Color Psychology in Marketing
by: Al Martinovic
On the internet we don't deal with face to face selling. The internet
is a visual and psychological medium. The words, or sales copy, on your
website have by far the greatest psychological impact on your visitors
and thus becomes your most important communication and sales tool.
But another important psychological aspect of your website that is
often overlooked are the colors. Yes, that's right... I said colors.
Just as you use words to express yourself, colors can be used as an
expression as well and are a language all on their own.
The background color of your website, the color of your header, the
color of your text, headlines and sub-headlines etc. can all have a
psychological impact on your visitors.
Here is a list of some of the common colors and what type of
psychological emotion they invoke in people:
RED is associated with love, passion, danger, warning, excitement,
food, impulse, action, adventure.
BLUE is associated with trustworthiness, success, seriousness,
calmness, power, professionalism.
GREEN is associated with money, nature, animals, health, healing,
ORANGE is associated with comfort, creativity, celebration, fun,
PURPLE is associated with royalty, justice, ambiguity, uncertainty,
luxury, fantasy, dreams.
WHITE is associated with innocence, purity, cleanliness, simplicity.
YELLOW is associated with curiosity, playfulness, cheerfulness,
PINK is associated with softness, sweetness, innocence, youthfulness,
BROWN is associated with earth, nature, tribal, primitive,
GREY is associated with neutralality, indifference, reserved.
BLACK is associated with seriousness, darkness, mystery, secrecy.
You can use the above as a guide when choosing colors for your
website. It really boils down to your target audience and what
psychological message you want to convey in colors.
Blues and white backgrounds work best for business sites. Maternity
sites should consider some pink. Golf or lawn sites sites should
consider green. Food sites should consider red, etc.
There are also numerous shades of the same color that you can use
too. Here a link that lists 216 colors that work in all browsers:
It also boils down to common sense too. As far as using colors in
text, black text on white backgrounds may be dull but it is the most
readable and pleasing to the eye.
Yellow text on white background is not only unreadable, but causes
eye-strain which will have people leaving your site quickly. Nothing
will lose sales faster than eye-straining text.
Here's a link for a "color wheel" that shows which colors compliment
each other, and which ones don't:
In conclusion, not only can the sales copy on your website have a
psychological impact with words but the colors you use can as well.
Use them wisely...
|About The Author
Al Martinovic works from home and runs a successful mlm business at
and also publishes a popular internet