In order to gain an understanding of the colors you should use for your website, you need an understanding of how color affects human behavior. Though some are skeptic of the actual effects of colors on human behavior, study after study has shown that colors play a big part in daily decision making.
A study by Satyendra Singh (Department of Administrative Studies, University of Winnipeg, Winnipeg, Canada) published in the Journal of Management History revealed that it only takes 90 seconds for a customer to make a decision regarding a product, and, on average, 75 percent of the time, that decision is based on the color of the product alone. With this information in mind, it's clear that colors have a significant influence on customer's purchasing decisions.
A large part of understanding color psychology is knowing what colors mean. Listed below are some of the most common color associations.
Authority and Power. Popular in the fashion realm because it gives the illusion of thin.
Innocence, purity, and sterility. Light, neutral, and provides excellent contrast with darker colors.
Love, passion, rage. Can induce a faster heart rate and breathing, and is a popular color for the food industry.
Peace, trust. Puts people at ease and makes them more trusting of a company.
Nature, tranquility. Catches attention when used in the right shades and is perfect for environmentally friendly messages.
Optimism, overstimulation. It catches attention, but can be unpleasantly overwhelming when used excessively.
Confidence, impulsiveness. Gives the feeling of haste or impulse, which is perfect for retail websites.
Luxury, wealth, sophistication. Connotes femininity and romance, though it can appear artificial if paired with the wrong colors.
Solid, reliable, traditional. Creates an atmosphere of trust and genuineness.
Knowing the meaning of each of these colors and using them correctly in your website design can be the most important step you take to gain customers and retain their loyalty.
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