The impact of color on the audience’s psychology

The role of color psychology in web design is an important one. Going over all the details would take way too long, so here are the most important basics you need to know.

Color associations are powerful. We develop them when we’re infants, and they usually stay with us for life. These associations are instinctive and often subconscious. Many of these associations are fairly universal. For example, everyone learns to associate green with leaves and nature and yellow with the sun. If you choose the right color that’s naturally geared toward your demographic, you’ve already won half of the battle.

Using the Right Color in the Right Way

Once you have the primary color, the next step is to decide how many other colors you will add to your color scheme. It’s typically recommended to use a three-color combination. There’s also an old designer’s rule that can be helpful when applying your color scheme to the website design. It’s known as the 60-30-10 rule. Use your primary color (60%) for backgrounds, color blocking, and large text areas. Use your secondary color (30%) for headlines, sidebars, highlighting, or text callouts. Then use your accent color (10%), typically your boldest color, to guide the reader to take a particular action. Use it for areas you want to draw the eye to such as call-to-action areas, buttons, and links.

By carefully selecting the colors you use on your website, you can influence the way visitors feel and the associations they make with your content and brand. You can even use contrasting colors to deliberately draw attention to key elements on your pages.

According to research complied by web design and marketing company WebPageFX, people make a subconscious judgment about a product in less than 90 seconds of viewing, and a majority of these people base that assessment on color alone. In fact, almost 85% of consumers cite color as the primary reason they buy a particular product, and 80% of people believe color increases brand recognition.

Take a look at WebPageFX’s ( ) infographic about the psychology of color to see what each color says to your audience.