Color psychology for websites: your guide for better conversions 

Key Takeaways: 

  • Learn how to strategically use colors to influence user behavior and conversions. 
  • Cultural and accessibility considerations are essential in picking out the right colors for your website. 
  • Tools and resources make designing with colors a lot easier. 

Ever wondered why some websites easily attract you while others leave you uninterested? The secret to this often lies in color psychology – a subtle yet powerful tool that can define your website’s long-term success. It involves several factors that need consideration. 

This blog will help you discover the principles of color psychology, and help you choose the right set of colors for your website that will resonate with your brand values and encourage engagement from your customers. 

What is color psychology for websites, and why does it matter?

Color psychology is the study of color as an effective determinant of human behavior and decision-making. In the business world, one of the most significant indicators of optimal website performance is conversions. These might be digital goals such as newsletter registrations, even sign-ups, or resources downloaded. But, of course, the biggest goal is to have a product or service purchased.  

So, how does color affect these? Everything. 

The right color palette does more than improving your website’s attractiveness – it builds trust, encourages interaction, and creates a “silent language” that speaks directly to your visitor’s subconscious. 

The impact of colors on web design success  

Colors don’t only make your website look good. According to studies, certain colors evoke specific emotions or feelings. According to C&I Studios, up to 90% of an initial impression about a product is based on color alone. In comparison, 85% of consumers say that color is the prime influencer in their purchase decisions. This only shows that the power and importance of choosing the right color is beyond aesthetics. 

By choosing the right colors, your website can:  

  • Enhance your brand’s personality and recognition. 
  • Encourage emotional connections with your visitors.  
  • Drive sales by influencing user behavior subconsciously. 

By understanding how different emotions influence user behavior, you can evoke emotions strategically to create websites that captivate and engage your audience. 

How colors influence user behavior online 

Website color psychology is an application of psychological principles in choosing the ideal color combination for websites. It focuses on understanding how colors can influence user’s emotions, behaviors, and perceptions while interacting with your website. 

The knowledge collected will then be used to create more visually appealing and emotionally resonant designs, enhancing user engagement and creating more effective user experiences. 

Here are the key factors in how website color psychology works: 

Conversion rates 

Color significantly influences your user experience and conversation rates. Here’s how: 

  • First impressions. According to a famous saying, “You never get a second chance to make a first impression.” Within seconds of landing on your website, visitors already form an impression based on visual elements, which include color. By understanding color associations, you can strategically choose a color palette that matches your brand’s values and potential customers.  
  • Emotional connection. The right palette can encourage positive emotions that foster trust among your visitors, leading them to engage with your content. In contrast, a clashing color scheme feels out of place, which can create a negative emotional response. 
  • Actionable decisions. As mentioned, studies have shown that color is the prime influencer for purchasing decisions. For example, warm colors like red and orange stimulate customers to impulse purchases. On the other hand, cooler colors like blue promote calmness that encourages customers to have thoughtful consideration before making a purchase.  

Bounce rates 

Correct and effective color combinations also affect bounce rates. Unattractive or poorly chosen colors can deter visitors, which can cause higher bounce rates and lost opportunities. 

Time spent on site 

Applying the perfect and engaging color schemes can attract your visitors to check and stay on your website further, which increases the time they spend on each page.  

Factors to consider when choosing website colors 

Picking out the right color palette for your website is a combination of both art and science. It demands the right balance of aesthetics, branding, and functionality to create a seamless experience for your visitors. 

Below is a checklist that will guide you through the key factors to consider while ensuring your color choices align with your business goals and audience expectations: 

1. Define your brand 

First things first. You need to define your brand’s core values and aspirations. Website colors directly affect brand perception. Aligning color choices with your brand’s values and target audience helps you create a consistent and impactful online presence.  

Aside from defining your brand, you also need to: 

  • Clarify brand values, aspirations, and target audience demographics. 
  • Understand your target audience’s cultural background and preferences. 
  • Define your brand’s personality (e.g., playful, sophisticated). 
  • Analyze competitor color schemes to differentiate your brand. 

