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Website Design And Colour Psychology

Ever wonder why the word “SALE” is nearly always in the colour red? Colour psychology, the way people react, consciously or unconsciously, can help your business.

Colours can affect your mood, customer spending habits and the urgency with which a message is conveyed.

Colours influence the way in which a customer perceives a brand. When you think of Harley Davidson what colours come to mind? I bet bright pink isn’t amongst them. Calming, sedate colours aren’t really what is used. More likely you thought orange, chrome, black or blue, colours which are more associated with robust, hard-wearing, strength and toughness.

Yellow on the other hand is often associated with happiness, vibrancy.  A bold colour like yellow, red or orange grabs a customers attention, but should be used very sparsely. In fact it’s recommended no more than 20% of a design, if you are using these colours on a sales or squeeze page, should be made up of these colours. Otherwise the effect is likely to agitate and drive customers away rather than convey a sense of urgency or importance.

Lets take an example, the opening line of this article referenced “SALE” and how it nearly always appears in red.

example of the colour red in web design

Example of the colour red in the design of a Sale sign

If not the text then the background is red. This small amount of red armed with a Call to Action which references a limited time offer. For example Limited time discount available for the first 10 people through the doors.

KNOWN COLOUR IINFLUENCES

Red is the colour of excitement and action. It helps influence people to take an action, so when it is combined with the word sale and the information that the sale is for a limited time it helps encourage people to go to the sale and spend.

Blue on the other hand is a colour that helps elicit a feeling of trust and security in a brand. Think Skype, Facebook, twitter or Linked-in here.

Green is similar to blue in that it has a soothing, calming effect and therefore can be used in the same way as blue, to reassure and encourage trust. Common brands that use green are John Deere, BP, Spotify, and Land rover.

Yellow is the colour of energy. Similar to red but used to create feelings of happiness, encourages communication and shows clarity.

An effective example using the colours above on a website sales page would be using a small count down timer in red, with a blue caption saying “limited XX available – book now”.

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The red combined with the count down timer invokes a sense of urgency. The text would invoke the scarcity principle and using the blue colour would help invoke a sense of trust in that statement.

COLOUR NAMES

It has also been shown that not only does colour psychology come in to affect with the colour itself but the name given to those colours also has an affect on people as well.

As an example in a study done in 2006 (4)people where asked to assess different products that were using different colour names, out of this it was found that Mocha was considerable more desirable than Brown.

It seems people rate colours more favourable when they are  given more detailed or fancy names and has been shown to apply to different products and ranges. And it has also been shown (5) that unique or elaborate colour names are more likely to have customers prospect of making a purchase increase.

COLOURS AND YOUR BRAND

What does this mean for your website and brand online ?

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You will have to keep in mind that many things go into influencing a customer and colour psychology is just one of many variables that can have an impact on their choices.

Though in a highly competitive market, trying to get clients through the door and making a sale this type of an advantage can be one of the deciding factors.

The right colour pairing, display and highlighting can make your brand more visible online. It can help great a sense of urgency in the case of a sale or help build trust and happiness in the case of building a long term relationship.

There are many ways to apply colour psychology with the other known principles of sales to help with conversions on your website. If you would like help in creating a landing page or sales page for your business contact us.

7 INTERESTING FACTS ABOUT BUSINESS WEBSITES

With 2018 behind us, we can clearly see how businesses were utilizing – or not utilizing – their web presence last year. Enjoy these 7 interesting facts about business websites.

1. 50% of small businesses do not have a website, and of those, 30% cite cost as the reason why. (Source: PR Newswire, 2016)

This is a shame.  Websites can range from free to tens of thousands of dollars.  I realize that the 30% citing cost is only 15% of the total population, but it seems they could have a site nowadays with all the free or next to free options.  The fact that half of small businesses do not have a website is simply a missed opportunity.  A physical presence should have a branded digital presence to stay competitive.  Let me know the exceptions to the rule on this one.  I’m thinking independent truck drivers…maybe?

2. 51% of owners perceive websites as a top 10 marketing tool used by Small Businesses (Source: Wasp, 2016)

This perfectly compliments #1.  Perceived value is king and queen…and bishop (chess reference, yeah).  When a business understands the value of websites as a critical part of their marketing plan, then it is a no brainer.  I could only guess that 49% of this poll did not have a digital marketing plan.  What else could it be?

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3. 44% of those with a website say their website doesn’t have a responsive, mobile-friendly design. (Source: Blue Corona, 2018)

Ok, no worries.  This can be fixed and relatively quickly.  A company like Delbimax  can help or if your going D-I-Y then most themes or builder options have responsive design elements built in.  But wait, mobile friendly is something else.  Everyone needs to make their site easy to navigate and read on mobile screens.  This takes a little extra effort, but worth it, so that you won’t lose any search engine ranking you may have earned.  Are there still sites that do not have mobile-first mentality?

4. 67% of leads in 2016 are generated by companies with an active blog (Source: infusionsoft, 2018)

You are reading a blog.  It is active.  We do want leads, so we blog with a dozen of other efforts. So let’s hope this trend continues into 2017.  We advise all clients to have a blog.  I mean, active blog.  

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5. 26% of businesses list managing their website as their TOP challenge (Source: hubspot, 2016)

We manage websites!  We use systems built over years of experience.  The reason it is a challenge is because it takes research and practice to get things perfect when attempting a ‘quick update’ to a site.  Many business owners have learned these skills, but for those that don’t run a web design company, they could partner with one for the long term.  Is this idea fading?

6. 54% of small businesses outsource graphic design and website design (Source: Wasp, 2019)

Well, I knew we were in business for some reason!  This is not a bad thing.  In fact we outsource business aspects we do not specialize in e.g. legal.  The main lesson is that we run a business and need to cost effectively find others that will manage some aspects of our business, so should every business in 2019 to stay competitive in their field.  We help other businesses stay focused on what they do best, while we handle their website, hosting, updates, etc. for a small monthly cost.  The other 46% should do the same if web presence management is not their focus.  We even partner with marketing companies to handle their clients’ web design and management needs.

7. 100% need a plan to build and maintain their website