One of the directions of the psychology of behavior is the psychology of color, which reveals the secrets of the influence of different colors on our perceptions and actions. Color has a strong influence on human emotions and attitudes. A complex process takes place in the brain, which begins with reading color with the eyes and ultimately causes fluctuations in mood and emotions.
The second part
Green is the color of nature, so it is ideal for designing sites dedicated to ecological, natural products. Also, the green color can play an important role in the call to action, especially if it stands out against the general background of the site.
This color is associated with impulsiveness, energy, activity, competition, fun. It is most often found in visual images of sports teams and children’s products. The orange color is used for messages that are important to draw attention to due to their relevance and limited time – as Amazon does. However, you should be careful with this color, as it is associated with cheapness in some situations.
The same color, on the contrary, is associated with luxury brands, expresses elegance, power, luxury. Its combination with other colors can add mysticism. But it is necessary to understand that for some categories of products, a large amount of black color can be a problem.
The abundant use of white color on the site can create a feeling of space and freedom. The use of white space is an important element of sacramento web design and is actively used in popular flat and material design.
When choosing a color for a call to action, it is better to focus on bright colors (primary and secondary), such as red, yellow, green, and orange, as they have higher conversion rates than dark colors.
Features of the color solution depend on the audience
As we wrote earlier, the choice of color largely depends on the audience. First of all, we are talking about the division of the audience by gender.
There is a stereotype that most women like the color pink. It turns out that even though pink is associated with tenderness from the point of view of color psychology, it is a favorite of a small part of women. Orange, brown and gray are often mentioned among the most disliked colors. To improve the attractiveness of a site aimed at a female audience, it is recommended to use blue, purple and green colors, as they are the ones that women mention among the desired ones.
Men do not like purple, orange and brown colors, which should be avoided in the design of a site aimed at a male audience. Instead, blue, green and black colors, which are traditionally associated with masculinity, should be used.
When choosing a color solution, in addition to dividing the audience by gender, it is also possible to divide buyers according to their behavior patterns. For example, orange, black and blue colors most often attract the attention of buyers prone to impulsive purchases.
Existing theories, approaches to color selection, research results or recommendations of famous designers do not provide a universal solution. The success of applying certain solutions largely depends on the specifics of the site and its target audience, for which general rules do not always work.
Depending on the culture and values, different perceptions of the same colors can be observed. In this regard, it is necessary to try and check different color solutions in order to understand – what is best for your user. You should also not forget about the differences in the transfer of screen colors, in connection with which you should pay attention to the display of your site on the most popular devices of your audience.