How colours influence user behaviour in web design

Did you know that most people form a subconscious judgement about a product or brand within 90 seconds of seeing it? Around 90% of that decision is influenced by colour alone. On a new homes website, that first impression can be the difference between someone casually browsing a development and taking the next step to make an enquiry.

Colour is one of the most powerful tools you have to shape how visitors feel about your brand. It influences trust, emotions, decision-making and even the likelihood of clicking that all-important “Book a Viewing” button.

Join us as we explore the interesting relationship between colour psychology and web design, and how you can use it to guide buyers through their journey.

What is colour psychology in web design?

Colour psychology is the study of how colours affect human mood and behaviours. It explores how colours can influence emotional responses, as well as how responses to colour are affected by factors such as age and cultural background.

On a website, the right colour palette can increase engagement, encourage users to explore, and improve conversion rates. When done well, your colours will align with your audience’s expectations and the lifestyle your homes offer.

The emotional impact of colour

Each colour sends a different message. Blue, for example, is often linked with trust and reliability, which is why it works well on mortgage, warranty and customer support sections of a website. Red creates urgency and excitement, which makes it effective for limited time offers or highlighting “last remaining” plots. Green conveys calm and balance, linking naturally to outdoor spaces, sustainability, and family living. Meanwhile, black and darker tones communicate luxury and sophistication, perfect for high-end developments.

Do men and women prefer different colours?

Yes, studies show that gender can influence colour preference, which matters when thinking about your target audience. Women are more likely to respond positively to blue, purple and green, while orange, brown and grey are less appealing. Men, on the other hand, often favour blue, green and black, while being less responsive to purple, orange and brown.

This doesn’t mean you need separate website designs for men and women, but it does highlight the importance of understanding your audience and choosing colours that resonate with them.

Colour, readability and user experience

Colours can play an important role in readability and overall user experience. High contrast between text and background colours improve readability and ensures that content is easily readable for users with visual impairments. For instance, black text on a white background provides maximum contrast and readability.

Colours are also important for user experience. Your website should strategically use colour for headers, links, and buttons which makes navigation intuitive, and helps visitors find the information they need without frustration.

Five tips for using colour in web design

Here are some best practices for using colour most effectively on your website:

Understand your audience

Before choosing colours, think about who will be visiting your site. Families may prefer warm, inviting tones, while young professionals could be drawn to sleek, modern palettes. Make sure to research your audience and use colours that speak to them.

Keep your palette focused

Too many colours can feel overwhelming and distract users from the most important parts of your website, like available homes at each development. Stick to a limited palette of two to four main colours with a few accents for buttons or flashes. This clean approach keeps the focus on your homes.

Use colour strategically

Every colour on your website should have a purpose. Highlight calls-to-action, like “Book a Viewing” or “Get in touch,” with a bold accent colour that stands out. Subtle colour cues can also guide buyers through your site, making it easier to compare developments or explore floorplans.

Prioritise readability and accessibility

Make sure there is strong contrast between text and backgrounds. Legible content is essential for visitors with visual impairments and to promote important details like pricing, availability, and home features. Plus, an accessible design builds trust and ensures every potential buyer can navigate your site with ease.

Maintain brand consistency

Consistent colour use reinforces your identity and makes your website instantly recognisable. Always align your palette with your brand’s personality, values, and the type of homes you sell.

Web design services with MMS

At MMS, our team designs websites for new homes that are visually appealing, strategically structured, and optimised to convert visitors into enquiries.