Is your Website Colour Losing you Business?
The Language of Colour
Colour has a significant impact on the way we respond and can influence both our emotions and actions. Whilst some colours such as red for danger or even green for pharmacists are associated with specific meanings and are acknowledged universally the majority of colours are interpreted on a more subliminal level.
Since colour is seen before text it is an extremely powerful tool and many well-known brands associate themselves with a specific colour in order to create brand recognition. For example, the colour red is linked to Coca-cola whilst the colour yellow is strongly associated with MacDonalds. Regardless of language or culture, both are recognisable globally.
If all the World was Pink!
Since colour can create a strong reaction both positively and negatively it is important to consider the impact your website design will have on your customers. Whilst it may be tempting to select a website design based on your favourite colour combination this is not necessarily the best way of promoting your business.
What Colour is your Brand?
Consider the aims and ethos of your business and create a colour palette accordingly. Think about your potential customers and the colours they are familiar with. Being creative may work well for artistic ventures but can also alienate customers with more conservative tastes.
Neutral colours such as blue and black which carry a degree of gravitas tend to be associated with corporate multinationals and banks. Subdued tones of greys and beige may work well for industries such as accountancy, legal firms or consultants but do not necessarily carry the same credibility when operating in a more innovative or creative field. After all if you are in the business of selling ideas and concepts reliability and tradition are not necessarily characteristics which you wish to be associated with.
Controversial colours such as orange and pink are attention-grabbing but can also be off-putting and alienate customers. Colours which are bright tend to provoke strong reactions in people both good and bad and should be used with caution. Having a website which is eye-catching may attract viewer’s attention but it can also create and inst may take an instant dislike to it if the colours are strong and garish.
Primary colours such as red and green tend to be associated with children’s activities. If you are promoting a sophisticated consultancy business is the association with children how you wish to be perceived?
Whilst the strategic use of colour can increase engagement and promote brand loyalty using colours which are incongruous with your target market or branding will give a mixed message. Instead of promoting brand loyalty they will cause confusion and erode trust.
It is hard enough to generate customer engagement without creating unnecessary hurdles so time and consideration should be given when selecting website colours.
Using Colour to Promote your Business
The best colours have an affinity with the brand they are representing and enhance rather than diminish its presence. What do your website colours say about you?