The Psychology of Color and Internet Marketing

By Pam Renovato 

As Internet marketers it is imperative that we

constantly look for ways to make a good impression on

our viewers. Your business depends on it. We only have

a short amount of time, before a decision on whether

or not we are professionals will be made. We must make

good use of this time. 

The first instant we have at presenting ourselves to

viewers is our web page. Which brings us to the

importance of good design and proper color choices.

First impressions are very important. We must make the

best of them because we are only allowed one. 

Remember this is your store front, and you must treat

it respectfully. While content, customer service, a

niche in your market, and a high subscriber list, are

crucial to your life on the internet. Good web page

design and proper color choices, are crucial as well.

It is a good part of the reason why viewers bother to

look over your content at all. Regardless of how

incredible your content may be, you need to welcome

them and make them feel at home, while they are there.

Or, they will leave. 

Did you know you can control the mood of your visitors

by using certain color choices? This is a simple

concept that is very often ignored. Why? 

Human emotions are very often triggered by color. You

need to know which colors trigger which emotions. 

Color can make the difference between buying and

selling, if used correctly. You need to choose the

right color combinations for your site and product. 

Everything we, buy, eat, wear, and all of the things

that take up space where we live, work or play, all

have colors. These colors provide a psychological and

emotional response in everyone. These responses

reflect who we are and the things that we think and

feel. 

Color is the first thing we notice and the last thing

we forget. If used properly it can be a powerful tool.

It is the doorway to our deepest thoughts and

feelings, and desires. This is an issue worth

discussing. 

Which colors should you use? 

Well, it is always best to keep your main content on a

white background. This is easier on the eyes and will

provide a sense of professionalism. The color white

triggers emotions such as: purity, peace, and

perfection. 

While white is an important color, you will probably

want to complement your site with other colors as

well. After all, there is creativity in each and every

one of us. There is a huge color spectrum for us to

choose from. Which colors are best! 

Here are a few ideas to help you. 

Red colors can stimulate warmth, hunger, and

excitement. Cooler colors such as green and blues,

enhance calm and content feelings. Dark colors make

objects seem heavier, while light colors make them

seem lighter. 

Yellow may reflect a lack of worry, while black a

troubled state. Of course not all colors mean the same

things to all people. Yellow may sometimes mean cheap,

green may mean money or greed, black may mean elegance

or death. 

Color has become a science and it is a much needed

weapon as part of your marketing arsenal. You will

need to take great thought in choosing color as it

will identify you, because once a color is "owned" it

is associated with you and your company. I am sure you

have noticed this with examples such as Coca Cola red,

Tide orange, and John Deere Green. It is just as

important to your identity as your logo. If a shape

provides a symbol, be aware that color does the same. 

Think carefully when choosing colors! Applying a

certain color to your product is just plain logic. 

For example: In stores, colors identify flavors,

brands, and products: Green in a cleaner says pine- in

a mouthwash says mint, blue very often means strong

mint - icy cool. Clear means additive free. Red found

in strawberries, cherries, and apples is very

appealing. You would never choose gray for laundry

detergent because you don't want gray clothes, you

want brightly colored clothes. Blue, very unappetizing

on a dinner plate, is much more successful as a dinner

plate. 

Because they strongly affect mood, grays and browns

seem somber and often depressing. But they can take on

a more cheerful attitude with complements of red. No

matter how you use them they suggest weight, or

something heavy. This would provide your visitors with

a feeling of stableness and strength. Emotions like

this will help your visitors to associate your site

with solidity and confidence. Other colors such as

burgundy, oyster, beige, and blues will also provide a

feeling of solidity. 

The list goes on and on. 

Don't over look the issue of color with your business.

Believe me it matters! 

You see, once we lived in a black and white world. TV

was black, printed publications were predominantly

black. All of that changed in the 60's and has created

a chain reaction that holds true today. Color is the

most important attention getter. As humans, we bring

our own tastes to the world. How do we choose which

color to be identified with? What is the right color?

Sometimes there is no right answer, you just have to

take your best shot. But the number one choice of

Corporate America is still blue. 

  About The Author

Pam Renovato is the web master of a newly renovated:

The Free Advertising Network. What will you do when

you discover all of those other marketing packages

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memberships one low monthly price!