Colors for the Web - Emotions and effects on people

Colors on a website influence the ability to attract, convert or reject, denote an effect subliminal causing impulses to the user.

Colors for the Web - Emotions and effects on people | Learn HTML | Colors on a website influence the ability to attract, convert or reject, denote an effect subliminal causing impulses to the user

The theory of colors has been developed with numerous studies whose beginnings date from the fifteenth century and are associated with names like Batista Alberti, Da Vinci, Newton, and many more. These studies are today the basis of the "Science of Vision" and are used in Marketing as a way to understand the message that a color - or combination of several - can transmit in isolation. But, unfortunately, there are few who make use of the power of colors in the creation of pieces of communication, including websites.

Recently I read a post by Seth Godin in which he comments on the design problem of the signage at the Minneapolis airport which, although it is quite new and cool, finding the address to find the taxi stand is very complicated. To discover why, it occurred to me then to propose this brief exercise.


Think you're at that airport for the first time, come from a long trip, looking for the signs that indicate where to go ….

Are you there? Well, now, what color would you expect to find the following signs?

A. Departure ………….. B. Taxis ……………. C. Only authorized personnel

Most likely, unless you are a lifelong color blind, come from an uncivilized Amazonian tribe or have landed recently from a remote planet, you will have assigned the green color to "Salida", the yellow to " Taxis "and red to" Only authorized personnel ". True?

Seth wrote angrily why it took him twice to find the taxi sign that was black and white, very consistent with the design of the rest of the signage and colors of the airport, but very impractical to skip some very powerful standards as there will be could check in the previous year. That is what, among other things, the power of colors …

Do colors on a website can impact on the ability to attract and convert it?

Of course yes; absolutely.

In the following table you will see the emotions or impulses that denote the subliminal effect of colors and some cases in which you can agree to use them with examples of known websites that make good use of them.

Color Associated to: When to use them?



When you need them to trust you and / or your offer is intangible.


Calm and Confidence

When you are looking for people to decide. Ideal for buttons.


Energy and Vigor

When your audience is adult men and the topic is sport or game.


Optimism and Joy

When you want your visitors to have fun or highlight a super offer.


Romanticism and Fantasy

When your audience is of women, especially if they are young.



When you claim participation or action. Ideal also for buttons.


Power and Wealth

When you market luxury products or services and seek to convey the idea of value or seriousness.


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APA Format Reference:

Delgado, Hugo. (2019).
Colors for the Web - Emotions and effects on people.
Retrieved Jan 12, 2024, from


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Professor at the University of Guadalajara

Hugo Delgado Desarrollador y Diseñador Web en Puerto Vallarta

Professional in Web Development and SEO Positioning for more than 10 continuous years.
We have more than 200 certificates and recognitions in the Academic and Professional trajectory, including diploma certificates certified by Google.



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