Experts believe that colors affect our moods, emotions and feelings. When we see warm or soft colors like red, orange or yellow, we can feel calm, happy, relaxed and full of energy.

Conversely, when we look at dull or muted colors like gray, cool blue, beige, etc., we can feel dark and gloomy. The brightness and hue have a significant impact on our emotions and thoughts.

For example, red can increase our appetite while attracting our attention and signaling to our brain that there may be a danger ahead.

A research study found that better quality infographics on a website, including warm, inviting colors in the graphics, helped increase customer conversion rates by 24%. This is because our brains cannot read and absorb all of the information listed on a website, even if it is broken down into small paragraphs and bullets.

By using the power of colors, you can get the message across to the reader in an easily digestible way. This enables readers to grasp important information on a website within seconds of opening it.

Let’s dig deeper into the psychology of color and understand how it can help improve website SEO.

The role of color psychology in the digital arena


Color psychology is the scientific study of how colors affect our emotions. It is part of the broader field of behavioral psychology. Research published in a peer-reviewed journal found that a customer makes a decision within 90 seconds whether or not to buy a product or service, and nearly 62 to 90% of their decision is based on the power of color.

The power of color psychology lies in how well you use color to create a visually pleasing website that will attract and engage customers. This means understanding how to leverage the use of color, tone, brightness, saturation level, and more.

In America, the two most popular colors used on websites are red and blue. However, many customers consider blue a depressing and melancholy color. The best way to determine which colors to use to improve website SEO is to narrow down your audience.


How to choose the right colors for the right audience

If you want to reduce your website bounce rate, you need to use color in the right way, at the right time, with the right audience, and for the right purpose.

For example, survey results have shown that women like the colors blue, green and purple and do not find the colors gray, brown or orange attractive. Most women are put off by these earth tones and prefer to look at products or websites that are in primary colors.

Take L’Oréal, for example. The company primarily targets women in its shampoos and conditioners, as well as other hair care products. Your website contains two basic colors, white and black, overlaid with purple. The purple color appeals to women and therefore customers tend to purchase products from the L’Oréal website that are based on the website’s color scheme.

Another example is Milani Cosmetics, which caters to cosmetic and beauty products such as lipsticks and makeup for women. Your website has a black background with pink headings and red highlights. These light tones appeal to women more and entice them to surf the website longer.


The correct choice of colors improves the user experience

While technical factors like on-page SEO, loading time, and image optimization all help improve website SEO, you can also use color to your advantage and create a better user experience for your customers.

A good user experience plays an important role in the search engine optimization of a website and increases the dwell time of the customers or their return rate. In addition, the Google algorithm takes into account the user experience when ranking websites in search results.

To choose the right color scheme for your website, you need to determine the type of user effect that you are aiming for. For example, you can use bright colors with bold tones like red and orange to keep readers motivated and get their attention.

However, if you want your website to convey calm and elegance, it is better to use calming tones and warm shades like light blue or soft lilac.

When choosing colors, you also need to consider their tone and saturation. The color purple with a dark tone can convey luxury and refined chic. A light-tinted purple, however, exudes a playful, romantic and carefree atmosphere.


Decide where to use color for maximum impact

You can also use colors to highlight different areas of the website, such as: B. Headings, frames, buttons or popups, background, menus, sidebars, logo, contact information such as phone number or email address and more.

You may have noticed that most websites use black as the primary text color. This is because black stands out and is easy to distinguish, which makes the site more readable.
Another important aspect is the use of the same colors for the logo and branding.

Customers interact with a brand’s reputation and are loyal to brands they are comfortable with.

Recognition is important to properly market and promote your products, to see returning customers and a higher conversion rate on your website. If you’ve already created a logo or design to use on your products, use the same colors to create a unique branded look that your customer base will instantly recognize.

Draw your customer’s attention with different colors

You can use colors as a map to guide your customers along the route they should take when visiting your website and to decide which links to open or which page to click.

One way to do this is to highlight the background of a text link in a different color to grab the user’s attention and make them curious about the page and the information it contains.

Another great way to get your reader’s attention is by using bright colors for call-to-action buttons. By using colors like red and blue for buttons like “Buy Now” or “Add to Cart”, users can easily see where to click to take action.

Here is an example of a shopping site that uses black call-to-action buttons:


By using different colors, your headings will also stand out and stand out from the overall webpage layout so that they are more prominent. For example, you can use a muted blue background for your webpage and use a darker blue to highlight headings and give them meaning so readers can see how the website is organized.

Improve readability and build trust

Websites need to have readable content on their pages so customers can quickly scan the page and gather the information they need.

Using light colors for text improves readability for users so that they can quickly scroll through the content of the website and be persuaded to purchase a product or service based on the listed advantages.

The colors of a text also help break up the monotony and make the text more accessible to users, especially those with color blindness. Color deficiency occurs in more than 8% of men and 0.5% of women. To improve website SEO, you need readable content with the right choice of colors.

Take a lot on this screenshot of the PayPal homepage with a light blue color scheme:


Many companies use the color blue to make sure that they appear trustworthy in the eyes of their customers. For example, PayPal, which processes billions of dollars every day, uses the blue color as its main theme and branding.

Likewise, websites that promote environmentally friendly behavior and want to show their sustainability efforts often use the color green. Green is known to increase the feeling of calm and peace and to give creative impulses. Hence, many websites use green in their call buttons to encourage their customers to click the button, increase their conversion rate, and improve their website SEO.

This post was written by Joseph Dyson, an expert in improving website bounce rates. He provides expert website SEO and link building services to help clients optimize their websites and maximize conversions.