6 Tips for Using Website Color Psychology to Increase Conversions

If you are just about to launch your online startup, then you must have been done your research about your niche market, right? But did you know that website color psychology is one of the primary factors that affect the buying pattern of your consumers?

Let me explain the effect of website color psychology with help of this infographic by Kissmetrics:

(Click on this infographic to enable a larger version)

website color psychology

using website color psychology to increase conversions

Image Credit: Blog.Kissmetrics.Com

This info-graphic manifests that 93% of people are attracted to the appearance of any product: the texture attracts 15% of people, while the sound and smell constitute only 1% of the overall audience.

Of this specific value, 85% of people have named color as the key factor in its appearance, while the other influencers make up the 15% of the total value.

This also establishes the role of color as a leading element in the buying pattern of consumers.

Considering the aforementioned intriguing case of website color psychology, here are six insightful tips on how colors can improve the conversion rate of your online business:

1. Remember the Color Theory

Though color theory is a diversified subject, I will stick to basics. When it comes to web design, you can break it into two parts:


Contrast is the degree of variation between two colors in terms of tone and intensity. Having a balanced contrast in your web design ensures better readability and user engagement.

Use of Complementary Colors

Complementary colors are a set of matching colors that look appealing in combination with each other. Even though you may find them at different ranges on the color wheel, they look great when they are placed against each other.

Having a balanced proportion of complimentary colors in your web design accentuates its beauty. This makes it look appealing to the eye, which engages your prospects and helps increase conversions.

2. Use Appropriate Colors in Key Areas of Your Website

While applying colors in your web design, you have to differentiate between the different sections of your website, for example:

  • Borders
  • Headlines
  • Pop-ups
  • Background Hues
  • Buttons, including the “Call To Action” or CTA button
  • Web Banners

All these sections serve a different role in a website and it is important to use the right type of color that can justify their place in the website.

3. Learn About the Different Colors

Every color has a particular character that defines its role in design. As a designer, you must understand the quality of individual colors so that you can use them to bring forth the beauty in a design.

Let’s have a look into the various colors and what they stand for:

  • Red is the color that exudes passion and excitement. It is known to incite inner temptations, making it a primary color of the food industry. For example, KFC, Hardees and Coca-Cola.
  • Black is known as the color of the elites. It is a symbol of power and elegance, making it a chosen color of exclusive brands. For example YSL, Channel and Armani Exchange.
  • Yellow is another intense color that can provoke your viewers. It is also perceived as a source of energy for its connection with sun rays. These two qualities make it the main color in the petroleum and food industry. For example, Shell and McDonald’s.
  • Green is a color that stands for well-being and prosperity. It is also closely associated with nature. For these attributes, it is primarily used in environmental-friendly organizations and the wildlife industry. For example, BP and Animal Planet.

You should also remember that different cultures perceive colors differently. Therefore, you should learn about how what colors are loved by people in different parts of the world.

4. Ensure a Ratio between Brightness and Contrast

One of the most influential factors that affect the mood of customers, and ultimately their purchasing decision, is the ratio between brightness and contrast. This can be a real factor that influences sales in your online business.

Therefore, you should go with the right brightness and contrast selection. The more you learn about colors, the more it will help you to keep your visitors on your website, which will increase your chances of conversions.

5. Keep the Gender Factor in Mind

This is another important facet of an appealing web design as it correlates to a high conversion rate on your website. As you explore the world of colors, you will find a gender difference.

Men tend to like strong colors, such as black, purples and green; while women prefer a combination of pastel and vivid colors, such as blue, green and purple.

So, if your online business is catering to both genders, you need to blend your colors accordingly on different landing pages.

6. Website Color Psychology: Pay Particular Attention to CTA Buttons

The CTAs are the buttons that trigger the conversions on your website, making them a very important part of your web design.

CTA buttons are placed tactically on a landing page to invoke the visitors to make a purchase. Therefore, it is important to highlight these buttons with bright colors that can catch the attention of your viewers; preferably orange or yellow.


Website color psychology is a major factor when it comes to designing your website. The right selection of colors can skyrocket the sales of your online business, while an inappropriate set of colors will do just the opposite.

Therefore, you should pay particular attention to the use of colors in your website to turn your visitors into clients and multiply the income of your online business.

Author Bio

Catherine Daisy is a Website Designer at UAE Assignment Writing. She has in-depth insights into colors and their application in web design. In addition, she also guides online businesses in establishing a solid online presence with appropriate design elements.

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