Color are very subjective and can have different meanings to different cultures. The background color of a website, the color of a header, the color of a text and headlines can all have a psychological impact on visitors. When color is used correctly, it can add impact and clarity to your message and highlight important points.

So what colors should we be incorporating into our website designs to ensure we convey the right message to our visitors? I have detailed a list of colors and their associated feelings and keywords so you can get an idea or what to put on your webpages. In Western cultures, the following colors are associated with certain qualities or emotions:

• Red : love, sex, passion, danger, warning, excitement, food, action, adventure.
• Blue : trustworthiness, success, seriousness, calmness, power, reliability.
• Green : money, nature, animals, health, healing, life, harmony.
• Orange : comfort, creativity, celebration, fun, youth, reliability, affordability.
• Purple : royalty, justice, ambiguity, uncertainty, luxury, fantasy, dreams.
• White : innocence, purity, cleanliness, simplicity.
• Yellow : curiosity, playfulness, cheerfulness, amusement.
• Pink : softness, sweetness, innocence, youthfulness, tenderness.
• Brown : earth, nature, tribal, primitive, simplicity.
• Grey : neutrality, indifference, reserved.
• Black : seriousness, darkness, mystery, secrecy,sophistication.
• Silver : prestige, cold, scientific.

When choosing colors for your site it is important to employ contrasting or sympathetic and complementary color schemes. It is important to identify your market and ensure the psychological message you are trying to get across with the rest of your site design, words and images is complemented and enhanced by the appropriate color scheme.

Often it can be wise to run samples of the same site with slightly differing color schemes past a test audience and see which has the best impact or you can even run differing colored sites to visitors and track conversions to your goals. Its really up to you how to try and test or track the impact of your psychological color message on your Internet Marketing.

Select Appropriate Font Treatment

More is not better when it comes to fonts. Pick no more than two typefaces per document – one for headlines and one for body copy. Stick to a simple, clean font for easy body copy readability. Headline fonts can be a little more creative. For emphasis on certain words or phrases, use italics, boldface, or underlining sparingly. Also try to make the typeface match the personality of the service or product you’re representing.

Use White Space Wisely

Just because the space is there doesn’t mean you have to fill it. Good designs contain well-planned white space.  It gives the eye a break and helps to highlight the important points. Make sure to have enough space around the edges and in-between columns and articles. Remember that there is a fine line between not enough and too much white space. Consult well-designed magazines and ads or computer templates for layout inspiration and ideas.

Find Effective Graphics and Photos

It’s always better to use too few than too many graphics. One great graphic is so much better than four weak ones. Sometimes they are not even necessary. When you do use graphics and photos, make sure they help illustrate your point, rather than just inserting them to take up space. Likewise, be sure their sizes are appropriate to the space and stick with high-quality graphics.  Make sure the graphic element illustrates your main point as it is the first thing the reader sees, so it’s important it portrays your message accurately. Lastly, don’t mix differently styles of illustration or photography – keep a consistent look to create harmony.

Keep Copy Short and Neat

Readers are more likely to read short sentences, paragraphs and articles written as if you’re having a friendly conversation. Break up large blocks of text with bullet points and subheads. Instead of using fancy multi-syllable complex vocabulary, use everyday words that your audience will understand. A good rule of thumb is to write at a sixth-grade reading level. Finally, always have someone else proofread your work. It’s difficult to catch all your own typos.

Watch the Flow

People generally read a page from top to bottom and from left to right. Draw people into the top left corner of your ad or newsletter with a headline or strong graphic. Then, pull their eyes down and through the text in the mid-section of the page and finish up in the lower right corner. Finally, be sure to include a “call to action” at the bottom to get the results you desire. For example, give readers your contact information and special offer, and tell them to contact you today.