2. Research about color psychology and meaning 

As mentioned, colors evoke specific feelings, which is why understanding the emotions linked to different colors can guide you into choosing the winning color combination for your website. Choosing the colors that align perfectly with your brand and intended audience can help you create a more engaging and impactful online experience. 

Here’s a breakdown of common colors and their psychological effects:  

Color wheel primary colors 

Color Meaning Best use 
Red Web designers often use this for call-to-action buttons and to highlight important information. Web designers often use this for call-to-action buttons, and in highlighting important information. 
Blue This color reflects trust, security, and reliability. Yellow is ideal for highlighting specific elements or adding a touch of brightness to your website.  
Yellow Because of its bright hue, yellow exudes optimism, energy, and caution. Yellow is ideal in highlighting specific elements or adding a touch of brightness to your website.  

Color wheel secondary colors 

Color Meaning Best use 
Green People mostly associate this with growth, health, and sustainability. Most businesses related to eco-friendly products and wellness brands use this color in promoting their products and services.  
Blue Orange demonstrates enthusiasm, creativity, and excitement. Web designers often use this color to create a sense of urgency or fun.  
Yellow Often associated with royalty, luxury, and creativity. Purple is often used by high-end brands and creative industries in showcasing their products and services. 

Color wheel tertiary colors 

Color Meaning Best use 
Brown Brown indicates reliability, stability, and earthiness – a color that can be used to create a sense of warmth, or nostalgia. Most real estate websites, construction companies, rustic, or vintage brands use this color in communicating with their audience.  
Pink Associations and different feminine movements use this color as it demonstrates compassion, love, and femininity. In addition, web designers use pink to create a sense of warmth and tenderness. Aside from health and women’s organizations, businesses that sell beauty and children products, and feminine products use this color in creating their unique brand identity.  

Neutral colors 

Color Meaning Best use 
Black As we often see in movies, black is commonly associated with sophistication, luxury, and power. High-end brands such as Chanel, Gucci, and Prada, use black in showcasing their products with a touch of sophistication and elegance.  
White This color is mostly associated with cleanliness, purity, and simplicity.  Most minimalist designers and healthcare websites use white because it can easily go with other bolder colors, creating a sense of openness.  
Gray This color creates a sense of professionalism and reliability, as it brings neutrality, balance, and formality.  Gray brings the right balance of black and white. Corporate websites and financial institutions use this color because of the professionalism and reliability it exudes. 

Cultural nuances in color psychology 

If you’re targeting a specific location for your business, understanding the cultural differences in color perception is also needed. 

Here are some examples of color perceptions from other countries: 

Color Meaning in other cultures Practical tip 
White For most Western countries, white signifies purity and cleanliness. However, in some parts of Asia, white represents mourning and grief. If you’re targeting an international audience, avoid making white your dominant color in regions where it signifies mourning unless it aligns with your brand values.  
Red This color is commonly used in China to signify celebrations: New Year, weddings, and other festivities. Red symbolizes good luck and fortune and wards off evil spirits. In contrast, red is strongly associated with danger in Western cultures as it symbolizes blood and fire.  Consider using green if you’re handling an environmental or wellness brand in Western markets. However, you need to conduct research on its symbolic meaning in specific regions before implementing it.  
Green In the US, green is associated with various things, including nature and environment, prosperity, health, and healing. However, in some Western cultures, green signifies jealousy, envy, and lack of experience.  Consider using green in if you’re handling an environmental or wellness brand in Western markets. However, you need to conduct research on its symbolic meaning in specific regions before implementing it.  
Black In Western culture, black represents sophistication, luxury, and power. However, black signifies mourning or loss in some African cultures.  You can strategically use black by pairing it with brighter accent colors if you’re eyeing diverse regions.  
Blue Globally, blue is seen as a positive color as it represents trust, stability, and reliability. In contrast, blue is associated with protection against the “evil eye” and is usually considered a lucky color in the Middle East.  Blue is an effective choice for financial, healthcare, and corporate websites that cater to a global audience.  
Yellow Yellow has different symbolism across various countries. For Western culture, it represents optimism, energy, and caution.  You can use yellow for accents or highlights, but make sure it aligns with the cultural background of your target audience.  

