How Good Color Scheme Impacts the Conversion Rate and UX on the Website?

The design of a website makes the first impression. This first impression goes a long way in customer’s purchase decisions. In fact, 48% of people gauge a business’s credibility based on its website design. If a website design can convince visitors of its credibility within the first 8 seconds, they are most likely to hook up to the website and end up taking the desired action.

Color is one of the most critical elements in website design. It impacts the user’s emotions, draws their attention, determines their responses, and creates a positive or negative experience. Although color preferences vary between individuals, the color theory explains how different colors influence people’s emotions and resultantly their attitude. Understanding color theory and applying it to web marketing can yield desired results.

Color Psychology in Web Design

Every color is associated with different emotions. Using colors wisely can improve user experience and increase desired behaviors (including conversion rate) in significant ways.

But how do you know which color is the best for your brand? It’s actually not hard to find. You just need to know your brand and what does it represent and then use colors that reflect the emotions that you associate with your brand.

For example, Red reflects excitement and strength. It is a symbol of energy, which makes it an appropriate color for the food industry. Green represents nature. It suggests wealth, health, and freshness and thus makes it an ideal color for financial services and health-based stores. Blue is associated with trust, which is one of the reasons you will see it on professional services websites such as law firms etc. White radiates simplicity and cleanliness, which is why it is used to show a minimalistic web design.

You can use a combination of colors to reflect mixed emotions. Google, for example, uses a combination of four colors Red, Blue, Yellow, and Green to communicate excitement, security, creativity, and freshness. McDonald’s uses Red & Yellow to show strength and freshness.

How to Use Colors that Improve User Experience?

As said, colors appeal to different human emotions. They have the power to either make one feel at ease or make them uncomfortable. Using colors that don’t conflict and go well with each other and, at the same time, resonates with your brand’s message is essential for improved user experience.

The following tips will help you design a visually appealing website and make sure your colors don’t negatively affect UX.

Understand the Color Psychology Basics

Before your craft the visual plan of your website, it is essential to identify your marketing objectives. What is it that you want to portray on your portal? If it is about food and you aim to excite their taste buds, then red is your color.

Similarly, it is vital to probe into the cultural mindset of your target market. According to a study by
Adams, F. M. & Osgood, C. E, Americans associate envy with black and red colors. Hence, depending upon the color schemes running through your website, people from certain cultures might end up associating negative emotions with your brand.

An insight into their color psychology will allow you to shape a web design that strikes the right cords.

Acquaint Yourself with Color Theory

There are a bunch of simple concepts you should fathom before you plan your website design. It starts with understanding the primary, secondary, and tertiary colors. Learn what differentiates each group from another and how they can combine to evoke various emotions.

Next, shed some light on warm and cool colors. Reds, yellows, and oranges are generally classified as mild. Meanwhile, greens, blues, and violets are cool colors.

Once you can differentiate between the colors, it becomes easy to splash them at appropriate places in the website.

Keep it Simple

A flashy and complicated color scheme usually confuses the eye, and users cannot focus. Keeping things simple is your key to a better conveyance of the messages.

When you keep the colors simple, everything on your website seems unified. Nonetheless, not every website owner is a pro at distinguishing, which color fits the goal. For a better hand at complexities, it is always an excellent option to have professionals up your sleeve. If you are a local vendor in Dubai, find out a relevant web design Dubai Company. Otherwise, go for international digital prodigies that target a broader audience.

How Colors boost the Conversion Rates?

Conversion rates will spike when visitors can easily find the buttons they are looking for. Even though you may desire to use a brand palette for CTAs, picking a contrasting color helps to generate conversions and improve the overall user experience.

Along with this, when the audience is going through the content, a good color scheme allows them to consume content and understand main pointers. If the contrast doesn’t highlight the font or CTAs, the visitor will not spend more than 90 seconds to exit your portal. Word stream’s color scheme is a great model to show how one can use simple colors and contrast them in a perfect way.

For a better approach towards the color schemes, we suggest you use the color-blind filter. It helps to simulate what visitors might see when they take the first glance at your website.

Final Thoughts

Ignoring the importance of colors in your website can be a massive mistake on your part. In a drive to ingrain the vibrant hues, you might end up blurring the actual message of your website. Design and prototype your next chatbots. This leads you away from your company objectives.

With user testing and prototyping, you will draw closer to design a color palette that falls in line with your brand vision. If you are stuck at the crossroads, it is better to get professionals on board. Together you can craft a color scheme that goes with the vibe and maximizes your profits.


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