7 colours that have a psychological impact on sales and conversions

It’s no mystery that color has an impact on how we perceive things. Just think back to your favorite color growing up. You didn’t, and you still might not understand why it’s your favorite color. But that color, above all the other wavelengths our eyes can see, is your undisputed favorite.

Since we can all agree that color has power, let’s look at 7 colors that impact the way we perceive content, especially on e-commerce sites.

1. Pink: feminine, strongly associated with breast cancer awareness

Pink is definitely feminine and can be a fun color (in moderation). Many consumers associate the color pink with the push to stamp out Breast Cancer. For example, the Pink Ribbon is a permanent fixture of Breast Cancer Awareness month. In many states you can get a license plate with a pink ribbon, symbolizing the driver’s donation to breast cancer research.

Pink has also been engrained into advertisements and product-lines geared towards young women. If your site and products fall into that demo, then the tasteful use of pink is highly recommended.

2. Orange: energetic and modern

If you want to redesign or amp your website and give it a modern feel, orange is a great color choice. Viewing a template with some orange strategically placed can give your audience a sense of energy and vigor. Your site will absolutely stand out from the crowd. Just avoid using too much orange; hazard cones and work signs are all-orange for a reason: they’re obnoxiously loud and grab attention.

Orange is a popular choice with sports teams and athletes as it holds the attention of fans in even the noisiest of environments. Your site can definitely stand out with the help of orange elements in your template.

3. Red: powerful and royal

The right hue of red on a website can convey power and charisma. Red is definitely loud, but it’s warm and tastefully sensational. Chances are, if you saw a woman walking down the street with a red purse, you’d be much more likely to take notice. After all, how many red purses do you see? It takes some confidence to pull that off; especially if it’s a brighter red.

A dark red is sometimes associated with the Roman Empire and other powerful organizations. Use red to broadcast a message of confident power.

4. Green: environmentally friendly and comfortable

Green is most often associated with nature. Maybe you envision a big front lawn, freshly cut on a beautiful summer day. Or, you might be taking a quick walk through the woods. No matter where your mind wanders, if you’re looking at green, it’s likely going to lead you back to peaceful and relaxing memories.

Green is also closely associated with environmental responsibility. If your products help consumers use less and recycle more, then green is a great compliment to your site’s template.

5. Black: standard and functional

There isn’t much that’s exciting about the color black on its own. We use it every day in fonts and formal communication. It’s a default in our daily lives. However, when you pair black with another color (like orange or green), you can create an exciting contrasting effect that amps the energy of a page or image. For example, one of the most popular themes for Microsoft Office is a “dark theme” that transitions the entire workspace into a darker, more modern interface.

6. Purple: regal and sophisticated

Purple is a great color to use when you want to give clients a feeling of sophistication and quality. Purple’s long history as a highly sought-after color for royal clothing has given it a powerful context. If your goal is to sell customers a sophisticated, high-quality product or service, purple may be your template’s new best friend (in tasteful moderation).

7. Blue: cool and relaxing

There’s nothing like heading to the beach and watching the blue and white waves crash against the shoreline. If your website needs to convey a cool, relaxed feeling to your visitors, then blue is an excellent choice.

It’s casual, fun and relaxing in lighter tones. Darker tones of blue can convey a more professional, formal atmosphere. With blue, tone is important. Fun vs. formal; relaxing vs. serious business.

With the right color, your template can speak to your customers on an emotional level

Reading text on a screen is boring. Our emotions demand constant stimulation, and color is the perfect medium to deliver that stimulation. Whether it’s the bold, powerful message that red brings with it, or the cool, laid-back vibes of a light-blue; color is the perfect complement to a great website.

Use tools like Adobe’s interactive, online color-wheel to identify complimentary colors and design color templates for your site. One color alone can create a message, but colors working together are the key to creating a lasting, positive impact.

Feature image: Tom Newby via Flickr