Colours are more than just a visual element in web design. They can actually shape how users feel and behave when visiting a website. The right colours can make a website more welcoming, guide users to take a certain action, and even reinforce a brand’s identity.
In this article we will delve into what colour psychology is, how colours impact our emotions and behaviour, how to choose the right colour scheme and the overall importance of colour choices.
What is colour psychology?
Colour psychology is the study of how colours influence human emotions, behaviour, and perceptions. It explores the idea that different colours can evoke specific feelings and reactions in people, often subconsciously. For example, blue is often associated with calmness and trust, while red can evoke feelings of excitement or urgency.
Businesses, marketers, and designers use colour psychology strategically in branding, advertising, and logo design to create specific emotional responses or actions, such as increasing sales, encouraging relaxation, or building brand loyalty.
How colours impact our emotions and behaviour
Different colours evoke different feelings and reactions, normally influenced by personal and cultural factors. Here’s a list of how different web design colours can influence users on your website:
Red
Red is a high energy colour that’s associated with urgency, excitement and passion. It’s effective in catching attention and driving action. Increasing conversion rate by 34%, red is a popular colour for “buy” or “subscribe” buttons on websites, helping to prompt immediate decisions from users.
Yellow
There’s a reason why our brand colour is yellow! Yellow is a vibrant and uplifting colour, associated with happiness and positivity. It grabs attention, which makes it ideal for highlighting key messages, calls to action, limited time offers and special deals on a website.
Green
Green is closely associated with nature and health. It can have a calming effect on website users and consumers. Websites in the health, wellness and environmental sectors use green to build trust and emphasise a connection to nature and wellbeing.
Blue
Blue promotes relaxation and a sense of security. Lighter shades of blue can create a sense of calmness, whilst darker shades of blue can create a sense of professionalism. Blue is often prominent on healthcare and corporate websites as it encourages a sense of trust.
Purple
Purple is correlated with luxury and creativity. It’s a favoured colour for websites catering to artistic or niche markets. Dark purples can evoke a regal, luxurious feel, while lighter purples tend to inspire creativity.
Black and White
Black is associated with sophistication, power and mystery, whereas white is associated with cleanliness and simplicity. When these two colours are used together, they create a sophisticated aesthetic. The combination is often used in minimalistic website designs to achieve a modern and clean look.
Websites that effectively leverage colour psychology
As well as using red in its branding, The British Heart Foundation uses red on its websites and specifically on its donation buttons, encouraging visitors to contribute and support the cause.

Iceland Foods uses yellow in its promotional banners and offers on its website. The bright colour helps highlight special deals and limited-time offers, grabbing customers’ attention.

Barclays uses various shades of blue to convey trust, stability, and professionalism. The colour helps reinforce the bank’s reputation for reliability and security.

Twitch employs a bold purple colour scheme to reflect creativity and innovation in the streaming and gaming community. The dark purple adds a sense of excitement and energy, fitting for its target audience.

Chanel uses black and white to create a timeless, sophisticated aesthetic. The combination highlights elegance and luxury, aligning with its high-end fashion brand.

How to choose the right colour scheme for your website
There are many factors that come into play when considering a colour scheme for your website and it’s an important decision to make.
- Align with your brand: If your website is representing a brand, make sure your colour scheme matches your brand’s identity. Keeping things consistent helps build trust and makes your brand more recognisable. Think about Coca-Cola – its signature red and white colours are instantly identifiable
- Understand your audience: It’s crucial to know who your website is for. Different colours can have different meanings across various demographics and cultures. Spend some time researching your audience to find out which colours resonate with them and are commonly associated with your industry.
- Think about the emotional impact: Consider the feelings you want your website to evoke. If you’re aiming for a sense of trust, blue might be your go-to. If you want to inspire action,the colour red could do the trick.
- Keep accessibility in mind: Make sure your colour scheme is accessible to everyone, including those with visual impairments. Choose colour combinations with good contrast and consider adding alternative text and other features to improve accessibility.
The importance of colour choices in website design
Choosing the right colours for your website is like picking the perfect outfit for a first date – it’s all about making the right impression. Whether you’re aiming for a sleek, minimalist look that screams luxury or a bold, vibrant palette that appeals to a younger crowd, your colour choices have a big impact on how visitors perceive and interact with your site. Get the colours right, and you’ll create an atmosphere that keeps people engaged and makes your brand memorable.
How Milk & Tweed can help
Understanding colour psychology can set you on the path to creating a website that truly embodies your business and captures its essence.
If you need a bit of guidance or a creative boost for designing a website – whether for a new venture or a rebrand – Milk & Tweed is here to help!
Just get in touch with us, and we’ll work together to craft a website that not only looks great but also resonates with your brand’s unique personality.