3. Color combinations 

Effective website color selection requires you to understand color combinations. Color theory guides the use of complementary, analogous, and monochromatic schemes for visual harmony and conveying specific messages to your audience. This ensures readability, avoids visual fatigue, and maintains brand consistency across your online presence. 

Here are some of the basic color assortments you can apply for your website: 

Complementary colors 

Complementary colors are located opposite of each other in the color wheel. They create high contrast and can be visually striking.  

  • Psychological impact. Complementary colors can easily grab attention, evoke strong emotions, and create a sense of excitement and drama.  
  • Effective use. They can be used to strategically highlight specific elements in your website, such as call to action button or a key piece of content.  

Analogous colors 

Analogous colors are located next to each other in the color wheel. They create a sense of harmony and tranquility.  

  • Psychological impact. Since analogous colors exude a sense of harmony, they bring soothing and calming effects which create a sense of unity and cohesion.  
  • Effective use. Analogous colors are effective in creating a cohesive and visually appealing web design that is soothing to the eyes.  

Triadic colors 

These colors are equally spaced on the color wheel. Triadic colors create a vibrant and dynamic look for your website.  

  • Psychological impact. Triadic colors can be visually stimulating and attention-grabbing. However, they can also be overwhelming if not used correctly.  
  • Effective use. Use triadic colors sparingly to create a focal point or accent color on your website.  

Monochromatic colors 

These colors have different shades, tints, and tones of the same hue. Monochromatic colors build a tone of sophistication and elegance.  

  • Psychological impact. Monochromatic colors create a calming effect on the eyes which gives viewers a sense of unity and consistency.  
  • Effective use. Use monochromatic colors to create a clean, minimalist, and professional look for your website.  

4. Website goals and user experience 

Website colors must align with your goals and enhance user experience. They should guide user navigation, improve readability, and create a positive and engaging experience while supporting your website’s objectives (e.g., conversions and brand awareness). 

You can apply different colors for CTAs, promoting trust and security, and improving readability and accessibility. To successfully do this, you need to effectively use the color guides to grab your audience’s attention and create visual interest.  

5. Consistency and implementation 

Lastly, always remember that consistent color use strengthens brand identity and improves user experience. It doesn’t have to work in an instant – rather, cultivate your website colors, and see what works for you in the process. Consistent use of the same color palette will create a familiar look and feel, making the navigation process easier and reinforcing your brand across all platforms.  

Tools and resources for mastering web design color theory 

If you’re having a hard time picking the right color for your website, there are some interactive tools online that can help you.  

Interactive tools 

  • Canva. Offers a user-friendly interface for creating color palettes and designing visuals. 
  • Adobe Color. Provides advanced color wheel tools for creating harmonious color schemes.  

Tip: 

  • If you use Domain.com to build your website, you can easily customize the colors after choosing your template. This makes choosing color schemes easier. It also includes a color wizard feature where you upload your logo, so it comes up with a perfect recommended color theme for your website. 

(Screenshot is a preview from Domain.com’s website builder)  

  • If you want a more customized look with the help of professionals, check out Domain.com’s Web Design Services

You can also use interactive quizzes or questionnaires to discover color schemes that align with your brand personality. 

Additional tips for choosing the right colors 

  • Consider your target audience’s preferences. Different demographics may have different color preferences. For example, younger audiences may prefer more vibrant colors, while older audiences may prefer more muted tones. 
  • Use color to create a hierarchy. Use different colors to emphasize important details and elements on your website, such as calls to action, headings, and important information.   
  • Test your color choices. Before launching your website, test your color scheme with a focus group or conduct A/B testing to check how different color schemes affect user behavior. 
  • Stay up to date with color trends. Keep an eye on current color trends to ensure your website looks fresh and modern. 

By following these tips and using the tools and resources available, you can create a color scheme that is both visually appealing and effective in achieving your website’s goals. 

Bringing it all together: Examples of color psychology in action 

Let’s look at how popular brands use color psychology. Notice how color selections can influence user emotions, behavior, and conversion rates by looking at their websites. 

