Internet Marketing and the Psychology of Color
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I briefly touched on this subject in a previous titled "The Forgotten
Fundamentals of SEO" and I have been asked by a few people to expand and explain
more about the psychology of color and how it affects what you should be for
your website from a marketing perspective.
The internet is the ultimate visual and psychological medium. It provides
businesses with an unparalleled avenue to reach potential customers. In this
visually engrossing world it is the copy, or words, on your website that have
the greatest psychological impact on visitors and given this they become your
most important communication and sales tool.
Another important psychological aspect of your website is the often over looked
and definitely misunderstood marketing strategy of colors. The same as we use
words and phrases to describe and express our intentions color can be used to
convey similar messages in more subtle and concealed ways. As an example of a
color being used to convey a feeling, when I was at University they painted the
walls in the library a light pastel-pink color to try and enhance the studying
environment. Did it work? I really donít know, I was in the computer lab, but I
am guessing that subliminally there was probably some impact whether it be
physically measurable or not.
In the past choosing color schemes for websites used to be left up to the
programmer who was responsible for just getting something up and running. Often
there was no forethought or planning for real graphic design or image
perception. "A simple site, nothing fancy". I am fairly certain that every web
developer has been asked for something like this, I know I have. If you really
want to succeed in 2007+ then this kind of website will just not work.
Given the competitive nature of the Internet market, there has been a steady
influx of Internet marketing professionals who are looking to stamp their mark
on the ever increasingly competitive keyword monopoly game. Every day there
businesses employ Internet marketing agencies to employ their expert marketing
strategies to their business. Often these are for huge fees. One area that I see
getting missed during these expensive website makeovers is the psychology of
color. I believe it is important to address this marketing issue in design and
ensure it the colors chosen are enhancing and supporting the overall theme and
feel of the website in an effort to get the website visitor to perform the
action we actually want them to do on our website; be it contact us on email,
buy a product or feel comfortable browsing our articles and reading the news.
So what colors should we be incorporating into our website designs to ensure we
convey the right message to our visitors? I have detailed a list of colors and
their associated feelings and keywords so you can get an idea or what to put on
RED is associated with love, passion, danger, warning, excitement, food,
impulse, action, adventure.
BLUE is associated with trustworthiness, success, seriousness, calmness,
GREEN is associated with money, nature, animals, health, healing, life,
ORANGE is associated with comfort, creativity, celebration, fun, youth,
PURPLE is associated with royalty, justice, ambiguity, uncertainty,
luxury, fantasy, dreams.
WHITE is associated with innocence, purity, cleanliness, simplicity.
YELLOW is associated with curiosity, playfulness, cheerfulness,
PINK is associated with softness, sweetness, innocence, youthfulness,
BROWN is associated with earth, nature, tribal, primitive, simplicity.
GREY is associated with neutrality, indifference, reserved.
BLACK is associated with seriousness, darkness, mystery, secrecy.
When choosing colors for your site it is important to employ contrasting or
sympathetic and complementary color schemes. It is important to identify your
market and ensure the psychological message you are trying to get across with
the rest of your site design, words and images is complemented and enhanced by
the appropriate color scheme. Often it can be wise to run samples of the same
site with slightly differing colour schemes past a test audience and see which
has the best impact or you can even run differing coloured sites to visitors and
track conversions to your goals. Its really up to you how to try and test or
track the impact of your psychological color message on your Internet Marketing.
About the Author
Chris Diprose is the Development Manager of Kanga Internet. Based in
Melbourne, Australia, Kanga internet specialise in Web Design and development,
Internet marketing and search engine optimisation.
Search Engine Marketing MelbourneInternet Marketing Melbourne |
Web Designers AustraliaWebsite Design Australia
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Article Published/Sorted/Amended on Scopulus 2008-01-08 21:47:29 in Marketing Articles