Colour is often overlooked in the business of optimising websites for better returns on investments. Website sales can be greatly affected by simply changing its colours.

Ever come across a website that uses some funky combination of print and background colors? If you ever want to experience an eye-twisting headache, try reading yellow print on a blue background. The reason you see black type on a white background so much is that it is the best color combination for reading, both on and offline.

And since it is even harder to read text on a monitor than it is on paper, we must all be especially careful with the colours we choose for our websites, or suffer less-than-optimal site traffïc and repeat visitors.

Colour choice should also be dictated by other, less obvious goals, when designing or re-vamping a website. It's important to realise that different colours invoke different emotions, are associated with specific concepts and say different things in each society. For instance, green often times is associated with freshness or money, which is fairly obvious if you think about it. But every colour does this, and some of the emotions and concepts are more subtle. For example, white means pure, easy, or goodness and purple can be associated with royalty or sophistication. What's more, each colour carries with it both positive and negative ideas. The emotions and concepts that you associate with specific colours may differ from other people's associations, but there are themes that run throughout each color. Here are some:

Red:
Positive: Sense of power, strength, action, passion, sexuality
Negative: Anger, forcefulness, impulsiveness, impatience, intimidation, conquest, violence and revenge

Yellow:
Positive: Caution, brightness, intelligence, joy, organization, Spring time
Negative: Criticism, laziness, or cynicism

Blue:
Positive: Tranquility, love, acceptance, patience, understanding, cooperation, comfort, loyalty and security
Negative: Fear, coldness, passivity and depression

Orange:
Positive: Steadfastness, courage, confidence, friendliness, and cheerfulness, warmth, excitement and energy
Negative: Ignorance, inferiority, sluggishness and superiority

Purple:
Positive: Royalty, sophistication, religion
Negative: Bruised or foreboding

Green:
Positive: Money, health, food, nature, hope, growth, freshness, soothing, sharing, and responsiveness
Negative: Envy, greed, constriction, guilt, jealousy and disorder

Black:
Positive: Dramatic, classy, committed, serious
Negative: Evil, death, ignorance, coldness

White:
Positive: Pure, fresh, easy, cleanliness or goodness
Negative: Blind, winter, cold, distant

A major goal of marketers is to invoke emotion in their audience. We know that if we can cause some kind of an emotional reaction in the people we are marketing to and communicating with, we have a better chance of compelling them to buy from us. The battle between logic and emotion that rages in each of is usually won by emotion most of the time. By choosing the colours of our websites and online media with deliberate care, we are purposefully trying to invoke a specific emotional response that will increase sales. So pick your colours carefully.