Does Color Matter?

Sunday, August 06, 2006

"Research reveals all human beings make a subconscious judgment about an item within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone."

That statement, from the INSTITUTE FOR COLOR RESEARCH, demonstrates the dominant role that color plays in influencing potential customers! Are you a business owner who uses the Internet for marketing? Ask yourself: What subconscious judgment will potential customers make when visiting your website? Will the colors attract and motivate, or repel the buyer, turning into a lost sale?

Is color really so important? Well, in a recent survey, almost 40% of American car buyers stated that they would change car brands if they cannot get the color of their choice! Yes, we can rightly conclude that color really matters.

I Have long believed that color is the single greatest way to influence website viewers. You may have a very creative layout with cutting edge functionality. Yet, if the colors are not right, it may well cancel out any positive perceptions formed by viewers. Conversely, great color can often overcome other flaws in the website design.

When viewers and potential customers contact me, it is most often the use of color that is complimented. Even without the benefit of the research stated above, for better or for worse, color has an overwhelming impact on website viewers.

In conclusion, the best advice I can give any web designer is this: Choose your colors well! It is the single design element that most often determines the success of your web design.

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