Graphic Design

The psychology of colors to increase website conversions

You understand your targeted customers really well. You know what they like. You know how to navigate from one page to another to maximize the conversions. You conduct keyword research to identify the best keywords for conversion on your website. You structure your pages and posts in a way that addresses the user search intent.

You have complex applications built by your developers to improve sales, record sales, and build a useful clientele base. But there is one additional step that can help you enhance your conversions: choosing an effective color scheme for your website.

Choosing a color combination isn’t simply strictly about your branding or what colors are the most attractive. It’s bigger than that. Your choice to proceed with any color combination should be based on the psychology of your customers and the potential impact the colors can have on their buying decisions.

Various studies, including one conducted by Neil Patel, show that correct colors for your call to action buttons can dramatically increase the conversion rate. Even minor changes in colors can improve your success rate, while your overall color combination improves your website’s aesthetics.

Let’s dig deep into the use of colors and how the right colors can improve the overall user experience on your website.

The psychology of colors

Color psychology is a branch of the broader area of behavioral psychology. Essentially, it is a measure of how colors affect human behavior and responses.

Your choice of colors for the call to action buttons, pop-ups, links, quotes, headings and text can have a substantial effect on how your customers respond to your messages. Understanding the color psychology of your customers will require you to dig deep into their mindset.

For example, not everyone will respond to the blue color the same way, which means that your decision to go ahead with a particular color combination may or may not bring about the required results.

This doesn’t mean that you cannot completely overlook the significance of colors towards branding and conversion because several undeniable facts of color psychology are proven to work.

Considering your visitors take milliseconds to form their buying decision based on your website’s visuals, you would want to make sure that your chosen color scheme is robust and attractive enough to evoke and uplift moods.

Regardless of the industry, you are operating in, make sure to spend sufficient time developing the perfect color scheme for every part of your website. Still, choosing a color combination for any website or application is an imperfect art, and you cannot guarantee results despite your best efforts.

Continue reading to make color psychology work in your favor.

The myths about color psychology

While not many scientific studies have been undertaken on the color psychology, there is substantial evidence available from consumer research. For example, several research studies, including the one published by Neil Patel confirm that there is indeed a relationship between color psychology and buying behavior. This means that choosing the correct color theme can improve your conversions and profitability.

However, there isn’t a universal formula that can guarantee to affect the consumer buying behavior positively. The choice of colors largely depends on the industry, demographics of the audience, cultural and religious beliefs, and advertising objectives.

You will find some proclaimed gurus suggesting that the same color will give the desired results without considering the factors affecting the consumers’ buying behavior. But this is not how it works. Consider taking the trial and error approach to be sure of the color combination that will work for each specific website or campaign.  

Where to apply the color psychology?

The significance of colors is emphasized throughout the sales and marking cycle. Whether you are developing a website, designing packaging for your projects, designing the cover of your book, creating a software or simply designing your business cards: colors play a key role in influencing the consumer mood and behavior.

The following are the website elements you must keep in mind when choosing the color scheme for your website:

  • Pop ups
  • Buttons
  • Backgrounds
  • Borders
  • Headline type
  • Hero graphics
  • Logos
  • Branding
  • Video
  • Product design
  • Cover photos
  • Social media posts
  • Email templates
  • Menu bars
  • Landing pages

The significance of color psychology

Color psychology helps you promote your product or service and enables you to communicate value. Brand value is of critical importance for any business. Selection of the correct color combination for branding purposes will result in the following benefits.

Lead generation and customer retention

With the right color scheme for your website, you can get more sales leads, boost email sign-up rates, and improve the customer retention rate. An inspiring selection of colors can tempt people to share your brand with their friends and family.

Making a lasting impression

A careful selection of colors for your website can have a solid first impression on first time visitors while fostering the existing clientele.

Clarity of vision

Your band vision and design can get a real boost upon intelligent use of colors for the various elements of website. Considering the ever-increasing competition on the internet, it is vitally important that your brand speaks the language your target audience speaks, or your product or service will get lost in the sea of competition.

Psychology experts believe that there is a deep connection between color psychology and memories and experiences. This means that if someone had a pleasant experience while wearing a blue shirt, eating a meal on a yellow plate, or driving a yellow car, then the yellow color will active their memory.

Want to increase your website traffic by improving the color scheme? At Cognizantt, we are determined to help you grow your business online. Are you ready to take the step of faith?

Use of colors to enhance conversions

Choosing a color scheme for a website or any other product can be a daunting challenge because it is not straightforward. There are multiple ways of going about the color selection process. Each approach is likely to disagree with another. But in general, the color choices of men and women seem to have some really obvious differences.

According to one research study, women prefer the lighter shades of blue, green, purple and red while men choose the darker tones of the same colors.

Many other studies also claim that women are most comfortable with blues, greens, and purples. Orange and red colors are used to trigger positivity and action.

Colors that are known to improve conversions include green, blue, orange, red, and black. On the other hand, the role of gender in today’s society seems to have evolved, which means gender isn’t as binary as it was in the past. So a color combination that appeals to one gender over another may not be a perfect choice. 

Use the blue color for trust-building

Many studies have revealed the use of blue color is strongly linked to trust-building. You will find educational institutions and financial organizations use blue. University of Oxford, University of West Scotland, PayPal, Bank of America, Visa, and many more are using blue in their website color scheme. While each variant of blue suggests something different, they all symbolize:

  • Loyalty
  • Honesty
  • Trust
  • Security
  • Reliability
  • Validity

These are the typical characteristics we seek in an educational or financial institution. While blue seems to be a universal color and looks great in all tones and shades, it may not be the best choice for food packaging material. Again, not all research studies agree with this idea.