Airbnb 

Light blues, greens, and whites are gentle, soothing colors used across the popular short-stay property rental app. These hues arouse sentiments of coziness, confidence, and warmth, emotions that are crucial for users wishing to reserve lodging or activities in foreign locations.  

The soft colors produce a cozy ambiance that complements Airbnb’s corporate theme of giving guests a secure, friendly stay. The deliberate use of color, in this instance, gives the user confidence and creates a smooth, cozy booking experience. 

Target 

This well-known retail company uses red’s psychological effects to evoke a sense of urgency and excitement. Red is a striking hue that is frequently connected to vigor, passion, and urgency. Target encourages customers to act immediately by using this striking color for sale banners, call-to-action buttons, and clearance signs.   

Target encourages customers to act fast and grab the bargains before they go away by strategically employing red. This increases conversion rates by instilling a sense of urgency in clients, encouraging them to make purchases more quickly. 

When done correctly, color psychology can elevate a basic website from a simple online presence into a highly engaging, user-centered experience. It helps reinforce your brand identity, directs attention to key elements, and influences the emotions that drive user behavior. Whether you’re evoking a sense of trust, urgency, or excitement, well-chosen colors have the power to transform your website into a dynamic and high-converting platform for your brand. 

Actionable tips for choosing the right color schemes 

Choosing the right color scheme starts with understanding your website’s goals and objectives. For effective color scheme, here are some tips for picking ideal color schemes: 

Align colors with your brand goals 

  • eCommerce websites. Using the correct vibrant colors for your eCommerce website will encourage purchases. As mentioned, vibrant colors like red or orange create a sense of urgency, while using different tones of blue fosters trust and reliability. In addition, red can also stimulate appetite, making it an excellent choice for food-related websites.  
  • Blogs. You can promote readability and engagement with calming tones such as green or blue. You can use green to convey a sense of growth and sustainability, which will be very beneficial for eco-friendly or health-related blogs.  
  • Service-driven platforms. You can build trust and authority using professional palettes featuring blue, black, and gray tones. Blue is mostly associated with intelligence and expertise, which makes it a good choice for service-based businesses.  

Utilize color palette tools 

You can experiment with different color schemes using tools like Adobe Color or Coolors. These tools can help you create harmonious color palettes that complement your brand identity. 

Consider readability and accessibility 

Ensure sufficient color contrast between text and background to improve readability for all users. Tools like WebAIM’s Contrast Checker can help you to evaluate the accessibility of your color choices. 

Also, ensure that your website is accessible and usable even for those with visual impairments. This entails taking color contrast into account for readability and keeping colorblindness. For instance, avoid using red-green color schemes that could be difficult for certain users to distinguish between text and backdrop. 

Turn website colors into conversion tools 

Designing your website should not only focus on making it aesthetically pleasing. It should effectively communicate your brand message, engage users, and encourage desired behaviors by applying the correct color palette.  

Ready to start building an eye-catching website that converts? Check out Domain.com’s AI Website Builder and Web Design services today! 

Frequently asked questions

What is color psychology in web design? 

Color psychology in web design explores how colors influence user emotions, behavior, and decision-making on a website. 

How do I choose the right colors for my website? 

Consider your brand identity, target audience, and website goals. Utilize color palette tools and experiment with different combinations.

Can color psychology really affect website conversions? 

Yes, studies have shown that color can significantly impact click-through rates, bounce rates, and time spent on site. 

What tools can I use to find the best color scheme for my website? 

Adobe Color, Coolors, and Canva all offer useful tools for creating and experimenting with color palettes. 


Gabrielle Suazo
Gabrielle Suazo

Gabrielle is a Content Marketing Writer at Domain.com. Her goal is to write and produce engaging blogs that can assist brands and businesses in expanding their online ventures. On her free time, she loves to watch documentary films and create short stories.

Gabrielle Suazo
Gabrielle Suazo

Gabrielle is a Content Marketing Writer at Domain.com. Her goal is to write and produce engaging blogs that can assist brands and businesses in expanding their online ventures. On her free time, she loves to watch documentary films and create short stories.