Psychology of color

December 30, 2019

LLT Group

If you knew exactly which colors would improve the sales conversions in your business, would it be a factor that you would pay attention to?

The psychology of color is important in sales and marketing, since it influences and can even persuade the consumer to take a buying action. Colors affect consumers emotions and responses which influences their decision-making process. It also affects how they perceive the product or service that they’re interested in buying. 

As a business owner, you want to focus on the following. 

  1. Using the right color palette for your business that will increase sales and profits. 
  2. Avoiding colors that will deter your market from engaging with your business and purchasing the product or services that you are offering. 

What is color psychology?

Color psychology refers to the study of colors and how they are used to influence the decision-making process of consumers. [1]

Businesses and marketers need to understand what colors compel people to purchase, and the meanings behind colors that relate to the consumer taking actions that will convert them into leads or buyers. 

Psychology of color in web design

In web design, you want to make sure that any experience that a user has with your website will motivate them to engage and eventually convert into a lead or a sale. The use of the right colors on the right elements on the website can be the difference between someone clicking through a link on your website, making a purchase, or even navigating away from your website. 

The color use needs to be tailored to the market that you are promoting to. 

For example, if you are targeting a more youthful audience, bright, playful colors might incentivize the web visitor to stay on the web page and engage.

Some color factors that need to be considered in web design include:

  • The website’s background color
  • The color of the website’s links. 
  • The color of the website’s buttons
  • The website’s color palette
  • The website’s font color
  • Colors used in images on the website
  • Colors used for branding

The video below shares insight into the psychology of color in web design. 

How does color symbolism affect emotions?

Colors have different meanings to different people. So businesses and marketers need to be aware of how these colors are used with their target market and whether they trigger sentiment that is positive or negative. For example:

  • Black is often associated with a negative sentiment when used as the primary theme color. 
  • Red can be associated with being alarmed or love if it is used as the primary theme color. 
  • Green can be associated with goodness, wellness, health, or nature when it is used as the primary theme color. 


Color psychology chart

Color psychology

Color psychology

Image credit: Oberlo 

How can LLT Group help? 

LLT Group can help with the development of your business’s branding, which will include the color palettes for the visual identity that will be used within the business. The right color scheme will attract attention and will trigger an emotional response with buyers that will make them consider making a purchase of your business’s products or services.

Additionally, incorporating the right color scheme into the UX and UI web designs will incentivize people to engage with the site’s content and engage in buying actions. 

If you are interested in learning more, click here and one of our consultants will get in touch with you. 


[1] Color Psychology – Oberlo

[2] Wikipedia – Color symbolism

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