Think about the last website you visited. What were your initial feelings? What caught your attention first and made you want to learn more, or not learn more?
It was likely the colors that drew you in first.
The color palette of a website is not just semantics; it sets the stage for attracting your dream clients and building relationships.
People associate colors with emotions, sensory experiences and semantic meaning.
Because when potential clients stumble upon your website, they are already getting a glimpse of who you are. Even if you offer free consultation calls, they might not even make it to that step without a good first impression.
Colors convey personality, professionalism, and more notably, credibility. According to a Stanford study, 46% of site visitors say a website’s design is the #1 criterion for discerning the credibility of the company.
A picture is worth a thousand words
Putting intentional thought into your website design and color palette is like giving your brand a renovation and insurance at the same time. It will elevate immediate response while maintaining attention long-term. It positions your business uniquely and authentically, while also establishing trust among potential customers – all without having to actually say anything!
As a therapist or coach, you know what you have to offer is meaningful. Or else you wouldn’t have pursued this work! Your current clients feel supported and empowered once you’ve developed a 1:1 relationship.
But the truth is, potential clients don’t know how amazing and supportive you are…yet. And you’ve invested time, energy and education into positioning yourself as the go-to in your particular niche. So why not take it one step further? The right use of colors will showcase you, your work and your impact.
Using colors brings your brand to life
When you’re attracting clients, think of the colors you use across your website as a magical power (the good kind of course!). When you’re looking to position yourself professionally with a website, your color scheme is (and should be) a major component.
Consumers agree: 84.7% cite color as the primary reason they buy a particular product. If it takes about 0.05 seconds for potential customers to decide whether they will stay or go, then it’s time to use color to your advantage!
Not only is it a form of non-verbal communication, it could be a make or break factor in how likely someone will want to hire you!
Color has an inextricable, subconscious effect across industries. It evokes feelings and messages in its own right. For example, when we think of the color yellow, we might associate it with happiness and sunshine. Or imagine the color green – does it emote feelings of being outside surrounded by nature?
Already, we see links between colors and our initial reaction. And it only becomes more specific as you adjust the shade and combination of colors.
This isn’t a fluke, nor is it static across time, place and culture. That’s why it’s incredibly important to determine your brand colors based on your target audience. How do you want them to feel? Below we take a look at some colors and the feelings they evoke as a first step. Maybe it will inspire your business color scheme going forward!
An introduction to the world of colors
The Munsell system gives colors three components: hue, value and chroma.
- Hue is the color name
- Value is level of darkness (brighter colors have a high value)
- Chroma is the level of saturation
The three values above evoke different emotions based on the context. For example, colors with high value can evoke playfulness and energy. Colors with low chroma (less saturation) can also appear more mature.
When choosing colors to use, ask yourself the following questions:
- Do I want my brand vibe to appear feminine, masculine, or gender-neutral?
- Is my brand playful or serious?
- Is my brand youthful or mature?
- Do I want my colors to be loud, or luxurious?
The colors you choose play a large role in evoking feelings with your brand.
Warm colors (red, yellow and orange) can be used to grab attention or inspire action.
From an emotional standpoint, the color red evokes really fiery emotions. But it garners attention. It can be associated with power and anger, but also passion and love. From a marketing perspective, red can raise a person’s blood pressure and heart rate. Like when an impulse shopper might see a “For Sale” sign in red.
Use this color to grab attention or talk about relationships.
In color psychology, yellow is associated with energy and sunshine. It evokes hopefulness and optimism. Including the color yellow in your brand color palette can invite feelings of playfulness, positive energy and happiness. It’s also one of those colors that has different meanings in different cultural contexts. For example, yellow is perceived with mourning in Egypt and in Japan it represents courage.
Use this color to evoke positivity.
Orange is a warm, but secondary color. While the color orange is maybe not our go-to for many things, you may want to think twice about using it for your brand. It combines the passion from red while emitting the warmth from yellow. Furthermore, because it belongs to the name of a yummy, fresh fruit, it might evoke feelings of groundness and vitality.
Use this color to stand out and portray vitality.
Warm Colors Grab Attention and Inspire Action
Overall, warm colors grab attention and inspire action. It is important to think about the context in which you use colors. Because red can increase a person’s blood pressure and heart rate, lean towards the warm colors yellow and orange for your calls-to-action.
If your color palette leans on cool colors, use green for your call-to-action buttons.
Overall, cool colors build likability and establish trust. Cool colors evoke a calming, relaxing and yet strong feeling – something to consider if you want to attract clients in a therapy or coaching setting.
Blue is a popular color used by many familiar brands (think Facebook, Skype, Twitter). The color blue evokes trustworthiness and the feeling of calm. Many corporate companies use blue as a tactical way of displaying productivity and safety.
Use this color to evoke trustworthiness.
Green is a color that has us imagining walks through a serene forest or sitting under a tree. It symbolizes growth, harmony, healing and also wealth. When you see the color green, you likely feel energized and balanced.
Lighter, vibrant greens are youthful and energetic.
Use this color to symbolize rebirth.
Like orange is to warm colors, purple is to cool colors. It’s a happy medium between blue and green. Purple is often associated with royalty and luxury, but also creativity. In marketing, it’s often used to represent an imaginary and wise brand.
Use this color to appear luxurious, cutting-edge or wise.
Cool colors build likability and establish trust
Cool colors establish trust – and they also evoke calm feelings.
Wedding planner and officiant Circle of Love Weddings uses various shades of blue to evoke feelings of a calm and stress-free wedding.
There are feelings associated with other colors on the spectrum, too!
- Pink: Feminine, nurturing
- Brown: Nature, reliability, support
- Black: Power, sophistication
- White: Calm, purity, sincerity
How do colors affect the way you are perceived?
Most of the time, the first point of contact will be through your website. If you want to create deep relationships with your brand and clients, then how do you want people to feel when they land on it? How do you want people to perceive you and your business?
Developing your color scheme might seem challenging, but once you know more about how colors are perceived, then you are already on your way! From there, let your inspiration guide you. Make a Pinterest mood board and download The Authentic Brand Roadmap to create a timeless brand that instills confidence and brand recognition. You’ll notice the feelings, and consequently the colors that best represent your business in no time!