Color is king when it comes to the overall look, vibe, and effectiveness of your website. Yes, that’s right: color can actually have a huge impact on ratings and conversions. In fact, there’s actually a thing called Color Psychology for web design that educates web developers and designers on how to utilize color to enhance the user experience.

This color psychology actually assists in directing your target audience to take action– whether it’s scrolling through images, reading the sidebar, or spending money. If you’re building a website or have a chance to renew your web design with your management service, choosing a meaningful and intentional color scheme can make all the difference!

With the help of marketing and technology professionals at Smashing Magazine and Kissmetrics, we’ve outlined the most relevant meaning of color and how they can relate to your business goals!

Gender-Based

Studies show that women aren’t attracted to the colors orange, brown, or gray, but find purple, blue and green enticing. Men also prefer blue and green, and are also partial to black over purple. Think about this as you design your site. If your target audience is gender neutral, you have more flexibility—but if it’s specific, color truly matters. Nevertheless, make sure your colors are appealing to your general target audience.

Color Moods

Color can actually make people feel something, which in turn, can make or break the amount of time visitors stay on a page. Cooler colors such as green reflects growth and new beginnings, and olive green has a natural effect. Blue represents trust. Major corporations often choose the color blue, as it reflects a professional, yet loyal and calming effect. Warmer colors like red are very passionate and powerful, and can make a bold statement. Yellow is inviting, energetic and positive, but could also cause nausea for some people. And orange (especially a bright orange) can can actually stimulate hunger.

Influential Shades

Much like a powerful image, color can lure your visitors in and influence them to take a specific action, such as donating money, purchasing a product, or participating in a survey. Many designers like to use specific colors for buttons, sidebars, headers and footers so the eye catches that color, which leads them to an action-based location on a page.

Orange is one of those colors that stimulates impulsive behavior. It draws attention—but be sure to use it sparingly as it’s more effective in bursts instead of an entire color scheme. Vibrant reds, yellows, and bright green are also great call-to-action colors!

The moral is: don’t underestimate the effect color has on the overall appearance and success of your website. Research your colors and then match that to your company vision and purpose—once you have that knowledge and understanding, you (or your web designer) can build a cohesive and meaningful color scheme throughout your site.