How Does Color and Design Affect the Success and Sales of a Website?

Did you know that you react subconsciously to colors? It is true. In fact, you will react a different way than someone else might. Colors elicit different emotions from each one of us and this means that your decision to purchase something or call a company is based on the color, design, and even layout of the website in front of you.

As you start to make business decisions, you need to make one of the most important ones right away and that is what color is going to represent you and your business. You need to make sure that you carefully choose your colors because it WILL impact the way that your target audience thinks and responds to you.

User Perception is Affected by Colors

No matter what it is that you are trying to do from conveying the importance of a dental checkup to selling a blood pressure cuff, colors matter. In fact, the colors that you choose for your website, blog posts, and landing pages will affect the way that your audience responds to them.

While you may have never thought of it, color plays an important role in your business. In fact, studies have been revealed that show up to 93% of consumers will look at the visual appeal of an item or service and this will influence their decision to either purchase or pass by the item.

Whoa! This means that if you have been choosing colors just to choose them, you may have lost customers and these customers could have been an additional couple thousand dollars in revenue.

Other studies have revealed that 42% of consumers will base their opinion of a site and its products based on the website design alone. This means that even if you have one of the best products in the universe, customers will still pass by it simply because of poor design and implementation of that design. Yikes!

If you thought that was bad enough, about 52% of customers will simply abandon their cart and leave a website because they do not like the way it looks. If you have a high abandoned cart rate, you may want to spend some time looking at your website to find out what you can do differently.

Examples of Websites That Are Done Well and Not So Well

Below, we will explore some examples to help give you an idea of what a good website looks like and what a poorly designed website looks like.

Good Website Examples:

1. Mikiya Kobayashi

This is an example of a beautifully designed website. The colors pop at you and the interactive home screen allows you to see work created by the artist. This website is easy to navigate around and is truly a joy to be on.

2. Killing Kennedy

The Killing Kennedy website captivates you the moment you land on it. There is a beautiful picture that introduced you to what the show is to be about. The colors are dark to draw you in to a dark setting and time period. The interactive website allows you to immerse yourself into the show before you even watch it.

3. Minimums

The homepage of this site is beautiful and draws your eyes in. You have the ability to scroll around and click on interactive buttons that will tell you a story about the site and the people behind it.

Bad Website Examples:

1. Riverside Art Center

The problem with this website is that the information and wording is cut off on some pages and the colors do not mesh well together. In fact, when you look at this website, you probably have a strong urge to simply close the browser window. It is in disarray and does not appeal to anyone.

2. MGBD Parts and Services

This is another example of a poorly designed website. This site is difficult to read because the text is huge. It is difficult to navigate around and the side links make it almost impossible to find out where you are heading to next. The colors are not cohesive and the site becomes more annoying than helpful.

Who Killed JFK?

This is probably one of the worst websites yet. If you can even stomach it enough to wait until the page loads, you will find that there are hundreds of links on the homepage and too much information all over the same page. The website is disorganized and just a compilation of random pictures and links.

Color Psychology and Its Effects on Marketing

Colors affect our psychology and they influence the moods we experience and the way we feel. If you are feeling down in the dumps after looking at a website, that website likely used colors to evoke those feelings out of you. This is often done when the website or creator wants you to experience something.

When it comes to distinct colors, you can improve your brand by up to 80 percent. In fact, 85 percent of customers have stated that the reason they purchase a product is because of its color.

This means that color plays more of a role than we may think that it does. If red evokes anger and frustration, then you do not want to use this color when you want someone to feel mellow and calm. Customers do not look at a color and instantly think of the emotion that corresponds with it. It is vital for you to know that this evoking of emotions happen subconsciously.

When you want to create a sense of urgency, you will often flash red signs because it creates that aggressive feeling and then people will act upon it. On the other hand, when you want to appeal to a primarily female audience, you would use more colors that are purple or pink in nature because these colors are generally more feminine.

Statistics You Need to Know

We want to share some shocking statistics with you because we feel as though these statistics will help you improve your overall marketing strategy and brand.

  • 93% of consumers focus on visual appearance when they make a purchase while 85% of customers primarily choose an item based on the color alone
  • Color can increase your brand recognition by up to 80% and customers will be able to better recognize you simply based on that color
  • Impulse buyers are captivated by reds, oranges, royal blues, and black while budget shoppers are captivated by navy blue and teal colors. Your traditional buyers are drawn to sky blue, pink, and rose colors
  • 64% of shoppers did NOT make a purchase on a website because it was too slow
  • 52% of consumers will simply enter a business because there is a sale sign on the door or in the window while 60% of consumers are more likely to purchase a product that comes with a guarantee of some sort

Colors and What They Mean

While colors can evoke any type of emotion in a consumer, there are some emotions that tend to arise more commonly when a person is shown a specific color. Below, we will go over the feelings and emotions that distinct colors represent.

  1. Yellow signals to optimistic, cheerful, and youthful
  2. Red signals to urgency, anger, aggression, and a burst of energy
  3. Blue signals to security and trust
  4. Green signals wealth and is often easy on the eyes
  5. Orange is aggressive and it urges people to do something
  6. Black is powerful and often sleek in nature
  7. Pink is feminine and romantic
  8. Purple signals a calm and sensational atmosphere

Final Thoughts on Colors and Your Sales

Colors are one of the most important aspects of your business and your website. You can draw customers in, keep them engaged, or you can completely turn them away based on the choice of color you choose. Colors are a big burden for many companies who do not fully understand how they work.

It is important for you to not only choose the right colors, but you want to make sure that your products and services are well-represented and that they look nice. As customers do base a lot of their purchasing decisions on color, it is unlikely that you will sell much of any product if you do not display it properly.

As a business owner or manager, it is your responsibility to make sure that you are accurately displaying your company from the website down to the product. If you want to urge customers to purchase from your business, you should opt in for sale banners that are written in red or orange clearance signs that attract the eye. The same goes for the atmosphere you want to create. For a calm and energetic space, consider blue or green.

It will take some time to learn, but the more you try, the better you will become at choosing colors for your business.


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