How to Use the Psychology of Color to Create a Killer Website for Small Business

As a marketer, you already know the powerful role that color plays in influencing a decision, and this is especially true with a website for small business.

There’s actually a field out there known as color psychology that is dedicated to understanding how color affects human behavior.

According to research from Quick Sprout, 90 percent of product assessments that consumers make have to do with color.

Color influences our emotions, attitude, and the way that we feel about certain brands.

In fact, if you think about your favorite brands, color is likely one of the first things about those brands that comes to mind.

So, with that being said, you can only assume that the colors you choose to use on your website for small business directly affect conversions.

Here are several ways that you can use the psychology of color to your advantage to create a killer website for small business:

Use blue, purple, and green to appeal to women.

Are you primarily targeting women?

If so, you’ll want to incorporate colors like blue, purple, and green into your website design.

Of these 3 colors, blue is the most preferable, followed by purple and green.


If you take a look at the website for Woman’s Day, for example, you’ll see that these are the 3 predominate colors on the website.


Something else to note is that women find primary colors with tints to be more appealing than earthy tones when used in website design.

Use blue, green, and black to appeal to men.

You could probably have easily guessed that, though, as these 3 colors seem to exude maleness.


If you’re targeting a male audience, you should stay clear of purple, orange, and brown as most men are turned off by these colors.

GQ umakes good use of the color black to appeal to their audience.

Use blue to build trust with your audience.

Blue is a color that is very appealing to both men and women.

For this very reason, we chose to use blue for our own social media marketing agency.


Also, people have come to identify the color blue with calmness and serenity.

It makes people feel safe and secure, which, therefore, helps to cultivate trust with your audience.

Facebook, the world’s biggest social networking site, has chosen to use blue on its website.

Considering that Facebook strives to be open and transparent with users, it’s probably no mistake that blue is the predominate color on this website.

Use yellow with caution.

Yellow is one of those colors that can evoke many emotions based on previous experiences.

For example, many people associate the color yellow to mean “warning” or “proceed with caution” based on warning signs and traffic signals.

Others associate the color yellow with sunshine and cheeriness, which could make it a fun and playful color to use on your website for small business.

Use green for an environmental or outdoor business.

This is kind of a no brainer as people immediately associate the color green with these types of industries.

The color green has come to symbolize eco-friendly, nature, and the environment.


Green is also a powerful color to use for your calls-to-action because it offers an “isolation effect,” which means that the color really stands out in consumers’ minds.

Use black to position your brand as luxurious.

People relate the color black to sophistication, luxuriousness, and elegance, which is why we see many luxury brands use black in website design.

Black is also timeless and classic, which helps to further communicate that black means value.

If you take a look at a few luxury websites, you will without a doubt notice that black is the predominate color used in the designs.


If you want to be inspired by some websites that embrace color psychology, be sure to read our post that shares 4 exceptional websites for small business examples.

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20 Replies to “How to Use the Psychology of Color to Create a Killer Website for Small Business
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