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"One of the most controversial aspects of marketing is the psychology of color. While behavioral psychologists have been studying the affects of colors on people\u2019s emotions, there is little scientific consensus about how colors influence people. But, that doesn\u2019t mean that the colors of your brand and website don\u2019t matter. If you examine the marketing campaigns of some of the world\u2019s biggest companies you see that color matters a great deal. Here are the essentials every marketing director needs to know about using color on the web.Color Tells Customers They are in the Right PlaceWhile many cultures have different interpretation of colors and what they mean, there is no dispute that people use color as a shortcut in making mental links. You know you are on Facebook because you see the right shade of blue. Even if the blue is off only off a few shades, web users can tell they are dealing with an imposter. The colors on your website should remind site visitors of your brand. Can you imagine visiting a Coca-Cola website and not seeing their logo and reds and whites everywhere? Color also signals what your site is about. If you saw a website with bright oranges, yellows, and greens you would assume you were on a toy website or some site aimed at children. Yellow may or may not be the happiest color in the world, but if you are looking for an investment advisor you won\u2019t see a hint of it anywhere. This probably has less to do with the psychology of color and more to do with conventions that have grown up on the web.Color Can Improve ConversionA brief web search about color will give you all kinds of articles that assign any number of emotions to any number of colors, usually without any scientific evidence. But, for centuries marketers have used bright colors to draw attention to offers. The reason red is often used for calls to action and buttons is because it works. Red draws attention. Stop signs were made red all those generations ago not because of some caveman instinct to associate red with halting, but because it is easy to see a red sign no matter what the weather. If you have an otherwise muted website, a red headline or a red call to action button will naturally get the attention of a viewer. If everything on your site is bright, it\u2019s difficult to use color to make anything standout. Everything just becomes a circus jumble of bright colors.With so much information on the web, color is used to filter out what is truly important. A plain text link to an email list will almost always underperform a bright colored button.White Space is Still KingYou can have all the philosophical arguments you want about if white is really a color or just the absence of color, but the amount of white space you have on your website makes all the other colors worker better. Our lives are cluttered with email, app alerts, and overflowing Netflix queues. We all need more simplicity and nothing is more simple than white space.The single best example of the use of white space on a website is Google. The site is basically a big blank page with a search field and a colorful logo. It\u2019s hard to remember what search was like before Google changed everything, but it was crowded with links, text, ads, and colors. Google is the undisputed king of online advertising and the ads on the search engine are simple affairs surrounded in a sea of white. Even if you search for images in Google, you still see a lot of white. This makes it easy to make sense of what you are looking at. If white space works for Google, chances are it will work for your site.Everyday we are learning more about how the human mind works and how our senses guide the decision making process. Color undoubtedly plays some role in how we perceive things, but until there is better data there is no need to rely on unfounded claims of links between specific emotions and specific colors. But, color is critical to your marketing success. Use it wisely and you will boost your sales and increase the confidence your customers have in you."^^<http://www.w3.org/2001/XMLSchema#string>
<https://www.internetrealestate.com/blogs/news/what-every-marketing-director-needs-to-know-about-color-and-the-web>