Choosing the right color for a website is an important, some call it integral, decision. While it’s tempting to simply select personal favorites, the palette you choose can directly impact the trust customers place in it. From psychological impulses and behaviors to simple aesthetic judgments, your color design says more about your brand personality than you might think.
Colors are so ingrained in our everyday lives, and have played such a major role in our collective upbringing, that it’s nearly impossible to separate our perceptions of any specific color from the color itself. Marketers are uniquely familiar with this idea. In fact, studies by KISSmetrics show that “42% of shoppers form an opinion of a website based on its design, including color scheme…[and that] 52% of shoppers do not visit a website again if they don’t like its aesthetics.”
So which colors should be used to create the optimal website? Well, that depends on what you’re going for, what your mission is, and what kind of personality you’d like to portray. Let’s consider Blue, Green and Orange.
You’d be secure if you chose blue for your site. You can’t really go wrong with it. It’s aesthetically pleasing and psychologically inviting. As a plus, blue is even associated with trustworthiness and reliability. When we think blue, we think of the sky – boundless opportunity and natural beauty. With this in mind, it’s no surprise that many banks and insurance companies choose a blue design. All major social media channels revolve around a blue color scheme, too — think Facebook, LinkedIn, Twitter.
Interestingly, and perhaps not surprisingly, blue is also many peoples’ favorite color (57% of men say blue is their favorite hue, while 35% of women say the same). That’s leaps and bounds ahead of the next choice for favorite color — green for men, purple for women.
It’s impossible to disassociate the color green from thoughts of plants, and therefore growth. It’s a natural hue with other organic connotations like vibrancy, health and renewal. Not as safe a bet as blue, green is still a great choice for consumer brands that would like to portray themselves as proprietors of freshness and wellness.
For obvious reasons, people generally associate orange with danger — traffic cones, hunters’ vests, reflectors. But it’s also known to play to an individual’s sense of adventure and risk. There’s also a natural excitement to the color orange, so brands use it to reach those personalities intrigued by such a thrill-seeking lifestyle. Think Harley Davidson.
On the other hand, in a study done by Hallock, men and women chose orange as the “cheapest”-looking color. So if you think orange is the color for you, use it wisely and be sure it’s done right — otherwise you could scare customers away, turning them off immediately.