A website’s color scheme can immediately draw visitors in and increase business leads. A color scheme can also drive visitors away, with little chance of them returning. As such, the importance of a website’s color scheme can ultimately be the difference between success and failure for a business’ website. Even if a site offers rich and engaging content, a poorly chosen color scheme can deter visitors from sticking around for long.

As a result, choosing a color scheme for your website is a vital decision-making process, one that should take into account the factors below.

Stick to Compatible and Familiar Colors

If your business’ logo is already prominent or fairly well-known, it’s understandable to keep the logo as is and work the website around its colors or design. Still, it’s recommended to keep your logo and website’s color scheme limited to the browser-safe range of 256 colors, which are designed to appear without error in all web browsers.

Consider Color Meanings and Symbolisms

While one’s own perception of a color will vary — some will find the color gray calming, while others will find it boring — it’s worth keeping in mind the general practice of color schemes in appliance to industries. For instance, the color blue is often used by banking or corporate websites, as it is associated with stability and trust.

Other examples include how black is associated with elegance, white is associated with peace and simplicity, orange represents enthusiasm, green represents health and vigor, and yellow is associated with happiness.

Use Color Psychology to Assemble Color Schemes

When choosing which types of colors to implement in your website’s color scheme, consider pairing colors of similar likenesses. For example, colors that are considered cool colors can easily be paired with other cool colors:

Cool colors:

  • Blue
  • Green
  • Turquoise
  • Silver
  • Gray
  • White

website example

Mapbox uses a cool, turquoise background to instill its visitors with a sense of calm and confidence in their brand. Traveling, maps, and directions all carry a connotation of stress and uncertainty. By using a cool color scheme, they manage to alleviate these feelings. Be sure to take your industry and the connotations it carries into account when choosing your color scheme.

Warm colors:

  • Red
  • Yellow
  • Pink
  • Orange
  • Gold
  • Brown
  • Black

website example

Cleveland Brothers does a great job of working around warm colors, particularly yellow and black. This is another example of how to take cues from your industry when choosing a color scheme. In addition to carrying the feelings of excitement that come with a bold yellow, they also instill authority in their brand by taking inspiration from their construction equipment. Because their website reflects the colors and aesthetics of the equipment they sell, they come across as even more authoritative and trustworthy to visitors.

Neutral colors:

  • Ivory
  • Brown
  • Beige

website example

Mea Cuppa features a relaxing color scheme utilizing brown, beige and black in its design. Browns and tans naturally give off a warm and comforting vibe, which is exactly what they want their customers to feel when they visit their store. When choosing a color scheme, be sure to keep the aesthetic of your website continuous with the personality of your brick and mortar location.

Using the tips above is a great way to get started on deciding on the most ideal and inviting color scheme for your business’ website. Be sure to follow these tips to create a website that enhances and heightens your brand’s identity. It’s a fun yet extremely important decision that will play a large role in dictating the ultimate success of your business’ website in converting interested visitors into leads.

About the Author

Kate Wilson is a freelance copywriter who helps small businesses create compelling content.  You can follow her on Twitter @kateowilson for more alliterations, and also more on language, writing, and the wonders of the interwebs.