You see endless posts about the meanings of various colours. Purple conveys superiority, blue= calm, red= passion and yellow= happiness. This is all well and good, but misses one crucial point which should be considered when assessing site colour; what colours do people actually like?
This chart shows the favourite and least favourite colours of over 200 people across various age groups, although the majority were aged 19-35.
It's interesting that blue was so popular across genders, and brown was almost universally unpopular. When it came to purple there was a big difference between genders, with almost a quarter of women saying it was their favourite colour and over a fifth of men saying it was their least favourite.
So it's probably best not to use too much brown unless you're feeling brave, and blue is always a safe bet. If you're target audience are women you might want to consider purple, although there's no need to always play it safe, it may be worth experimenting with different colours and doing some A/B testing.
By Robert Allen
Rob Allen is Marketing Manager for Numiko, a digital agency that design and build websites for purpose driven organisations, such as the Science Museum Group, Cancer Research UK, University of London and the Electoral Commission. Rob was blog editor at Smart Insights from 2015-2017. You can follow Rob on LinkedIn.
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