Creating Effective Color Schemes for a Business Website

When you want to turn your website into a sales-generating machine, you have to do more than just churn out persuasive and excellently written marketing copy. You also have to consider the overall design of the site.

Color is a factor that matters a lot in website design. The right palettes help create a positive first impression on customers.

Color is also important in customer purchasing decisions. According to an article by Inc., over 75 percent of consumers make snap judgments simply on the color of the product.

When revamping your website, you should choose effective color schemes to engage users, encourage them to continue checking out your site, entice them to buy your product or sign up for your service. The main goal of this activity is to come up with a color configuration that contributes to the growth of your business.

Here are four suggestions to help you create appropriate color schemes for your business or brand:

Choose Colors That Portray the Personality of Your Brand

Take a good look at the words you use to define your brand. Then, pick colors that describe its personality.

Let’s say that you describe your brand using the following words: stability, wisdom, simplicity, and hope. Then, use color psychology to determine what colors these words symbolize. Based on your input, you could select blue and white as the primary colors for your brand or business logo.

Configure the Color Hues to Your Liking

You could change the saturation, shade, and tint of your colors according to your preferences. If one of the colors of your brand is blue, for instance, you could make it darker or lighter.

You could also change the tint to come up with variations of the same color. If the color you selected is blue, you could go with periwinkle, ice blue, baby blue, and morning blue.

Use Secondary Colors


The designs of a logo could sometimes require the use of other primary colors. This applies to landing pages, as well as sites that are rich in content.

If blue and white are all you’ve got going for brand, you’ll need to select at least one color that complements or contrasts your primary colors. The purpose of a secondary, accent color is to:

  • Create a unified design that impresses visitors or potential customers.
  • Visually separate various elements of your website, such as buttons, headings, and sidebars. This boosts overall user experience, as visitors will immediately know the distinctions between each feature.
  • Direct the eyes of your visitors to vital information on your website.

Pick Natural Colors

Neutral colors, such as black, white, and gray, are necessary to balance the design of your site, produce white space, and differentiate the color of your main text with your backgrounds and patterns. Make sure you have these colors on your website.

When introducing black as your neutral color, steer clear of absolute black. One hundred percent black is visually overpowering and can make checking out your website visually difficult. Introduce subtle colors to black to make viewing your site easy on the eyes.

These four suggestions should assist you in producing an effective color scheme for your site. Remember that excellent design is relative. If the color scheme you chose boosts engagement, brand awareness, and conversions, go with your selection. After all, your goal at the end of the day is to improve your bottom line.

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