How Color Psychology In Web Design Can Increase Conversions


Color psychology is an uplifting field that can help create beautiful, memorable designs. It’s a proven method of using colors to influence human behavior, which in turn can increase conversions.

This is the study on how colors affect people and their emotions. When it comes to web design, this branch of psychology can help improve conversion rates by using certain hues to highlight some parts of a page.

Color psychology is a discipline that’s been studied for thousands of years, but it has only recently found its place in modern-day marketing. 

Based on the idea that hues can influence our mood and behavior, they can have an impact on how we perceive our environment.

This branch of psychology has also been proven to affect customer call centers or websites as people tend to be more receptive when certain hues are used. Knowing all about this, you can play a huge role in how people perceive your website. 

For example, blue is the most popular in web design because it’s calming and soothing. Red, on the other hand, is aggressive and attention-grabbing.

Take this into consideration when designing an eCommerce, as it’s essential to understand how colors affect your customers when they browse your website. 

If you’re interested in understanding how different shades affect your audience’s emotions and purchase decisions, read on to learn more to increase conversions on your website.

Color is a powerful force. It can help draw attention to your website and make it more memorable, while it can also be used strategically to increase conversions. 

Color psychology in web design can help you achieve the desired effects when designing your website. It’s important to consider how different hues relate to what you’re selling and how users will interact with them. 

To learn about color psychology in web design, read on for some expert insights.

Color Psychology In Web Design

Psychology of color can have a significant impact on your website’s conversion rates.

First of all, it is important to understand the basics of color and its psychological impact. Color is widely understood through three different theories.

Hue-Based Theory

The hue-based theory suggests that color has emotional connotations, and an object’s hue (e.g., red, blue, green) dictates its emotionality. 

It is the most basic and most comprehensive theory there is; however, it does not take into consideration details such as the shade.

Saturation-Based Theory

The saturation-based theory suggests that high saturation levels are more attractive than low saturation levels because they are highly vivid and intense, with a lot going on in the spectrum at any given time. 

This theory argues that high saturation levels trigger arousal and result in increased perceived value for some types of products such as food or cars.

Value-Based Theory

An individual color’s value (also known as brightness or luminosity) is a measure of how bright a color appears while its hue remains the same.

It’s a measure of how bright or dark a hue is. It essentially shows how much light is reflected. 

When referring to pigments, “shades” of the given color name refer to dark values with black added. Tints of the color refer to light values that have white pigments applied to them.

So, the value-based theory states that low values correlate with strength, simplicity, and sophistication while high values correspond with weakness, complexity, lack of sophistication, and neutrality, respectively.

color psychology

The Benefits of Using Color Psychology

Color psychology is the use of different hues, shades, and light to influence human behavior. This can be used to benefit your website’s conversion rates. 

Color has been shown to affect emotions, moods, and feelings. Color psychology studies the use of color in a way that it’s able to influence human behavior. It mainly revolves around using different shades in a way that will assist your website in reaching your target audience.

How to Use It in Your Website Design

One of the most significant impacts color psychology has on conversion rates is how specific colors can make your website more appealing to a particular audience. 

Let’s say you want to increase conversions for your website. You should use more yellow, green, and red to make it appear more modern, vivid, and new.

A good example is when Google changed its logo to appear more vibrant and appealing. This change was a massive success because Google tapped into the knowledge of color psychology to understand that brighter colors attract more customers. They also omitted the shade and corrected the color clashing between the green and blue on the logo.    

Another way you can use the psychology of color is through text contrast. 

Some studies suggest that texts with a high level of contrast are easier for people to read. The higher the level of contrast, the better it will be for your conversion rate as well. 

Keep in mind that too much contrast could have adverse effects on your website if people get distracted by reading text instead of focusing on what they’re looking at.

If you’re not sure which color you need to use on your website to increase conversions, best hire a good Web Design And Development Agency because they will make sure that what you end up choosing best reflects your brand, your viewpoint and does the job of increasing conversions!

Another great piece of advice is to match the colors of your website to your target audience. This is one of the most important aspects of color psychology. A lot of people forget about this step, and it ends up costing them conversions. 

The shades that are used on your website should be ones that will appeal to your target audience. 

If you’re targeting a specific demographic, you should choose colors that are congruent with their personality traits, such as yellow (optimistic), green (eco-friendly), or red (passionate, risk-taking).

Additionally, make sure the pictures and content on your website are compelling and engaging. This step goes hand in hand with choosing different shades for your website design. 

The content on your website needs to be engaging, so people want to stay on there longer instead of just scanning through it quickly or moving onto another site because they found it uninteresting. 

You need to make sure that all parts of your website are interesting, so there’s no reason for someone to leave without spending more time on it than they needed to first glance at it before deciding if they wanted to continue through the whole process or not.

The Impact of Color Psychology on Conversions

Color influences what we see, feel, and think about. The psychology behind it can be applied in various ways to increase or decrease conversions. 

Studies have shown that colors can influence people’s decision-making processes. The best way to understand why this is so important is by looking at the typical website design process. 

People are used to seeing websites in shades of black, blue, and white. But those are not the only shades you should use on your website. 

The use of red, green, yellow, and purple have been proven to increase conversion rates. These also increase engagement levels with customers and help convert visitors into customers more effectively.

Why Should You Use It in Your Design?

If you want to increase your conversion rates, then using color psychology is key. It can be used to help people feel more at ease when browsing through your website, and this increased trust allows them to take the next step in the conversion funnel and buy from you.

To ensure the success of your eCommerce, you should apply this knowledge when creating it. 

For example, if your site has a lot of blue hues, it might make people feel calm and relaxed, which may cause them to spend longer browsing or even buy more products. 

There are many ways in which you can implement color psychology into your design. You could add yellow as a contrast to increase focus or place black text over a white background, so it’s easier to read. 

Even just adding a suitable color for your eCommerce to your logo can attract more customers and bring your store more conversions, respectively.

These are just some examples of how you can incorporate these elements into your design without much effort.


Web designers have the power to use color psychology to increase conversions. They can use this to increase conversions by creating a positive and memorable experience for the visitors. 

Additionally, a website design that uses color psychology is more likely to entice people to convert by putting them in a good mood or giving them an instant sense of belonging.

Remember that color psychology is extremely important for any website design because it affects the site’s success. If you want your website to be even remotely successful, you’ll start reading on it, too!

Author bio

Nina Walker is a web designer and psychotherapist based in Phoenix, Arizona, US. Passionate about digital marketing and content writing. After finishing a course for content writing, she became a part of the DigitalStrategyOne agency. She writes short stories and blogs for sites.