Neuro scientists have discovered that colours can play a great role in inducing emotions and attitudes. Colour psychology is all about communicating with the customer through colour. The eyes register a colour which is communicated to the hypothalamus in the brain. The pituitary gland receives signals from the brain which is also passed on to the endocrine system and thyroid glands. Hormones are released from the thyroid glands causing emotional fluctuations that influence behaviour.

Almost 50% of the shoppers believe that design and colour scheme play a very important role in their decision-making. If a user does not like the aesthetics or the colour combination of a website, they may not look at it or engage with it. Shoppers decide to buy a product (cars, dresses, shoes, etc.) based on its colour. 80% of brand confidence and loyalty is facilitated by a particular colour or colour scheme of the brand. There are certain principles of colour that can be applied to website design and development as well to woo the right customer. Colours greatly affect online conversions.

Experience has zeroed in on the colours blue, orange, green, red and sometimes purple.

Blue is an all-time favourite colour amongst both men and women. It is deemed as a ‘safe’ colour because there is no potential dislike to the colour due to its popularity. Facebook uses blue hues. That means most of the population is used to the colour. And since Facebook is a social platform, personalized by many, and thereby deemed safe. Twitter and LinkedIn also use blue. Blue signifies trust.

Green is a sign of growth because plants are green and they are meant to grow. Plants are to be grown to keep our environment pure and safe. The colour is also very easily processed by the eyes and it is naturally thought of as a healthy. Starbucks and Android are all green and prosperous.

Orange is a colour is that is mentally popular but when surveyed can prove as a non-favourite. VLC Media Player uses white and orange in its logo. Labourers who do hard work wear orange and when the colour is used in combination can denote difficulty and at the same time not a very yield-providing colour. Orange is an energizing and aggressive best used in call-to-actions.

Red is one of the most aggressive colours because it is associated with love. It is dynamic and can make a person feel passionate and that’s why sales promotions are positioned very close to red. The red colour excites customers and encourages them. Blending red with white, silver and blue generally creates magic.

Last but not the least purple is associated with dignity, royalty and nobility. It also signifies fashion and contemporary choice. Though a very feminine and romantic colour, it can make people feel artificial because it is not organically available in nature. It is an overpowering colour and can be successfully used in combination with black and white. Yahoo uses purple.

Colours have a major impact on decision-making and performance and if used correctly can provoke just the right emotional factor.