Color plays a big part in the minds of people, and have particular application as it pertains to evoking certain emotional responses we want to see happen, say for example on our sales pages!


The psychology of color offers us a great deal of data to digest. This data shows us specific choices we can make regarding colors for your web pages, marketing pieces, buy buttons and a lot more. Even though this information is valuable, it is still incumbent upon us to evaluate what works the best for our particular audience.

So what is the psychology of color?

Basically, the psychology of color is the study of what colors evoke response in people, and what those responses are likely to be. There are differences in each and every sex, age group and other demographic you can name. For instance, women love purple, while men loathe it. Brown often means a rugged, outdoorsy feeling, while for others it indicates warmth. Red can be found on stop signs, but also suggests a level of excitement. Green means money to some, and calm to other people. One surprising fact: the favorite color of both men and women is blue.

How to use this information to your benefit

The best way to succeed with this is by testing for the best responses in your audience. Each of us have different demographics that we work within, and what works best for one will not suit all others.

  • The starting point is knowing who your audience is. Is your audience mostly male, female, young or old? The colors are very different, and speak different things to each set of people.
  • Know which parts of your pages are the most significant. For example, any calls to action on your pages should stand out with a bolder, while at the same time complimentary, color.
  • Think of the overall feeling you are attempting to convey, and test accordingly. Color evokes mood, and you’ll need to think about this when determining what you’re trying to say with color.
  • Make your colors consistent, in order to keep your message consistant as well. Also, try to keep any hyperlinks blue whenever possible, as this has been the link color since the Web began, and there is a case for familiarity.

Above all, take time to test colors that work best for your distinct audience, as it will be vastly different, even from your competitors.