How Color Affects Your Business

colour wheel

Marketing starts with color.

Close your eyes and imagine any world-known website. What do you see? We bet it’s an abstract image of the page, consisting of multi-colored blobs, or maybe the brand’s logo (the examples of good logos can be found at Design Contest Logo Design)

The similar picture appears in minds of millions of visitors, so the primary goal when choosing colors for commercial purposes is to convert them into an effective advertising tool. Let’s learn how to do it in practice.

Being a marketer, you would be familiar with the scheme of the decision-making called AIDA, which was proposed by Elmo Lewis in 1898. Mr. Lewis was convinced that the buyer goes through several mandatory steps:

The right choice of colors allows to convert the maximum number of visitors right to a target action, i.e. it increases sales.

Color is a monopolist of users’ attention. But whether all colors equally effective?

Theory of Color or a Brief History

There is a certain theory that helps to choose the colors that affect the behavior of the target audience, as well as attracting visitors’ attention, holding them and pushing to the expected action. This theory is called “Color Theory”, and it has long been used by successful artists and designers.

The degree of visual impact is largely determined by color and color combination, which both affects our behavior. Color theory is quite deep topic that is in interest of society for a long time: the earliest mention of this theory appeared in 1435, the times of the Italian Renaissance. First there were four “true” colors: red (the color of fire), blue (air), green (water), and gray (land); it was thought that any other color could be obtained by mixing of these 4 main colors.

Later, Leonardo da Vinci, Isaac Newton and some other scientists have proved that there are only three main colors: red, yellow and blue. The modern theory of color was suggested by Albert Munsell, who introduces such terms as shade, brightness and color saturation. These three categories are fundamentals of the psychological associations with color.

In the past few decades, there appeared a few other digital color theories…theorists, designers and web developers have put a lot of efforts to figure out how to understand and accept the color through the digital platform.


How a Theory of Color is Associated with the Conversion of Landing Pages?

When users come to the website, his/her impression is a matter of a few seconds. That is why the spectacular landing pages are so important to your success: if you do not attract the user’s attention in the first 8 seconds, then most likely you will lose him/her forever.

There are two ways to use color theory to create a selling landing page:

  1. The combination of contrasting colors for ease of readability.
  2. The use of psychologically justified color associations.

These two approaches allows you to convey a specific message to the user, as well as to choose a color for the target page based on what is really going to be effective, not on the principle of a “good appearance “.

Using the theory of color you will:

  • Keep users’ attention for as long as it possible.
  • Call target audience to action.
  • Significantly reduce the bounce rate.
  • Increase conversion.

Colors and Associations

  • Red. Use this color to stimulate sales. It calls senses of healthy ambitions, determination, and leadership. The text marked in red always catches attention, so be sure to highlight in red what has value.
  • Yellow. A one more color to focus the attention of the audience. It’s the best to make accents since it’s warm and comfort. Yellow is recommended for branding connected to goods and services for children.
  • Orange. It best suits sports products since it is associated with activity and energy.
  • Blue. Please use blue color if you want to call for the trust, honesty, and loyalty. Blue color adds consistency, stability, and professionalism to your brand. It describes your company as a leading on in the sphere. But be sure not to overdo with blue since it may cause apathy and sometimes even depression.
  • Green. As you know, green symbolizes nature. It’s a great choice for all medical services. Green is also connected to wealth and money. However, note that green is a passive color.
  • White. A clean color which never spoils the design. It’s good for a background and quite harmonic when used together with other colors.
  • Grey. It’s not the best choice for a business; grey can be used to hide unnecessary information since it doesn’t attract attention.
  • Black. It’s one the most powerful colors that can give you perfect results when using in combination with other bright colors. Black is the most common color for text information.
  • Brown. Use dark shades of brown to associate audience with wealth; bright shades call the sense of availability. Brown color creates an image of the reliable and stable brand.
  • Pink. It’s commonly used in a world of fashion. Purple is a glamor color which can mean prestige and elegance until used too much. Be sure to control the gamut when using purple.
  • Purple.  It’s almost the same as pink, just with the addition that it can be used to express the mood of magic and mystery.


Thus, knowing the psychology of color, you’re able to determine what color sells your product best. Choose the main color and use it as the core to create a website design of your dream!

The Bottom Line

Color possibilities are almost limitless. Thanks to a “proper” color, you can push users to the expected action, while poorly chosen color can be confusing and increase the bounce rate. Although the use of colors in marketing and branding is sufficiently predetermined by the psychology of emotions, you shouldn’t strictly follow someone else’s recipes.

Search for your own color combination that could bring you leads, conversion and profits. Don’t forget to test everything you change, since color is a powerful tool, intolerant to carelessness.

About The Author

Brian Jens definitely knows what’s going on in the world of trends and tendencies. Being a part of DesignContest team, he enjoys blogging and designing with all his inventiveness.