One of the most severely underrated components of a website is its design – not just the interface and usability of the site, but the color scheme and visual elements.

You see, people respond to color and if you understand how and why they do, you can use it to your advantage.

That’s why it’s important to learn the meaning behind each color, how this can affect your website’s performance and what changes you can make to your site to take advantage of this knowledge.

When you understand how someone reacts to a color you can solicit a response. It’s like copywriting, but for a completely different part of the brain.

Take red, for example. You’ve probably seen red headlines, arrows, and buttons on sales pages before, but other than the fact that everyone else does it, do you know why?

It’s because red is one of the highest contrast colors you can use. It brings things to the foreground where the eye will catch them first.

While not all colors are as powerful as red, they all have their own meanings which can be used effectively in different situations.

Not everyone is a designer, so actually putting all of this information to use is a different animal entirely. That said there are quite a few things you can do to maximize the return you see on your investment when building a new site.

Not only by choosing the right colors for your website, but by ensuring you don’t use the wrong ones. You’ve probably visited sites before that just felt “wrong”, or sites that were uncomfortable to look at or you just felt rushed.

That’s what color choice can do to your site.

And it’s why it is so important to understand how these colors impact user behavior before choosing one that you think looks “cool”.

Here’s the color choice infographic to help you choose:

Please share your thoughts on the importance of color choice by leaving a comment below.