Many people might think that colors as used in marketing materials—websites included—are just there to make things look pretty. While it’s true that colors do bring a lot in the way of aesthetics, they are also there to elicit certain emotional reactions from the people who lay eyes on them, at least according to color psychology.
A sub-field of behavioral psychology, color psychology concerns itself with how colors affect human behavior. According to color psychology specialists, there are emotions, attitudes, and values associated with each color and they can be used to create a more engaging web design. Let’s take a look at those colors and their respective associations.
Facebook and Twitter are two of the biggest Internet companies that use blue, which is associated with reliability, trust, stability, intelligence, and security. There are also claims that the sight of blue helps lower blood pressure and heart, which makes sense since the color is also associated with calmness and serenity.
Red is excellent at creating a sense of urgency, which is why businesses use it to call the attention of people and prod them to do something about whatever it is they’re pushing. Look at sale signs, and you’ll see that most, if not all of them are red, which also happens to be the color of passion.
Yellow is the color of sunshine, and it represents fun, cheerfulness, and optimism. It’s a perfect color to use for websites that want to project all three. Some sites, however, make the mistake of using too much yellow, which can be overwhelming.
Mix red and yellow, and you’ll get orange, which represents everything both colors have to offer. Orange is great for grabbing attention and creating a sense of urgency, and it’s a cheerful color as well.