People make the majority of their decisions on a subconscious level. These decisions are made based on subconscious decisions that are often created long before a person clicks on the buy button. In fact, the first ninety seconds of any interaction are where first impressions are made. What is even more surprising to many is that 62-90 percent of that impression is based on color alone.
Why Color Matters
Color is the one thing that speaks completely to your emotions. When recalling your choices as a consumer, think of the times you chose not to buy something because the only item left was in a color you didn't like. Have you ever felt uncomfortable entering a room and were unable to figure out why you were bothered? It is likely that the color of the walls struck some internal nerve.
You can see how the colors you use for your website can even be more important than the content. After all, if a visitor feels uncomfortable from that first few seconds, they will not stick around to read your message. With a better understanding of color psychology, you can not only present your site in a positive light but can also subconsciously influence the actions of visitors in a positive way.
This does not mean you can force a customer into making a decision with color, but you can influence their mood and the impression they have of you through color. That in itself will go a long way towards influencing their decisions. Creative web design is not fully effective without considering the impact of color.
Determining the Ideal Color Scheme
Choosing the most influential colors is not based on just one factor. It is based on the emotional message of a color, gender, and age of your ideal customer. It is even based on the overall impression of what you want your brand to convey in the way of values. Another important factor is the cultural association with a color. Understanding the complete impact of color is beyond the scope of what we can delve into here. However. if the subject of color as it relates to creative web design and marketing interests you, this infographic can get you further along.
You have by now determined who your ideal customer is. In regards to color, a person's gender can show what colors are most attractive and which are least likely to elicit a positive reaction. There is one steady fact in regards to women and men and color. Both list the color orange as their least favorite. Whenever possible, try to limit the use of orange.
Colors in Relation to Gender
We do want to note that age also plays an element when you are looking at color in gender.
- Women do not usually like gray, orange, and brown. They usually prefer blue, purple, and green. Most women also prefer primary colors over earthy tones.
- Men don’t usually like purple, orange, and brown. They like blue, green, and black. It is interesting to note that brown ranks on both gender lists as disliked (right alongside orange).
Although the color brown is said to be disliked for both genders, this is not always true with all markets. If you are targeting a 20-something who enjoys the outdoors and going for a hike, then brown could be a key color. This choice of color comes down to knowing who your customer is and how to target them. Check out “How to Determine Your Dream Customer” to learn more about determining who that customer is.
What Colors Say
- Blue has the highest percentage of votes as a favorite color. Here, men prefer the darker blues like navy and women prefer bright blues. Blue is the one color that people consider conveys a sense of trust.
- In regards to food-related sites, however, blue is one of the worst choices. This color dulls appetites. In creative web design, it is essential to look at the exceptions.
- Yellow needs to be used cautiously. On the positive side, it conveys a sense of urgency and is associated with warmth. Too much yellow, however, is over-stimulating and can cause a sense of panic or irritation. The elderly are especially prone to feel uncomfortable around yellow. Don't avoid yellow, but keep it at a minimum.
- Green is not often seen outside nature sites, but this is what makes it excellent for "action." If green is not used anywhere else on your page, it can be an effective tool to use on buttons you want the visitor to click. People not only associate green with growth but are also more likely to push a button that stands out in some way.
- Black, especially when combined with white, adds a touch of sophistication to a website. For the ultimate statement of class, mixed with passionate action, use predominantly white and accent it with black and bright red.
Color can be your friend or your enemy. It is the first impression people have of you when they click on your page, so it helps to study color psychology yourself. If you are hiring someone to do the creative website design, make sure they have enough color knowledge to make it work for you. You could always give us a call if you are looking to have a website designed.