The psychology of colour use on websites


How gaming operations can be perceived by the colors they chose to represent their brands.


Can you explain the psychological effects that using specific colours like red, green, blue and yellow has on consumers when used on websites? I know 'marketologists' heavily rely on it in (physical) supermarkets like Tesco and Wal-Mart but often, it is used incorrectly online.

Colours have a significant impact on people's perception of a brand and on how they see things, whether in land-based retail or on a website. In retail, for example, red is generally related to items that are on sale. In the online space, things are a little different as colours are first chosen by the designers based on the theme of the website and how friendly these colours and colour combinations are on the eye.

"Colours have a significant impact on people's perception of a brand and on how they see things, whether in land-based retail or on a website."


You know how they often use red and yellow in supermarkets for price tags and discounts, or how certain colours/ designs appeal to certain age groups? Well, considering that gaming's biggest age group (in the US, for example) is the baby boomer generation, then websites should be styled accordingly -even though that generation is about to run out of money and go bankrupt!

I can be more specific for the gambling industry. Red is more of a 'passion colour'; it exudes excitement, impulse and adrenalin, and those are the reactions and emotions an online casino is targeting from the person who is looking at the site.

I'm also curious about combinations of colours and how you can use them in different parts of a website to get people to make a subconscious decision, like 'click' or 'agree' with content.

It has to be a balance because you don't want the colours to drain and not have the visitors come back. For example, light blue is a colour that is used to balance, as it engenders calm and serenity.

My idea was to use colours to get people to agree with information even if, from a logical perspective, the information would be, at best, questionable - so, to suggestively direct them to make specific decisions.

At first (in my opinion), you should use vibrant colours to get people to click for more information (within the gambling industry specifically). But if you are looking to get people to agree with specific information, then the colours used should be as neutral as possible (white or light blue) so it appears more genuine.

So action areas should use vibrant colours and areas with no anticipated action should be pale?

Vibrant colours should be used for places where you want visitors to click to find out more information, or for calls-to-action. Pale colours work best in areas where you already provide as much information as the visitor/consumer requires.
 
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