Many clients are not sure which colors to choose for their websites and marketing materials.

Questions of brand, audience, and desired outcomes all come into play.

• What 3 adjectives best describe your business, and the impression you want to make on a visitor?
• What do you want them to do on your site?

It turns out that many adjectives and desired actions actually do translate into colors, at least for a U.S.-based audience – and of course there is the chicken-and-egg role of branding in shaping color associations as well.

Check out this article from Fast Company, which is based on a number of different marketing and scientific studies, or this article from Science Daily.  If you ever wondered why the default color for hyperlinks is blue, you will find your answer!

This article from the marketing team at KISSMetrics cites additional sources and discusses how to use colors to your advantage.