The Science of Colour Selection

web design


So you’ve decided it’s time to get your company’s website to the next level. Designing how you want your website to look is not nearly as simple as it sounds! One thing often overlooked by business owners deciding on their image and reputation is the colors they chose to use to market themselves. It may not sound complicated on the surface, but have you ever considered whether there is a deeper meaning to your color choice? Is it actually possible that consumers and users can experience pre-disposed emotions about your business by simply looking at the colour of your website?

Well, it turns out that this is actually very possible! Colour has more psychological power than most people realize. If you have been contemplating what colour scheme you would like to have on your new website and have not decided on it yet, or if you are just curious about these “hidden powers”, read on to learn more.

Here’s a quick history lesson; colour psychology and the use of color to influence consumer behavior has been known of since the era of the ancient Egyptians, who were believed to have used colour to examine their effects on mood. However, the first documented perspective regarding color psychology was in the late 1700s, when Schiller and Goethe created a colour wheel assigning colours to human characteristics. From this, we’ve learned quite a lot about colour and how it can affect human thinking.

Several studies have been done for decades to give us the generally accepted emotion-color associations, we currently have today. An article outlining colour association to emotion can be found here. For example, the below are a few colours that might be relevant for your company if you design and sell outdoor playground equipment:

  • Red: Energy, warmth, excitement
  • Yellow: Confidence, friendliness
  • Green: Reassurance, environmental awareness
  • Blue: Trust, overall most popular colour in the world
  • Orange: Fun, security

The hidden powers of colour can influence ho and why visitors land on your website, and why they might leave. The ideal colour choice for your website will vastly depend on your branding, logo, products/services, ideals and marketing goals.

If you’re thinking about designing a website, don’t hesitate to contact us! Our team can help you through the process from start to finish, and we can make a website custom tailored to your needs and desires!