Website Color Theory: Make Color Palettes Work for Your Brand

In the world of website color theory, palettes generate more of an impact than many people presume. Certain colors give off different vibes to consumers. For example, orange tends to be friendly, red more bold, yellow optimistic, and blue trustworthy. So, how does this impact how brands express themselves online?

By using certain combinations of colors, businesses can evoke desired emotions in site visitors. In fact, these emotions range from feelings of happiness, fear, and the ever-so-powerful nostalgia.

What is Color Theory?

The reason this is possible is using the half art, half science that is known as ‘color theory’. Notably, this explains how humans interpret color and the effects of color when matched with other colors.

Similarly, website color theory interweaves the psychological impacts on palettes into a brand’s online headquarters. Using a simple color wheel, we can build different color combinations—analogous, monochromatic, triadic, complementary, etc.—that have different impacts on our brain.

How Marketers Incorporate Website Color Theory

The most obvious way that brands can utilize website color theory is through strong branding. Different companies need their logo and branding to achieve different things.

For example, a bank needs to instill trust and security, foods want to convey health, and hotels want to appear welcoming. Depending on your product and industry, different colors can help you instill these feelings in potential customers, and a combination of colors can achieve great things by combining the best of two or more.

This is evident in everything a brand does: logos, marketing materials, advertisements, and, maybe more importantly, their website which acts as your digital welcome center. As soon as a visitor clicks onto your page, the colors and branding make an immediate impact. The right colors, used in the right places, can put your customers in your preferred frame of mind that increases the chances that they take desired actions.

The Science Behind Website Color Theory and Conversions

Statistically, website color theory has a proven connection to purchasing urges. According to research by COLORCOM, 92.6% of people put visual factors as the most important in purchasing products and 62% to 90% or purchasing decisions are based on the chemical reactions that colors create in your brain.

How you use colors in your branding, specifically on your website, is critically important for businesses to create strong first impressions, illicit desired emotion, and boost conversions and sales by using the simple science of the color theory.

To redefine your website’s color palette, schedule an Intro Conversation with the digital advertising and branding specialists at Rizzo Young Marketing.