You have probably heard that good web design includes easy navigation. Good web sites are highly optimized for the search engines and draw the readers into the message that is being conveyed. By knowing how the human eye scans a page, web designers can optimize their site for their visitors. However, do you ever consider color when designing your web site. Now, of course, you thought about color a little bit, but many people don't put enough consideration into the colors that they use on their web site. The colors you use can greatly affect the mood of your visitors. By understanding the psychology of colors, you can easily improve your web site design, create a memorable brand, and increase your conversion rate.

When color is used correctly, it can send a number of messages to your reader. It can also highlight important points. However, if used incorrectly, color can quickly confuse your readers and lead them away from your web site.

Colors trigger a variety of emotions and memories. The interpretation of color depends on age, profession, nationality, and personal preference.

To know which colors will appeal to your readers, you must know your audience very well. Market research is extremely important. If you are serious about maximizing your profits, research your target market's color responses. This will help you build a web site to which your target market relates.

In general, red, orange, and yellow are "exciting" colors while purple, blue, and green are "calming" colors. Keep this in mind when you are designing your web site. You must ask yourself how you want your visitors to react to your web design. Remember, your web design and the message you are sending are not separate entities. They are both intertwined and extremely influential to your visitors.

It is certainly no coincidence that McDonalds uses the colors red and yellow. They did intensive research before determining that those were the colors that would attract the eye. Bright colors like this encourage diners to eat and leave quickly. Take a look as you are driving down the street. There are now countless numbers of businesses who use red and yellow in their advertising.

Every country associates different meanings and emotions with different colors. Here are some color references in America:

• Red: excitement, strenth, passion, speed, boldness, determination, desire, courage
  
  
• Yellow: warmth, sunshine, happiness, comfort, energy
  
  
• Blue: trust, reliability, belonging, loyalty, professionalism (This is one of the most popular colors, especially for businesses.)
  
  
• Orange: playfulness, warmth, vibrant, enthusiasm, creativity
  
  
• Green: nature, fresh, cool, growth, abundance, harmony
  
  
• Pink: soft, sweet, security
  
  
• Purple: royal, spirituality, dignity, nobility, luxury, elegance
  
  
• White: pure, clean, youthful, innocence, simplicity
  
  
• Black: sophistication, formality, seductive, mystery
  
  
• Gold: prestige, expensive, elite
  
  
• Silver: prestige, cold, scientific
  

Companies with a budget spend billions on color market research. Psychologists have suggested that color impression can account for up to 60% of the acceptance or rejection of a product or service.

As a web master, color is definitely something you will want to research and test on your web site. It could mean the difference between a sale and a lost customer.