Colors and their effects on User Experience

by Salman Mehdi  June 2, 2015

Colors are everywhere. This world is full of them. These colors have got a spellbinding effect on each and every object we observe. Nature’s love for colors is evident from the fact that every object possess a color. Colors support our feelings. The usage of color is not limited to one’s own imagination. We can use colors on literally everything we come across.

Websites tend to attract visitors. Colors are an important ingredient of website design. The reason behind writing this blog is to highlight the importance color mechanics when it comes to developing a simple yet attractive website.

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How do Colors affect User Experience?

In the following paragraphs, I have briefly discussed the effects of color on user experience. This has been a subjective topic to many. Therefore, it is a good idea to take the points discussed here as suggestions upon which you can build a design strategy for your project.

Colors and Human Psychology

Customers are humans and we love colors. Successful businesses tend to play with customers’ psychology by using various colorful templates. Likewise, online businesses follow the suit. They use colors and products’ appearance to influence and attract customers attention.

Remember that men and women prefer different colors. Men like dark colors such as black, blue, gray, etc., while women love purple, pink, yellow, etc.

Color Psychology Affects Websites

According to Neil Patel, co-founder of KissMetrics, 85% of people tend to make a buying decision solely based on the color attributes.

This simply means that color affects the rate of conversion. There are some other factors that in association with color dynamics, affect the overall look and business potential of a website.

So, to be successful, online businesses should use the right blend of color scheme at the right time to attract the right audience, with a right purpose.

Colors Affect SEO of a Website

James Bavington, during his interview to Cloudways, mentioned that search engine optimization is not dead. He is right. It has evolved. Nowadays, SEO is much more than keywords and phrase density.

You may be surprised to know that a website’s ranking in search engines is influenced by the very design attributes that are used while developing a website. Search engine optimizers make efforts to rank a website higher when it comes to design.

Some SEO professionals have an opinion that higher rankings in search engines are related to crawlability. Meanwhile, there are some individuals who think that websites rank higher in search engines as a result of indexation.

Both of the opinions are true to some extent. There is another truth behind the mysterious world of search engine optimization.

To get the most out of your SEO practice and your website, you should use the images, text, buttons, links, etc. as click objects and place them on your webpages where visitors can easily see and click on that particular image or link. Google ignores font colors but counts headings. You must ensure that the text used in heading is legible and readable to the visitors.

One of the most important things to consider is related to the use of font colors. In order to run a successful website, you should take care of the font colors being used.

The font colors used should stand out from the background color in contrast. Successful brands use color schemes, so use your color scheme wisely.

Colors and Culture: Conveying a Message

Each and every element communicates a message. So do colors. You will be amazed to know that every color conveys a particular message. Different colors hold different meanings in different countries. It is a fact that the usage of colors also  depicts the culture of the organization. You can use dark and light colors to persuade the online visitors to give your website a hit.

Colors are essentially associated with nations and cultures. There are some universal colors such as white having the same meaning in all cultures. There are colors that have different meanings for different nations. For instance, red is a color of victory, power, and courage in Eastern countries while it is a sign of danger and agression in Western countries.

Red: It is the color that  depicts energy, courage, passion, and enticement. It is one of the most commonly used colors which tends to attract online visitors instantly. It is a highly visible color. Most of the websites use red color in their ‘call to action’ buttons. You can use the red color in the foreground and background as well.

Yellow: It is a color that depicts energy, joy, and warmth. Most websites use yellow color on the navigation bar of their homepages. You can also use it in your call to action buttons.

Blue: This the universal color. Most of the corporate businesses use blue color in their websites. It depicts trust, loyalty, wisdom, intelligence, expertise, confidence, stability and depth. You can use this color on the foreground as well as on the background of your website.

White: This color symbolizes goodness, innocence, purity. The world’s most used search engine uses white color. Most of the websites now use a lot of white space. There are some people, especially web developers who don’t consider white as a color.

Choosing a Color Scheme

One of the most important elements to consider while designing website is the color scheme. In order to get the maximum benefits out of your websites, you should it wisely. When selecting a color scheme for your website, you should also keep in mind the target audience of your product and services.

The reason for selecting an appropriate color scheme is that colors are associated with different national cultures. Color schemes also tend to trigger emotions amongst the people who visit your website. The color scheme attribute also provides an insight into company’s working philosophy.

To get the best advantages out of your website, remember to use attractive color schemes with consistency. As mentioned in the preceding paragraphs, color selection depicts the culture of an organization, therefore, it is important for businesses to choose a color scheme that personifies the working philosophy of the organization. For instance, if you are running a corporate business, using a blue color scheme will be a good choice. If you run a food business, using a yellow or red color scheme will fit your needs, while attracting more customers. Similarly, if you are in a women’s apparel business, you should opt for a color scheme involving orange or pink or a combination of both colors.

Using CSS files to Choose Color Scheme

One of the things you can use to your advantage when designing your business website is CSS files. Using CSS files makes it really easy to use colors and formats of your choice, while giving you the opportunity to make texts, headings, images, and fonts stand out from the background. The CSS files will also help you in using HTML tags on your websites with ease.

Overusing flashy texts and images will not pay you the dividends you are seeking out of your website. You should  use animated videos wherever necessary, but I repeat – don’t overuse them.

The Importance of Font Size and Font Color

What if you get to read a text written in small fonts? It will give you headache. Same goes true  with font colors that you are unable to distinguish when navigating a web page. If a text is written in dark blue color on a webpage already with a dark blue background, you will not be able to read the text.

This is where web designers need to be careful. They should use standard fonts and colors in order to make website text stand out from the rest of the webpage. Do remember to use standardized font families for texts. If you are using serif or sans serif fonts, be sure to remain consistent throughout the page.

Concluding Remarks

Color is life. Color is a culture. Color is communication. Color is philosophy. Color is psychology. Color signifies a website. Color represents a design. Color is everything we develop and create. Color is an appetizer.

Color is love. Customers love colors. Colors are addictive. There is a direct connection between colors and humans.  Colors persuade and attract human beings. When a visitor comes across a website, the first thing that gets noticed is the color scheme used within the website. So, websites with high customer traffic often use colors that define their core working philosophy.

If there is no color, customer will leave your website for good. Even white is a color and you should use it artistically to ensure that customers visit your website too often. The Google’s website is a case in point.

We all web developers and web designers should not underestimate the power of color and color scheme. It can make or break your website. So, next time you decide to design a website, use your colors wisely enough to make the most out of your website.

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About Salman Mehdi

Salman Mehdi worked as Digital Content Producer for Cloudways. In his spare time, he reads books, blog posts, or anything that catches his fancy.

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