Your web pages should ideally be a pleasing combination of text and images.  It really doesn’t take much in the way of gaudy colour combinations or overly flashy animation to turn visitors away.

Colour selection is a critical issue while developing your web site.  Try to limit the number and amount of colours you use on your website.

Research shows that colours have an impact on people’s emotions and can influence their buying decisions. It’s important to understand and implement the right colours for your website. I am explaining below the emotions that human beings tend to subconsciously associate with specific colours, so that you can try and use colours on your website strategically.

Black: Black represents elegance, authority and power; though it is not necessarily the best colour to use extensively as people also associate it with evil and death.

Grey: Grey is associated with a great deal of authority. It’s great for websites of accountants, lawyers and so on, or as a secondary colour on ecommerce sites. It is not the best of colours for ‘fun’ type of web pages such as on a site selling, say, surfboards or children’s toys.

Pink: Pink is appropriate for websites which want to cater to a female clientele. Pink relates to femininity. It also reflects dignity and well being.

Red: A red sports car invariably turns heads very easily. Red grabs attention. It is the most emotionally intense colour; reflecting strength, excitement, speed and energy. In certain contexts, it often helps to have red on the above the fold section of your landing pages to attract attention
and create excitement.

Gold: The colour gold is usually associated with wealth and prestige, so it might be worthwhile to consider this colour in websites catering to wealth creation type of scenarios, such as property, trading and the like. I suggest
using gold around any product guarantees or warranties. However, it is not the most appropriate colour to use in ecommerce set ups, except in specific contexts, as it tends to create an impression that the product or service
on offer is expensive.

Purple: Purple represents dignity, royalty, luxury as well as wealth and authority.

Green: Green is regarded as the least emotionally intense colour. I don’t recommend using the colour green unless you are targeting specific niches like the gardening or holistic healing niche. However, green is regularly used on ‘call to action buttons’ and subconsciously we relate this colour as the
‘Go’ colour, just like our traffic lights.

Blue: This is one of my favorite colour for ecommerce websites. Blue represents trust; something that we must create to get the sale. Blue is a great colour to have on your website as it has been proven to have increased
conversion rates.

White: This is arguably the best background colour for any website. White creates a clean design and represents purity and a cleanness that people inherently love.

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