Did you know that 85 percent of shoppers base their product purchasing decisions on colour?
At first, you would find that stat to be amazing.
But after considering just how visually-driven we are as humans, it makes total sense.
Visual stimuli guide nearly everything we do.
So why would it be any different when it comes to purchasing?
And just stop to think about some of the world’s biggest brands.
Most tend to have a distinct color scheme associated with their brand identity.
Example: for McDonald’s- it’s red and yellow. Everyone associates red and yellow with McDonald’s.
Colour and branding
As we all know, establishing a solid brand identity is vitally important.
It’s a key ingredient in building trust, making consumers feel comfortable, and creating long-term brand advocates.
And what’s an integral part of a brand? – Its logo.
The color scheme that a company chooses for its logo is forever linked with its brand identity.
According to research, “Color increases brand recognition by 80 percent.”
So I think it’s fair to say that color scheme is quite important.
There’s something else to keep in mind. Brand color has a correlation with brand value.
Take a look at these stats:
Valuable brands care about their colours. A lot!
If you were to go and mess with the colors of an existing brand, it would completely change how that brand is perceived.
Website colour scheme
Just like it’s crucial to choose the right color for your brand logo, it’s equally as crucial to choose the right color scheme for your website.
You don’t want to pick your color scheme at random or base it on “whatever looks cool” to you.
Of course, you want awesome aesthetics and to “make it pop,” but color scheme is something that you want to give plenty of thought.
12 essential tips on how to pick the perfect website color:
1. Understand how color affects emotion
The first thing is familiarizing yourself with how color affects humans on an emotional level.
Note that the impact of color does vary depending on geographical location. For example, a color that appeals to American shoppers may not necessarily appeal to Indian shoppers.
2. Consider your overall demographic
Now I’d like you to think about your target demographic.
Who is it you’re trying to reach and sell to?
What types of emotions are you trying to awaken?
These are extremely important questions to ask yourself.
3. Consider gender
Although this won’t apply to everyone, some companies mostly cater to a specific gender.
If you’re one of these companies, you’ll want to know what are men’s and women’s favorite and least favorite colours.
4. Consider age group
Here’s something to think about that may not be obvious — age group.
Did you also know that a person’s colour preferences can change with age?
5. Take “the colour quiz”
If you need a little help deciding on a primary color, you may want to take the quiz from Grasshopper.
It will ask you things like “what best describes your customers” and “what type of product you offer.”
It’s quick and easy (only seven questions) but can point you in the right direction if you’re a little confused about which direction to take.
6. Let go of your biases
Here’s a mistake that I’ve seen many businesses make when choosing a colour scheme.
And that’s basing it on their personal preferences rather than psychology and stats.
If your favorite color is blue, it’s very tempting to make blue your primary color.
But if you’re a cosmetics company targeting a female demographic, this would be a mistake, and you would usually be better off going with purple or pink.
This is just something to keep in mind because you don’t want your own personal preferences to end up costing you sales and potentially weakening your brand over time
7. Decide on how many colours to use
At this point, you should have a primary color in mind.
So now it’s time to figure out how many colors you want to use in total.
While there’s no one-size-fits-all formula for this, I would like to point out something that’s called the 60-30-10 rule.
Long story short, this rule is used to come up with a color scheme in areas like interior design and fashion and involves dividing three colors into percentages to create a “perfect harmony.”
Here’s how it all breaks down.
- 60 percent of a dominant color
- 30 percent of a secondary color
- 10 percent of an accent color
This means that the primary color will account for roughly 60 percent of the space on your website, the secondary color will account for 30 percent and the accent color will account for 10 percent.
8. Choose your set of colours
What you want to do now is determine which set of colours you want to use.
9. Consult the colour wheel
Do you remember back in art class when you learned about “the color wheel?”
Well, it can be a huge help for choosing a website color scheme.
What you want to do is choose either “analogous colors” that are similar and next to each other on the color wheel or “complementary colors” that are directly opposite each other on the color wheel.
10. Use tools for help
It gives you a quick and easy way to test out different color combinations to give you a better idea of how they would actually look on your website.
This can save you a lot of time and should help you find the color combination that’s just right.
11. Check out the competition
You can also learn a lot from competitors in your industry.
Checking out at least three websites of direct competitors and looking for overarching patterns in their color scheme is recommended.
This should give you a sense of what types of tones they’re using.
From there you have one of two choices.
- Create a similar color scheme that fits the conventional mold.
- Go the opposite direction in order to differentiate yourself from the pack.
Blend in or stand out.
12. Compare a few different colour schemes
Here’s some advice.
You don’t need to commit to the first color scheme you come up with.
In fact, that can be very limiting.
-Have your colleagues or business partners do the same to get a sense of what works and what doesn’t.
Then narrow it down until you find the colour scheme that fits your brand to a T.
You don’t need to be a world renown artist to come up with a workable website color scheme.
It’s just a matter of understanding the psychology behind color and the emotions that various colours conjure up.
With a bit of experimentation and trial and error, you should be able to come up with the optimal website color scheme.