Every colour has a meaning: green is shown to instil a sense of growth, nature and safety. Blue is the colour of the ocean and the sky, and it’s similarly demonstrated that it reminds us of depth and stability. Red is often a symbol of danger, but also makes us feel confident and strong. This may sound like nonsense to you, but on a subconscious level, colours have proven to affect us in ways we may not consciously realise. As such, it’s crucial that as a business you have a colour scheme for your website that accurately describes your product and represents you as a company.

As we once mentioned in a previous blog, minimalism is a trend that works right now. Simple, clean designs are perfect: easy to navigate and a joy to read and view. A customer is most likely to abandon a website after five seconds of load time, so a lightweight and simple website is often the key to a successful online presence. Adults certainly prefer to read text that is black font on a white background, but that said, your business needs to stand out from the crowd.

And that’s where colour comes into play. It’s incredibly tough to get vibrant websites with bright colours right. There’s a painful amount of websites out there that fail to successfully project their vision or sell their product because they’ve similar thrown far too much colour at their web design template.

It doesn’t matter how streamlined your searches, how clear your navigation bar or how fitting your font is if all you can see is a storm of wild, flamboyant primary colours. Pick about three colours but expect to only use one of them as your company’s representative colour. Blue, for example, tends to instil a sense of intelligence, so you may see a lot of medical sites using this as their leading colour. A lot of your site will stay black on white, especially around text, with those two other little secondary colours being used to highlight and emphasise certain aspects of your site. Using these small extras sparingly can make all the difference – not necessarily enough for the consumer to notice them, but certainly enough to help guide them around your site and pick out the product you want them to see the most of. Colour, when used correctly, can make conversion rates thrive. It’s that powerful – so you’ll probably want to get it right!

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