If you’re like most small business owners, chances are you chose the colours of your website the same way you chose the paint for your bedroom walls: you like the look of it; it makes you feel good.
Maybe you let your designer choose the colours for you. You might have given some lip service to how customers would react to your choice of colours.
But do you really know what customers think of how your website looks?
Colour matters. If you’ve not given serious thought to the colours of your eCommerce site, you’re missing a trick.
So, what do you need to think about when it comes to colour?
What do Your Colours Say About You?
The colour of your site sends out a strong message about your brand identity. Together with any images on your site, it’s one of the first things customers notice when they visit your site.
A lot of research has gone into this. It even has its own name: colour psychology.
According to colour psychology, every colour has underlying meanings. It makes sense when you think about it. Colours, like words, are a way of communicating a message. Words with the same surface meaning can have very different underlying meanings. For example, think of the differences between bloke, geezer, dude, lad, gentleman, and guy – all words for men, but with very different connotations.
As with words, so with colours. Red grabs attention. It’s the colour of love, anger, and excitement. Red can mean warmth and comfort, or be a warning of impending danger.
Yellow is the colour of happiness and sunshine. It’s an optimistic colour.
Green reflects the harmony and growth of nature.
Blue conveys loyalty, masculinity and competence. It is the colour of trust and peace.
Colours have negative meanings too. Red is lust, yellow is cowardly, green is envy, and blue is cold and distant.
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