Maisie Lloyd
Maisie is the Digital Content Manager at Intelligency, handling all things creative for the agency. Her experience centres around the production of digital content, pertaining to graphic design, writing copy, and video and audio content.
What is colour psychology?
Colour psychology refers to the subconscious reactions our bodies and minds have to certain colours. These responses are incredibly useful to understand when designing a website to promote a behaviour (to buy a product or service).
Does colour psychology impact user experiences on websites?
Colour plays a key role in our day-to-day life; we may not realise the true impact it can have on the brain, but that doesn’t mean it’s not happening. Your brand colours inform the way customers perceive your business.
Colour can often influence:
- The way customers interact with a brand subconsciously influencing their behaviours and responses.
- Becomes an identifying feature for businesses, think of McDonald’s with their stark red and golden yellow arches. These iconic colour palettes become synonymous with the brand.
- It can be a great tool for demonstrating different product variations. Colour can be useful for showing a whole range of products. A common example of this is with haircare products, using different colours for different hair types for easy identification
Do certain colours lead to more conversions?
Absolutely, colours convert, especially when properly picked and placed in contrast to brand colours. We’ve created a wheel showing examples of great colours for converting, and poor ones.
The key to conversions is contrast and urgency; colours like red and green are particularly effective at doing so. Red is great at provoking a feeling of urgency; it is attention-grabbing and often associated with dangers or warnings. Which can then help to draw the eye to the call to action.
Whilst green is known as being a reliable colour, it often creates a sense of trust and reliability for the customer. Whilst it doesn’t work to create a sense of urgency, its vibrancy works to pull the focus, which is particularly effective for a converting button.
How to pick the right colours for your business’s brand?
Picking the right colour palette for your brand can be tricky, but there are a couple of ways you can establish the most appropriate colour palette for your brand.
- Undertake competitor research, look at if there are patterns are repetitions in terms of colourways being used.
- Identify the type of feeling you want your brand to create for customers, then look at colours that are associated with that.
- Start with the primary colour in your palette; this can really influence the remaining colours. Picking complementary shades for subtle but aesthetic outcomes or contrasting colours for visual impact.
- Test out palettes on a test site and with asset mock-ups. Visualisations allow you to definitively identify what does and does not work.
- Find balance in your colour palette. Whilst bold is great, make sure your content is accessible and legible. Sometimes dark and vibrant colour palettes can impact the customer’s ability to read, which then creates a poor experience.
Final Thoughts: Using Colour Intentionally to Drive Conversions
Colour isn’t just a visual accessory; it’s a powerful psychological tool that shapes how users feel, behave, and make decisions on your website. By understanding the emotional influence of colour and applying it with purpose, you can guide your audience toward the actions that matter most to your business.
Whether you’re aiming to build trust, spark urgency, or create a seamless user experience, the right palette can elevate your brand and strengthen your conversion strategy. Take the time to experiment, test, and refine your colour choices. With thoughtful application and consistent evaluation, colour can become one of your most effective assets in turning visitors into loyal customers.
