Green? Red? Yellow? Colour choices are ubiquitous but, when it comes to web design, using the right colours it is critical to the success of a website. According to reports, it only takes 90 seconds for a customer to shape an opinion about a product. And much of this interaction is defined by the colour of the product. Colour is a tricky thing and it is imperative that web designers use it in the right way, at the right time, for the right audience and for the right purpose.
Web design features two types of colours: passive colours and action colours. The former gives your web design and your brand visual appeal while the latter triggers a specific action (e.g. click on a link).
In this video, Derek Halpern, the founder of Social Triggers, explains that purple is used as an action colour that prompts people to click on a link. Of course, any colour can be used as an action colour, as long as it used for the same purpose throughout the page (for example to click on it and direct the visitor elsewhere). The key is to avoid mixing action and passive colours.
Watch this video to get a better idea of the psychology of colours and website conversions.