7 Essential Tips to Picking a Website Colour Scheme

Posted on - 29th Apr, 2017 | Posted By - E4K

Do know that 85% of online shoppers base their product decisions on colour?

Yes, this is a fact.

Even I found it amazing.

After considering how visually driven we humans are, then it made the complete sense.

Why would it be different when it comes to buying?

Hold on, just think of the world’s most popular brands.

For McDonald – Red and Yellow


If you see DELL, it’s a Blue colour


Colour and Branding

I’m sure you’ll agree that establishing a brand identity is important.

The key ingredient is creating long-term brand advocates, building trust and making customers feel comfortable.

What is the integral part of a brand?

Don’t blink too much – the answer is “LOGO”

The colour scheme for the logo is forever matted with the identity of the brand.

Research says colour increases brand recognition by 80%.

Some other things to note is brand colour has a correlation with brand value.

There is some cause/effect tradeoff, but see the stats

brand color stats

All valuable brands care a lot about colours.

If you were to go and mess with the colours of an existing brand, then it would change how the brand is perceived.

Website colour scheme

It is critical to select the right colour of the brand logo and it is equally as crucial to choose the right colour scheme for the website.

Of course, you want awesome aesthetics to “make it pop”, but the colour scheme is most important; you must give it some thought.

You may ask why?

On the initial viewing of services or products, people make a subconscious judgement within 90 seconds. It’s estimated between 62 and 90 percent of the assessment is based on colour alone.

If you select the right colour scheme then it is naturally geared towards the demographic, then no worries, you have won half the battle.

A few tips to pick the perfect colour

1. Consider overall demographic

Who is it you are trying to reach and sell to?

What type of emotions are you trying to evoke?

Just checked how the fast company describes the emotions and psychology behind the common colors.

blue color

red color

Consider the best colour to serve as the primary colour for your website colour scheme.

For Example: If you are an organic food company, your best color to choose is green because people know that it’s associated with nature and health.

2. Consider age group

People of different age groups vary on their colour preferences

It is true, according to Joe Hallock research

People favorite colour by age group

favorite color age groupPeople least favorite colour by age group

least favorite color age group

Suppose a certain age group dominates the demographic, then this is also a factor to consider.

3. Let go of your biases

Many businesses make mistakes while selecting the colour scheme

That is going with their personal preference rather than the psychology.

For Example: If you love blue, it’s tempting to make blue as your primary colour in the website.

But, imagine you own a cosmetic shop, targeting the female demographic; this colour choice will be a huge mistake. Instead you can choose pink, or purple as this makes more sense.

Just to keep in mind because you don’t want your personal preferences to end up costing the sales.

4. Choose a set of colours

Which set of colours do you want to use?

You will want to choose contrasting colours.

Normally men prefer light coloured backgrounds with a darker contrast in the foreground.

It’s easy for your visitor’s eyes and creates at least aesthetic appeal.

A good example

choose set of colours

5. Colour quiz

If you need to decide on a primary colour, you may want to take this quiz from Grasshopper.

Things like “what best describes the customers” and “what type of product that you offer”.

The quiz is quick and easy, that has seven questions but point you in the specific direction when you are in a confused state.

6. Understand how colour affects emotion

How colour affects humans on an emotional level.

How various CTA button colours affect shoppers in people.

CTA button colors

Impact of the colour vary depending on the geographical location.

A colour that appeals to American or UK shoppers is not necessarily appeal to Indian shoppers.

7. How many colours to use

You must have the primary colour in mind.

This is the right time to figure out how many colours you want to use overall.

60-30-10 rule will be best choice to go with

This rule has come up with a colour scheme in interior design, fashion, and it involves dividing 3 colors into percentage to create a faultless harmony.

Here we go,

  • 60 percent a dominant color
  • 30 percent a secondary color
  • 10 percent of accent color

The primary colour will be 60% of the website space, the secondary will be 30% and accent colour will be 10%.

I am not telling you must go with three colours, but it is a suitable number to go with

Anything more than four colours can be a complicated one and downright ugly.


It is just for understanding the psychology behind colour scheme and emotions.

You will now come to know the basic understanding of 60-30 rule and how the colour wheel works.

What are you waiting for? Go ahead with some experimentation trial and error. You’ll be able to come up with the best colour scheme for your website.

If it is in the long run, you will be able to make an emotional connection with a vast number of visitors, lower bounce rate, and high conversion rate.

This can have a massive impact on your business.

(Image Source – Neil Patel, Fast Company)