Using colors is a key element when creating a website because they can trigger in visitors certain feelings that will then lead them to keep browsing or to trust us and our products.

Colors convey different feelings and emotions: for this reason it’s important to know how to choose the right colors to correctly communicate our mission, our values, or any other information we want to provide to our potential customers.
Using colors is an art.

Packaging and the colors associated with a product have a very important influence on our purchase choice because they act decisively on our feelings and on the perception we have of a company or a product. Have you ever noticed?
Following the same principle, colors also have great importance within a website, which represents the virtual space where we introduce ourselves to our customers and show our strengths, our services and our products. When building a site or a single landing page it is therefore essential to choose colors very carefully, using those best suited to the emotions we want to express.

Colors evoke feelings, ideas, thoughts: when choosing the structure of a site, the web designer must clearly keep in mind what values the company wants to convey. Corporate identity is vital for business and colors play a winning card to become recognizable and express our strengths.

Many studies have confirmed the importance of colors in our decisions, especially when we deal with visual or physical elements, such as a website or a product.

It’s important that the web designer, when creating a web page, is aware of the different color associations that the various shades will trigger in customers. Visual stimuli have a strong influence on our mind and, for this reason, colors will be crucial in our online universe.

Let’s start with some coloring techniques and, above all, pairings that can improve navigation and push visitors toward some more important content:

- Contrast: choosing a light color and a cool one improves readability and draws attention.
- Complementation: using complementary colors can enhance each other and create an effective combination.
- Color vibration: the variation between warm colors or cool colors.

Our web designers generally recommend not using more than three colors: choose a main color, used for most of the site, a secondary color to pair with the first and a third contrasting color, to highlight only a few elements within the pages.

As with painters and their paintings, web designers too, before starting the creation of a website, must know which color best fits what they want to express or their type of business.

Let’s analyze together the colors you may or are already using on your website and find out what feelings they express.

Red
It’s the color of passion, linked to strong emotions both positive and negative (for this reason it must be used carefully), it encourages impulsiveness, it stands for movement and energy. It’s often used to indicate urgency, therefore emergency services (mechanics, plumbers, etc.), clearances, sales, or in the food sector, because it stimulates appetite.

Blue
A color that conveys calm and serenity, associated with the sea, used by those who want to communicate trust, seriousness and safety to their users or buyers, it boosts productivity. It’s often used in the medical field (dentists, etc.), technology, science, politics, real estate and finance.

Green
The color of hope, associated with serenity, health, fertility, money, growth and naturalness, it creates a balance between body and emotions that makes choices easier. It’s the color of the environment and nature, therefore linked to all activities dealing with that, as well as science and tourism. On the web it’s often used for call to action: buttons that encourage purchase or actions aimed at leads.

Yellow
The color that represents joy, optimism, creativity, cheerfulness. It must be used sparingly and with its different shades to convey a range of emotions: bright tones to indicate energy, mid shades comfort, more amber ones preciousness. On the web it’s used for cultural and children’s sectors (because it’s the first color newborns react to).

Orange
It conveys enthusiasm, warmth and energy and is often associated with the earth. It’s also used in buy-invite buttons, because it strongly draws attention from e-commerce customers. It’s often linked to car, technology and entertainment websites.

Purple
A color that represents royalty, wisdom and respect, used to convey prestige. It stimulates problem-solving areas and creativity and is used for beauty companies, beauty centers and spas, for quality products and creative businesses.

Black
A color of luxury and elegance, on the web used for fashion or law firms or to highlight products of high importance, it can also recall mourning and the occult, so it must be balanced. It’s also used to emphasize blocks of text without hindering readability; don’t overuse it.

Gray
A neutral and professional color, be careful with its use as it could convey sadness; it’s a soft color that doesn’t draw attention. Often related to old age and used for elderly care companies. Skillfully paired, it can suggest modernity.

White
Purity and innocence, it’s often used on the web paired with other colors, it conveys safety and clarity. It’s widely used in medical, health, technology, science and fashion, but paired the right way it can be used in every sector.

Using colors and, above all, choosing what suits us best is not always immediate and simple. From one shade to another, perceptions, emotions and above all users’ choices change. In these cases it can be very helpful to rely on the opinion of a designer, a professional who knows how to communicate and convey company values in the best way and who leads potential customers to a desired action.

Our Experience Team offers its professionalism and experience - also in color psychology - to communicate your business the right way: they won’t deal only with your site’s colors but with every detail of your online identity. To request a consultation with our Experience Team click here.