colors.jpgMany law firms choose the colors of their website based on what they like or what the designer put together.  However, you may not have considered the psychology behind the colors you are utilizing.  Colors not only make your website aesthetically pleasing, but they also effect the behavior of visitors to your site. Depending on the type of audience your firm is trying to target, there are some colors that will be more effective than others.  It would be wise to consider the impact that your website’s colors have on your potential clients.

The Psychology of Color

There is a terrific blog post at The Branding Strategy Insider that gives some interesting details related to color and its effects on behavior:

Have you noticed that most fast food restaurants are decorated with vivid reds and oranges? It’s no accident that these colors show up so frequently. Studies have shown that reds and oranges encourage diners to eat quickly and leave — and that’s exactly what fast food outlets want you to do.

The following colors are associated with certain qualities or emotions:

Red — excitement, strength, sex, passion, speed, danger.
Blue –(listed as the most popular color) trust, reliability, belonging, coolness.
Yellow –warmth, sunshine, cheer, happiness
Orange — playfulness, warmth, vibrant
Green – nature, fresh, cool, growth, abundance
Purple –royal, spirituality, dignity
Pink — soft, sweet, nurture, security
White –pure, virginal, clean, youthful, mild.
Black –sophistication, elegant, seductive, mystery
Gold — prestige, expensive
Silver – prestige, cold, scientific

Market researchers have also determined that color affects shopping habits. Impulse shoppers respond best to red-orange, black and royal blue. Shoppers who plan and stick to budgets respond best to pink, teal, light blue and navy. Traditionalists respond to pastels – pink, rose, sky blue.

Using The Right Color Palette For Your Audience

Take some time to think about your firm’s target audience and how they might interact with your site.  What is the demographic you are targeting and what sort of values are they interested in?

Are you a high-end firm targeting Fortune 500 companies?  All else being equal, I would stick with black (sophistication), blue (trust, reliability), and silver (prestige).  Perhaps you handle estate planning and recognize green is associated with growth and abundance.  The point is to make sure you are using a color scheme that will help evoke emotions and feelings that will appeal to your target audience.

Photo by Jason Morrison