Sylwia opened a luxury aesthetic medicine salon in London. She offered premium treatments, and her services were at the highest global level. When she commissioned the creation of a website, she chose her favorite colors: bright pink and neon yellow.
The website was modern and fast, but clients from the premium segment avoided the salon from a distance. Instead, mainly young girls looking for cheap promotions on lip augmentation called. Sylwia did not understand why she was attracting the wrong target group.
The problem did not lie in the offer, but in psychology. The colors she chose for her website screamed to the client's subconscious: "we are a cheap, youth salon". The luxury, tranquility, and professionalism that wealthy clients were looking for require a completely different color palette.
As a Polish advertising agency in the UK, when designing websites and visual identities, we never choose colors based on what "looks nice". We rely on the hard rules of business psychology.
How do colors control our brain?
The human brain processes colors much faster than text. Before a client reads even one word on your website, their subconscious will already evaluate your company based on the dominant colors. Here is how the British (and not only) react to specific colors in business:
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Blue and Navy Blue: Trust, security, stability This is the safest and most professional color in business. It is not without reason that banks (Barclays), insurance companies, and technology corporations (Facebook, LinkedIn) use it. If you run an accounting office, a law firm, or a B2B construction company in the UK, navy blue should be the foundation of your image.
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Green: Tranquility, growth, ecology, health Ideal for companies related to nature, healthy eating, but also finance (growth). In the UK, green works great in industries such as landscaping, renewable energy sources, or private medical clinics.
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Black, Gold, and Silver: Luxury, exclusivity, prestige These were the colors missing on Sylwia's website. Dark, deep backgrounds combined with gold or copper accents are a universal code of luxury. Premium brands (Apple, Chanel) use minimalism and black to communicate: "our products are expensive and worth their price".
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Red: Energy, urgency, passion Red raises the heart rate and forces quick action. It works great in the fast-food industry, sales, and emergency services (e.g., Emergency Plumber 24/7). However, it should be used with caution, because in excess it causes aggression and anxiety.
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Orange and Yellow: Friendliness, optimism, low price These are the colors of brands available to everyone (e.g., EasyJet, Amazon). They communicate joy and affordability. If your advantage is a low price and a mass audience, it's a great choice. If you are targeting the premium market - avoid them like the plague.
The color of the button (CTA) matters
The psychology of colors is not just the background of the website. It is also the strategic use of contrasting colors to control the user's attention.
In one of our projects for an e-commerce store (WooCommerce stores), we changed the color of the "Add to cart" button from a blue that blended with the background to a highly contrasting orange. Just this one change, without any other modifications on the page, increased sales conversion by 14%. The button became a clear signpost for the eye.
Build an image that attracts the right clients
After changing the color scheme on Sylwia's website to deep navy blue, bottle green, and gold accents, her client profile changed dramatically. She began to attract women looking for luxury treatments, and her calendar filled up with lucrative visits.
Your website and logo send a continuous signal to the market. Make sure it is the right signal. Do not leave the choice of colors to chance. Contact us. As experienced designers, we will select a color palette that will subconsciously convince British clients to choose your company.
