According to Kissmetrics, a web analytics company, 85 percent of visitors depends on colour schemes for their conversion decisions.
Visual stimulus guide people to take decisions while browsing a website. Whether it be a purchase decision or a registration event, colours play a very important role in manipulating the behaviour of a visitor.
For McDonald’s, it’s red and yellow. For Facebook, it’s blue. And so on.
Just like its very important to select the right colour scheme for your brand and logos, it’s equally important to choose the right colours for your website.
People make a judgement within 90 seconds of initial view of your website or mobile application.
So here are 7 essential tips to picking a website colour scheme for your next entrepreneurial project.
1. Understand the relation between colours and emotions
The very first thing I recommend is understanding what role do different colours play on the emotions of the visitors.
Here’s what different CTA colours convey shoppers in North America
Yellow – Optimistic and youthful. This colour is often used to grab the attention of window shoppers.
Red – Red symbolises energy. It increases heart rate, creates urgency and often seen in clearance sales.
Bue – Creates the sensation of trust and security. Often seen in banks, hospitals and businesses.
Green – Green is associated with wealth. It is the easiest colour for the eyes to process. Often used in stories to induce a relaxation effect.
Orange – Aggressiveness is conveyed by orange. Often used in CTAs like subscribe, buy or sell.
Pink – Romantic and Feminine. Used to market products to young girls and women.
Black – Black symbolises power. Often used to sell and portray luxury products.
Purple – It is used to soothe and calm. Often used in cosmetics and anti-aging products.
Entrepreneur Magazine published an article that explains the emotions we associate with colours and provides some examples of brands that use each colour.
2. Consider Gender while selecting colours
Different genders have different triggers to different emotions. However, every company don’t create products for a specific gender, differentiating your products into different categories, and planning different colour schemes for different landing pages can increase your overall conversions.
A research from Joe Hallock’s Colour Assignments exposes that on average each gender has definite colour preferences.
57 percent of the men like Blue while 35 percent of the women like Blue. Similarly, 9 percent of the men like Black while only 6% women like black.
If we talk about the least favourite colour for men, Brown tops the chart with 27 percent men not liking the colour, and orange is the least liked colour by women with 33 percent women not liking it.
This factor can help you establish a great colour combination for your website or product.
3. Considering age group while choosing colours
Are you aware that a person’s colour taste can change with age? Yes! that’s true. A person at teenage may have completely different colour choices if compared to the same person in early 60s.
Joe Hallock’s research also exposes the different tastes of colours for different age groups. It is to note that almost 30 percent of people in the age group 01-18 like Blue while no one in the age group 50-69 likes Blue.
40 percent of the people in the age group 01-18 dislike Brown whole only 10 percent in the age group 36-50 dislike Brown.
Considering age group and demographics of your visitors or customers while picking a website colour scheme can help you increase customer satisfaction, retention and profits.
4. Let go your personal choices
I have seen many entrepreneurs try to impose their personal preferences on the product they are creating. If you like blue, don’t think that every other person in the universe will like it.
Learn to respect the choice of others. And rather than personal issues, it is a business related issue. If your favourite colour is black, it’s very tempting to make black your primary colour.
Suppose you are a cosmetic company, and your favourite colour is green. You would be destroying your whole business if you use that colour. Instead of using pink as a colour will attract your female customers more.
5. Deciding the number of colours
There are infinite possibilities of colour combination that you can use with your product or website. You might have a primary colour in mind. But, it’s difficult to figure out how many more colours to add to your colour scheme.
While there’s no one-size-fits-all formula for this, I would like to point out something that’s called the 60-30-10 rule.
Here’s how it all breaks down.
- 60 percent of a dominant colour
- 30 percent of a secondary colour
- 10 percent of an accent colour
This means that the primary colour will account for roughly 60 percent of the space on your website, the secondary colour will account for 30 percent and the accent colour will account for 10 percent.
The Golden Egg
What is the Golden Egg here? We are talking about Pantone Formula Guide Solid Coated & Uncoated.
This amazing colour guide by Design Info has a total of 1,867 colours, which is an addition of 112 new colours added to the old edition of the same product.
The same is a paper product specially designed for all your colour combination and selection needs. It has all the coated colours as well as uncoated colours included in the package. The package is divided into 2 Guides.
The first guide has all the coated colours which have an initial of ‘C’ starting. While the other guide has all the colours which have an initial of ‘U’.
This Color Formula Guide by Design Info is used for up to 3 colours printing and has all the spot colours and Pantone PMS colours.
How Will This Help?
The colour codes in the guide come with ink formulations as well as coordinating numbers, which will help you to achieve accuracy while printing.
Using accent colours can be very easy if you know how to use this guide.
This guide can help you with colour sampling.
The guide is portable and the FREE PROTECTION COVER offered by Design Info will secure the product against any damages such as dust and water. Textile Design Studio also offers a FREE COVER with the Pantone colour charts to protect the product from any physical damages such as dust and water.