When designing digital products – such as websites or apps – one of the main maxims is to choose the right colour palette. Finding the perfect synergy between the colours of a brand and its effectiveness in terms of web usability is sometimes not an easy task.
One of the key factors in choosing the right colour palette for a website is to understand the psychology of colour. Here we explain the relationship between colour psychology and web usability.
What is colour psychology?
Colour psychology is the study of how colours define our perception of the world. Each colour is associated with one or several feelings, and this association will depend on each culture.
In western culture, the main colours are associated in this way with feelings:
- Blue: Confidence, stability, security, calm.
- Green: Security, tranquillity, health, well-being.
- Red: strength, passion, energy, confidence.
- Yellow: Optimism, happiness, happiness, envy.
- Orange: Creativity, enthusiasm, success.
- Pink: Emotional, love, sensitivity, sexuality.
- Negre: elegance, luxury, power, mystery.
- White: purity, innocence, security, simplicity.
Colour is a key factor in the navigation and interaction of users on our website.
How to apply it in web design
When choosing a colour in web design, you have to take into account the impact it will have on users. You have to think about what you want to convey and what you want to achieve with the website as a whole and with each section in particular.
In this way, with an optimal choice of colour, we will maximise user interaction on the website and increase sales, content download or more time spent browsing the page.
The first step will be to analyse the culture of the target to which the website is addressed and what involvement the colours have. Next, we will define which colour fits best with each section of the website and its purpose. And finally, we will carry out A/B tests to determine with maximum certainty which is the most effective colour or shade.