Importance of colour in web design

Importance of colour in web design

December 9, 2016 Uncategorized 0

If I told you that you could increase your conversion rates by 20% if you changed the colour of your call-to-action button, would you believe me? This is exactly what happened when performable did an A|B test of their call-to-action button. It is a great example of the importance of colour in web design.

The experiment

They created 2 identical pages and changed the colour of the call-to-action button. One red and one green. They tested the sites and found that their users were more likely to hit the call-to-action button when it was red. 21% more likely!

What does it mean?

Wouldn’t it be great if we changed the colour of one button and increased sales by 20%? I wish I could say that it would happen, but I am not sure whether we would all get the same results. But it does show the importance of colour.

Importance of Colour – Some Stats

Importance of Colour to consumers

Importance of Colour Stats

The business Insider published some very interesting stats which revealed that:

  • 92.6% of people said that they put the most importance on visual factors when purchasing products
  • Colour increases brand recognition by up to 80%
  • 85% of shoppers state colour as the primary factor in their decision to buy a product


More information about colours

Things like age, religion, and gender change the meaning of a colour. Take for example the colour black, in western cultures, it is the colour of mourning. In Japan, however, it is a colour of honour. Yellow is extremely popular with children and less appealing as we grow older. There is a lot of research that has gone into colours and their subconscious meanings. Below is some information on colour and their meanings (from Business Insider Australia).

Black: Powerful and sleek
Green: Relaxing and easy-going
Blue: Creates a feeling of trust and security
Pink: Feminine and romantic
Yellow: Youthful and optimistic
Red: Energy, creates urgency and increases heart rate
Orange: Aggressive and excitement
Purple: Soothing and Calming

Colour Meanings

Colours and their meanings


Colour is a powerful tool, it can be the first thing a user notices and it can increase conversion rates. If you have invested in paid digital marketing and it is generating leads but not customers, perhaps it is time to look at your website.  Take the time to think about what message you are trying to send to your target market. Think about whether the colours you have chosen convey that message.

If you are still unsure, contact us. We can take a look at your website and see whether we can improve it.

About the author

Devi M:


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