Is Your Website's Color Scheme Costing You Customers?

Think about your website's current color scheme and consider if you're making your customers think about things such as soap - or even death! See what I mean by reading each color's symbolism.

Red - In nearly every context, red is a powerful, energetic color. It is often seen symbolizing war, bloodshed and fire. We use it to communicate danger and warnings as well as to symbolize love and passion.

Red in a website's color scheme shows determination, power and high energy, but it can also carry hints of aggression or anger.

Orange - Not many people like the use of too much orange on a website, that's why it's often used as a highlighting color to separate cool blues or soft greens in a palette. Orange is exotic and is often used on travel sites as well as nutritional and children's sites because of its bright appeal to youngsters.

Scientists and advertisers have found that the color orange stimulates the appetite as well. A great color choice for a site about food, cooking, travel or a site aimed at kids.

Yellow - A joyful, cheerful color, yellow makes us think of sunshine and happiness. Bright yellow is another attention-getter for kids, and even yellow sports cars have been sold for that "attention getting" factor.

Yellow screams out, "notice me!" and is ideal for highlighting your site's more important messages (such as a "yellow highlighter effect" you may see on some sites). At its worst, too much yellow can be overwhelming and pushy, especially if there are several instances of it on a page.

Green - Commonly used on sites promoting nature, health and freshness. Green is also used extensively on financial websites because of its connection to money. Green also helps promote the idea of safety (i.e. "green light") and peace.

The downside is that green can also denote inexperience. Most people see green as a positive color, however, and a color that shows your company as innovative, new and revitalizing.

Blue - One of the most popular colors for corporate logos in America, blue has a calming, tranquil effect. In parts of South America, blue is the color of soap! However, in most instances, blue is one of the most well-liked colors and denotes confidence, security and reliability. Dark blue tones are especially popular when highlighted by warmer colors (red, orange and yellow) for easier readability.

Avoid using blue tones to highlight food products, as blue (as opposed to orange) has been shown to decrease the appetite.

Purple - Long associated with royalty, purple is a color that highlights extravagance and luxury. Using colors such as purple and gold denotes wealth and spending. Purple is a unique color and rarely found in nature. Bright purple is often used together with yellow, orange or bright blue to promote children's products.

Purple is also considered a more creative color and when used with darker tones such as dark blue or even black, can symbolize mystery and the occult.

White - White is the symbol of purity, peace and cleanliness. White and green are often used to label health or cleaning products. In some Asian countries, however, white is the color of death.

Too much use of "white space" on your web page can tend to "wash out" the other colors and shift the user's attention elsewhere.

Black - In ancient times, black was the color of evil, death and mystery. In more modern times, black has come into its own to be recognized as a more elegant and intriguing color. Avoid using a black background on your page as it decreases the readability of other elements on your site.

Using black together with brighter, warmer tones (red, orange and yellow) can broadcast an important - or even dangerous - message or warning.

Gray - Gray and silver can denote elegance and are often used to promote "classical" styles or brands that have withstood the test of time. Gray and green are commonly used colors for financial institutions as they evoke feelings of seriousness and stability.

Otherwise, gray can denote old age ("going gray") or perhaps a company that is "behind the times". Gray is not a good choice for a technological service because of its necessity to be more "cutting edge".

Gold - Like purple, gold is the ultimate symbol of luxury and wealth. Using gold on black promotes elegance, sophistication and money to spend. Much like yellow, too much gold can be straining on the eyes. Use it to highlight areas of your site worth noting - especially high-ticket items.

Pink - A decidedly feminine color, pink is almost always reserved for women. Pink is a cheerful, playful color that, together with red, signifies love, friendship and even passion.

The color pink also portrays passiveness and a carefree attitude. Together with light blues, yellows and greens, pink can signify spring.

Hopefully this brief color analysis will help you look at your own website color scheme more closely to determine whether or not it's time for a brand new look!