Adding a Splash of Colour to Your Website
Many of us, either knowingly or unknowingly, regularly complete purchases based on the colour of the product or because of an attractive website. Whilst it may seem obvious that the human eye is sensitive to colour, the psychological function of colour in relation to website-building is often overlooked or underplayed. When we are presented with colour, we automatically use cultural associations and practices as reference points, meaning that we already have a pre-conception of the message the brand is aiming to get across. Why, though, is this significant as a business owner?
If you read our previous post about storytelling as part of your marketing strategy, then you’ll know that is essential for your brand to evoke emotion within its customers. When your website demands a specific emotional response, then it is more likely to lead to some form of action. For instance, this could be completing an enquiry form on your website, purchasing a product, or asking about one of your services. Attraction to colour is one way of enticing your clients but being able to strategically select your website’s colours can have profound effects. In short, if you want to maximise the potential of your website, then developing your understanding of colour symbolism is crucial.
The Art of Persuasion
As with all projects, they require sufficient time and commitment, and the same goes for choosing colours for your website. You must first recognise that colour and the urge to purchase or use a service, are intrinsically linked. In fact, in many cases, the overall aesthetics of a product or service (depending on the industry), often preside over what’s being sold. Therefore, even if your products are new or in continual development, then you should still focus on convincing others of their excellence. Some of the key areas for consideration when looking at the colours on your website are (but are not limited to):
• Background hues
• Headlines and sub-headings
• Navigation bar
Contrast and Brightness
You might be thinking of contrast and brightness in relation to your latest Instagram post, but the combination of these two elements when it comes to the use of colour on your website is particularly important, especially for accessibility and navigation. Firstly, you should aim to avoid extremes. That is, steer clear of overlapping content with either super bright or dull font colours. You might feel as though you are clearly signposting a message, yet in reality, you could be making things confusing for your users and potential clients. Which colours do you feel best represent your industry? Are you a more formal business or more creative? Through asking yourself just these two questions, you can establish what your mission needs to be when experimenting with varying colours and tones. Taking this even further, encourage your designers to play around with different colours and get your marketing team to track your progress. You might notice a surge in your conversion rate and footfall when you change your colour scheme, so ensure that Google Analytics and any relevant insight tools are up and running on your site.