If you read our blog regularly, then you know how much we like to talk about the importance of testing different things on your sales, or landing pages. One of the important aspects of those pages that should be taken into consideration is the color of your page. There are a lot of psychological influences at work with page colors, and these can be used to build a sense of trust from the audience that you are targeting. Here are a few tips on how to use colors on your website to put your customers in the right frame of mind to purchase the products that you are selling.

Basically all colors can be divided into three groups. Thus, blue and green are considered cool colors, whereas red, yellow, pink and orange are warm ones. Black and white are neutral.

Blue represents a feeling of security and trustworthiness. Subconsciously it is associated with the sky. This particular color is recommended for business-related websites (e.g. banks).

Green, on the other hand, represents wealth (deep green) or calmness (light green). Emotionally it is related to the color of money ("the color of success"), while light green is related to trees and spring. Therefore, dark green is suggested for finance related websites. As for light green, it is recommended for entertainment and leisure related websites.

Among warm colors, red is a very powerful color, able to grab attention and make one energetic by subconsciously activating one's pituitary gland. Red is recommended for eye-catching logos and calls to action.

Black is also a very powerful color. It creates a feeling of color absence, and should be used for promoting expensive products.

Yellow is a color of optimism, subconsciously associated with the sun. This is why yellow is often used on attention-grabbing websites, especially when it is used in contrast with other colors.

People often think of pink as a feminine color. Hot pink stands for energy, while lighter pink represents romantic feelings. Both should be used for websites related to products for young women and girls.

Orange is a cheerful color, making us think of citrus fruit. You will quite often see these associated with children’s websites.

White is the color of simplicity and purity and effectively catches the eye. There are numerous associations related to this color, from weddings to hospitals. It is why the response to this color can be unpredictable. White is highly recommended for health-related product sites.

The main purpose of colors on a website is to put your visitors in a mindset that is in tune with the goal of your site. All these techniques are widely used to improve the appearance and effectiveness of websites. This is because our subconscious minds consist of our feelings, thoughts and aspirations. So, in order to make a connection on a subconscious level with visitors, it is important to put them in the right mind frame by using a color that makes the right association with the product that you’re promoting.

Have you played with color on your website? Tell us about the kinds of products you promote, and the colors that you use to convey your message. What colors work best for you?