It is a proven fact that physical changes take place when individuals are exposed to certain colors. Because colors have the power to stimulate, excite, or even depress, specific color combinations can possibly work to your advantage or to your detriment. Basically, colors on the red side are warm and stimulating, while blue/green colors are cool and relaxing. Ask yourself if your web site is sending the message you intended.

Does Color Matter?

We've all read the countless publications about effective web site design, outstanding written content and the never ending need for search engine optimization. Yet, all too often one of the keys to effective web site results is overlooked. The color one chooses for his or her web site may not be well thought out and can in fact make all the difference between a well-received site and one that is unappealing to the eye.

No Matter How You Look at it, Color Makes the Difference!

While we all have our own color preferences, when it comes to a web site, you may have to abandon your favorite color and consider what draws a person's eye, what feels inviting and mostly what says, "I'm someone you want to deal with."
Of course color preferences can vary so greatly that to one person the color yellow represents brightness while to another, the yellow color seems repugnant. But, no matter how you look at it, colors make the difference. Whether you are selling a product, offering a service or promoting a new business, your web site is your primary advertisement on the Internet. Therefore your job is to make everything about your site as inviting as you make your home. After all, this is how you represent yourself to millions of viewers. And just as you want people to feel at home and at ease when visiting your house, you want visitors to feel the same level of receptivity when visiting your online business.

So How Can You Be Sure Of The Right Color For Your Web Site?

Do you you think that people buy more often when they see a certain color or do you think it makes no difference? The truth is, color has influence. To find out how, let's start with how colors impact on viewers.

1) Have you ever noticed that on some days you feel more vibrant and alive simply by the color of clothing you're wearing? The color actually influences your mood. The same holds true of your web site. Based on the colors selected, it can either come across as vibrant, relaxing or depressing.

2) Visually, some colors elicit feelings of excitement, serenity, joyfulness, and even distress. Pay attention to what feelings are evoked when you see a particular color, and then apply the same principle to your web site.

3) When used correctly, you can encourage more buying and selling power when using the right colors. Colors emphatically stimulate a response, sometimes positive and sometimes negative.

4) You may think that when you look at an ad or even a piece of clothing that you're attracted to the item itself, but more than likely you're attracted to the color. No matter how beautiful an ad or an article of article, if you don't like the color, you'll probably be turned off by the product.

5) White is always safe and easy on the eye as a background color for your web site plus it lends itself to a feeling of trust. While black may at first appear dramatic, it is not a good background color for your web site. Therefore, choose colors that compliment the white background.

6) While any color blends well with white, all colors are not as appealing to the emotional eye. Red activates excitement while greens and blues leave a feeling of peace and calm. Dark colors evoke dense, heavy feelings. Yellow offers a feeling of brightness. Since all colors have different meanings and elicit different feelings it's important to choose a color that reflects well on your message.

7) When making a color choice for your web site, remember that your site is always representing you. In fact, you are always selling yourself so be sure that you're selling yourself effectively. Review your site as objectively as possible and ask yourself what your site says about you.

8) Almost any color can reflect a positive message but a lot depends upon the tone. Darker colors may appear a bit somber but when mixed with some bright colors, can add a more cheerful tone and be very inviting. As an example, I recently reviewed a site that contained a lot of gray, but there were hues of rust and yellow intermittently dispersed, which made it very attractive.

9) Regardless of the colors you choose, make sure to compliment the color with small bits of bright colors to add a feeling of confidence to the tone of your site.

The following are various colors and what they suggest:

BLUE - suggests security, authority, faithfulness and dignity
BROWN - suggests affluence, effectiveness.
GRAY - suggests authority, practicality and creativity
GREEN - suggests health, freedom and tranquility - easiest color on the eye.
ORANGE - suggests pleasure, excitement and ambition
PINK - suggests femininity, well being and innocence.
PURPLE - suggests spirituality, wealth, and sophistication
RED - suggests excitement, strength and aggressiveness
WHITE - suggests purity, devotion, and truthfulness.
YELLOW - suggests warmth, sunshine and happiness - good accent color.
Whether you're building a new web site or revamping your existing site, consider how color affects your results. Having a good understanding of color and the way it affects the mood of the person viewing it, can definitely influence your business. Color is how you gain attention and while no color is more perfect than another, different colors bring with them different feelings. Make sure before you finalize your web site, that the colors you choose evoke positive, empowering feelings.

Author's Bio: 

Charlene Rashkow brings 15 years of experience as a Writing Stylist Consultant to her creative efforts as a freelance business writer. She has successfully helped thousands of companies and individuals reach their objectives by writing outstanding website content, press releases, bios, articles, business plans/proposals, resumes, and all other forms of marketing, business and personal material. To speak with Charlene you may contact her at or write her at You can also call her directly at (310) 514-4844