Color Theory: How to Choose a Palette that Converts

Color Theory: How to Choose a Palette that Converts
Color Theory: How to Choose a Palette that Converts

In this article, I explore how to Choose a Palette that Converts How to pick your: Text, complementary colors with color theory, and much more…

Color is a silent player in web design. You need to be able to shape perception, incite emotion, and prompt action. The Color Palette Of Your Website: Gone are the days when every website was just functional; now, you need to make them compelling and memorable — and this is where the correct color palette comes into play. But what colors do you use that not only look good but also convert? Here is where color theory comes into it.

Understanding Color Theory

Liberating the power of colors, science and art unto itself, has always been one of the most difficult areas for the artist to navigate. Color theory dates back to the days of Sir Isaac Newton and modern science has evolved it into a rather complex science. It is a complex subject — although, fundamentally, it is about how colors relate.

The Color Wheel

The color wheel is the foundation of color theory. It shows how colors relate to one another. Complimentary colors are across from one another on the color wheel, and so can work in harmony to deliver a punchy, colorful graphic, but avoid going crazy with them if you plan to use them together. Analogous – colors located next to each other on the color wheel, pair well together to create calm and relaxing designs.

Color Harmony

Harmony is easy on The Eyes It pulls us in, and gives us an intrinsic sense of order, and some visual equilibrium. If things are already together, then even chaos is boring. The other extreme is a visual experience that is so boring it disengages the viewer. It is how our brains are wired – if the information it receive is not mentally stimulating, the human brain flat-out refuses to accept it. The dish to this at the other end of the spectrum is visually so vulgar, so busy that you can’t even VIEW it. But the human brain rejects what it cannot categorize, what it cannot grasp.

Color Context

It merely touches on the complexity of how color interacts with color and form (color theory). A red apple, for instance, will appear more red when surrounded by green than red because of the contrast.

Choosing a Palette for Conversion

Know Your Audience

This is essential when it comes to understanding your audience. Again different color means different things to different demographics. With feminism and WomenClinicalDay being the theme, we think it is ok to play around with the pink but a little less is better. E.g., children like bright primary colors while adults lean more toward subdued shades.

The Psychology of Color

The colors have psychological effects on it. For example, we trust blue — that’s why many banks are blue. Green is the color of growth and health. Color psychology can assist you that what colors should you choose for your website based on your consumers.

Test and Iterate

Make sure to experiment with different palettes with your audience. A/B testing can either work for or against you.


Be mindful of color blindness / visual impairments. Also, consider that your colors should be usable by everyone, so you may want to avoid certain color combinations or make sure your contrast is high.

Implementing Your Palette

Primary vs. Secondary Colors

The Main color will be the color that appears the most on-site. It must be consistent with your band and the emotions that you want to evoke. Secondary colors are there to complement the primary color and to provide structure.

Tertiary Colors and Accents

Mixing primary and secondary colors results in tertiary colors. Your design can take on a more layered appearance. Accents are dashes of color used to highlight your most important things, such as calls to action.

Backgrounds and White Space

The background color of your website should complement the content, not fight with it White space is also crucial. It provides negative space around your design and can accentuate the parts of the site you want to focus on.


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