Yellow signals cautiousness

The yellow color signals caution. You will find yellow heavily used in traffic signals, warning signs, wet floor signs, parking signs, and more. While yellow is primarily used to show signs, it is also known to emit joy, positivity and warmth.

Various shades of yellow are used for different purposes, even though they all aim to inspire confidence, joy, happiness, fun, recreation, and creativity. For example, the bright yellow color in the call-to-actions on a website seeks to grab the readers’ attention and instil curiosity in them.

Green for environment-friendly and green products

Over the last few years, we have seen the rise of the organic food and eco-friendly products industry. You might have noticed that almost all websites operating within these two niches use green the green color because green is associated with the environment, nature and the outdoors.

Many companies are using green color for product packaging as well so people would see their products as eco-friendly and healthy. Green should be the obvious choice for you if your website sells a product or service related to the environment, outdoors, or nature.

Black and gold equal luxury and class

Black and gold are almost always associated with luxury, elegance, and high-ticked items. Although many experts write off the importance of black for a website, it is frequently used by retailers of jewelery and other luxury items. 

In color psychology, black signifies prestige, power and authority. This shows why brands like Rolls Royce, LOREAL, NIKE and Chanel use black color for branding.

Use of bright colors for improving click-through-rate

Did you know that using bright colors on your website, particularly for the call-to-actions, can dramatically improve your CTAs. While note everyone will agree to this argument presented by various research studies, you will notice many successful brands using bright colors, such as red, blue, green and orange, for CTAs. For example, Amazon uses orange to enhance CTAs.

But, it is not only about the individual color but also the complete color combination and color contrast you choose keeping in mind the needs of your audience and your brand’s vision.

The white color psychology

Almost all websites have sections that are pure white because it enhances the appearance and reduces clutter. You should use white if:

  • You want a minimalistic and simple design
  • You need white spaces to add contrast, and for typography

You may choose to use warm shades of white, such as off-whites like ivory if the pure white color doesn’t inspire you.

Tips to make the most of color psychology

If you are looking to update the colors of your website or another IT application, you may not need to start everything from scratch. It may not be possible for you to change the colors of all the website elements, but you can still improve the colors of various elements, such as the email template or the popup. Here are some tips you can consider when implementing color psychology into your sales and marketing cycle.

  • Avoid color overload – Using too many colors can cause confusion for the visitors and decrease the CTAs.
  • Color psychology is a designer’s issue, and so make sure to have your designer’s input when implementing any color changes. Let them dictate the best colors for your project.
  • Test different colors. Try a range of color scheme variation so you can be sure about the one that works for your brand.
  • Use psychologically appropriate colors to complement the existing color
  • Always be prepared to change the colors if the current color scheme is not bringing about the required CTAs.


Many web admins undermine the importance and potential of color psychology for their websites. Having a suitable color scheme and color contrast can strengthen your marketing and branding efforts.

While it is important to have your designer’s recommendation when implementing any color changes, it is equally essential for the webmaster to participate in the process. Don’t leave the decision entirely down to your designer.

Only you know what your audience like and what colors they are more likely to interact with positively. For example, if the issue you are looking to solve is low conversions, you would want to use brighter and more specific shades like orange, yellow, and red.

Finally, it is essential to realize that changing colors on your website doesn’t guarantee the desired results. Each visitor responds to the same color differently.

Are you looking to implement color psychology into your website marketing plan? Cognizantt designer can suggest the best color scheme for your project after carefully analyzing your industry, competitors and strengths.


How to structure and organize your PPC keywords

Your Adwords campaign starts with keyword research. But simply creating a list of targeted keywords may not be enough.

If you are looking to work out how to structure and organize keywords for your PPC campaign, this article will help you.

Once you have collected the keywords data, you will need to classify them into a more targeted group of keywords based on the search intent.

adwordsgroups 1

Make sure your ad keywords groups are tight and relevant to your product or service. Adjust your keyword groups based on the search intent level to measure your campaign’s performance easily. Create specific and relevant ads and landing pages for the different keyword groups to achieve the best possible results.

Understanding the search intent for your keywords is of critical importance at this stage. See how the search intent changes from broad keywords to more specific and narrow keywords that express users’ intent to purchase.

longtail 1

For example, a broad keyword, such as “tractor” doesn’t have the required purchase intent for a company that sells tractor parts. In contrast, a more specific phrase like “private electric tractor” has far greater purchase intent.

The above process flowchart shows the change in the search intent from informational to transaction based on the keyword groups.

Remember this when categorizing your keywords into groups for your ad campaigns.

Include negative keywords in your first PPC campaign

It is highly likely that you will not hit your conversion targets if you overlook the importance of search intent when creating an ad campaign.

Some keywords may be tempting because of their higher search volume, but if they lack transaction intent, then you may end up with a very poor click-through rate.

negativekeyword 1

As explained by Neil Patel in his guide on PPC, the above example demonstrates that the grouped keywords target an audience that might be interested in training and running shoes. However, keywords such as “sneakers” and “high top sneakers” are not relevant to the target demographic. These visitors are very likely to exit the landing page because their search intent will not be fulfilled.

Some keywords may have far different user intent and can invite clicks with an immediate bounce that won’t turn into a conversion.

It could also lead to ad impressions that result in no clicks.

Both can weaken the quality score of your ad, which negatively impacts your ad placement and cost per click.

To prevent this, flag any keywords that may attract the wrong audience as negative keywords. This will keep your ad from displaying if those keywords are used.

If you are looking for a company that can help you with keyword research for your PPC campaign, then look no further than Cognizantt. Over the last few years, we have helped many businesses generate more leads and more sales with our award-winning PPC management services.

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