarketing
Colour psychology, what does your brand's colour communicate?
Colours affect different people in different ways, but there is a general consensus on how people react to colours:
- Blue Trust, security, professionalism
- Green Growth, health, stability, nature
- Red Speed, urgency, passion
- Black Sophistication, formality, value
- Yellow Optimism, warning, energy
- Purple Luxury, creativity, magic
- White Purity, simplicity, minimalism
Blue has won by a landslide in surveys time and again. It communicates professionalism and security, which is also why the police wear blue.
A practical guide, how to choose a harmonious colour palette?
The basics of colour harmony
- Monochromatic You use only one colour and its different shades. The safest and most restrained choice.
- Analogous You take 2-3 neighbouring colours from next to your main colour on the colour wheel. Naturally harmonious.
- Complementary (opposite colours) The colour opposite your main colour on the wheel. These create the highest contrast and are especially well suited to CTA buttons.
You can start creating your colour palette with free tools such as Adobe Color Wheel and Color Hunt.
The significance of shade differences
- Adjusting saturation Higher saturation brings more energy, lower saturation is more calming.
- Adjusting brightness Darker colours create a more valuable atmosphere, lighter ones a lighter feel.
How to turn colours into euros?
The colour of CTA buttons must shout to the user: "Click here!" In an A/B test by Hubspot and Dmix, red buttons beat green buttons in conversion by as much as 21%.
The conclusion of the test was not that red is the best colour for buttons, but that contrast is king. High-visibility vests are not yellow by accident, and fire extinguishers are not red just for fun.
Remember accessibility
Use sufficient contrast between text and background. Readability always beats beauty. Check the WCAG requirements. Use white space to create room between elements and to guide visitors' attention toward the important things.