Colour Psychology In Web Design
The psychology behind web design is often overlooked as an unnecessary practice. However, in recent years it has become clear that visual cues and aesthetics can be more powerful to a brand than its entire marketing strategy. The BBC News website in 2006 published results of a study which confirmed that the brain makes decisions in just one-twentieth of a second of viewing a webpage.
In addition to this, an impressive 93% of us claim the visual appearance of an online retailer’s website is the highest priority when deciding whether or not to make a particular purchase. Therefore, by adapting your website with these findings in mind, in addition to the requirements of your audience and brand, you will create a site that taps into the psychological drives of your demographic.
Since the inception of the internet, psychologists have studied human perceptions of design and placement in order to construct a hypothesis to determine how to create the ‘perfect’ website. Have you ever wondered why many banks and businesses are often branded with the colours blue or green? Subconsciously, blue creates a sense of trust and security, and green is the easiest colour for our eyes to process; it relaxes us and represents safety and security.
Coca-Cola, the world’s best-selling beverage brand, consistently uses the colour red to represent the brand, but what the average consumer may not know is that red is often associated with attraction, passion, and subconsciously invokes a strong, immediate response, which would explain why such a colour is so widely used in marketing.
For example, how many big red ‘SALE’ signs have you noticed in shop windows? Plenty I suspect.
In terms of web design often people do not consciously know why it is that we are attracted to particular websites or in fact why it is that we favour some over others. However, what we do know is that particular visual cues, the strongest of which being colour, is frequently used by retailers and brands to evoke particular responses in audiences, as their favoured art of persuasion.
Here at Maratopia we not only understand but also utilise the power of colour throughout the web design process, reassuring our clients that by working with us they have access to people with the necessary knowledge and skills to effectively target their brand demographic.
See some examples of our recent work below as well as web design case studies here;