Color can have a profound impact on your prospective buyers. The wrong colors can negatively impact your sales, while the right colors can trigger positive emotions motivating your visitors to buy from you.
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Choose colors that are appropriate
Choose colors that are appropriate for your web site's topic. For example, green may work well for web sites about gardening, plants or sport. Brown would suit construction or wood related business.
How Many Colours?
Keep the number of colors down to two or three, and use variations of shades of the colour. So for example, you may use a blue fore colour and a lighter blue for heading text This does not include photographs which can have a whole range of colors.
Clashing Colours
Make sure that all of the colors you use work well together and do not clash.
Mood
Consider the mood you want to create. Remember that emotions trigger sales. People buy what they want - not what they need. The list below will show you how colors can affect us in different ways.
Red
Action, energy, strength, passion, fire, heat, power, attention-getting. Can also mean love and romance. A strong masculine color. Red is a good color for a call-to-action. Red is cheerfulness, excitement, and warmth. Pink is a soft version of red. It is most associated with romance, calming affect; a feminine color.
Blue
Confidence, travel, freedom, truth, professionalism, wealth and power. Also tranquility, dependable, acceptance, patience, understanding, cooperation, comfort, loyalty and security. It is one of the most calming colors and is associated with the sky and the sea, intelligence, reassurance, and trust. Blue has also been known to be an appetite suppressant, so it would not be good for cookbooks or recipes but you can consider it for diet books.
Green
Money, wealth, prosperity, calm, health, food, nature, hope, growth, freshness, soothing, sharing, and responsiveness. Green symbolizes spring, renewal, and fertility.
Orange
Health and vitality, autumn, youthfulness, fire, steadfastness, courage, confidence, friendliness, cheerfulness, warmth, excitement and energy. Has been known to stimulate the appetite. Vibrant and warm, orange is associated with autumn and the earth.
Others
Yellow - Light, purity, understanding, caution, brightness, intelligence, joy, organization, Spring. Yellow often represents sunshine, warmth, light, energy and happiness.
Purple - Dignity, sophistication, creativity, spirituality and mystery. Deep purple is associated with royalty and richness, while lavender is associated with romance and nostalgia.
Brown - Credibility, stability, the hearth, home, the earth, wood, comfort and strength. Brown can be used as a neutral or a warm color.
Black - Space, night, authority, dramatic, classy, committed, serious, power, elegance, and sophistication.
White - Purity, peace, perfection, fresh, easy, cleanliness, goodness, and spirituality. Worth noting here, white represents life and marriage in Western cultures, but it represents death and sorrow in Eastern cultures.
Choose colors that are appropriate for your web site's topic. For example, green may work well for web sites about gardening, plants or sport. Brown would suit construction or wood related business.
Keep the number of colors down to two or three, and use variations of shades of the colour. So for example, you may use a blue fore colour and a lighter blue for heading text This does not include photographs which can have a whole range of colors. 
Consider the mood you want to create. Remember that emotions trigger sales. People buy what they want - not what they need. The list below will show you how colors can affect us in different ways.
