15 small business website examples for inspiration in 2024

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Moving your eyedropper tool a few centimeters impacts how potential customers interact with your CTAs.

Call-to-action (CTA) buttons must stand out on your website and guide visitors toward a specific action, like signing up for a newsletter, buying a product, or downloading a resource. The color you choose determines how many people notice your button and whether it effectively entices them to act.

Read on to learn about color psychology in modern web design and how to choose the right CTA button colors to increase clicks and conversions.

Color theory 101
Color theory is a framework of design principles that explains how colors interact and influence perception. It revolves around the premise that different combinations and colors evoke certain emotions. By understanding how the color wheel works and the relationships between primary, secondary, and tertiary colors, you can better predict how different colors and hues impact someone’s experience with your site.

Colors next to each other on the wheel, like blue and green, are analogous and typically create a harmonious and soothing effect. For example, warm colors like red and orange are adjacent on the wheel and generally evoke passion, urgency, and power. Conversely, cool colors like blue and green are associated with growth, reliability, and tranquility.

Complementary colors sit opposite each other on the color wheel, contrast sharply, and draw attention — like blue and orange.

Then there are color tints, shades, temperature, and saturation — all of which affect a visitor’s experience with your site.

For instance, high saturation can make a CTA button’s color more vibrant and attention-grabbing so it stands out on a page. And you can use tints and shades to create a visual hierarchy, with the most important elements in brighter colors and secondary designs in subdued shades. These shades establish a logical flow and guide the visitor’s attention to CTAs or other elements you want to emphasize.

The importance of call-to-action button colors

In web design, button colors directly affect visitors’ attention on and interaction with site components. For instance, bright, vibrant colors stand out against neutral backgrounds like black and white, prompting visitors to take notice. This visual impact guides people toward desired actions as they browse, like signing up for a newsletter or buying a product.

When choosing colors for CTA buttons, consider how those colors influence perception and behavior. Colors evoke specific emotions and associations, which you can leverage to support the CTA’s intended action.

The effectiveness of different CTA button colors also depends on your target audience, brand’s visual identity, and goals. Consistent color choices across your website reinforce brand recognition and ensure the CTAs stand out. And testing different color options can determine which colors resonate best with your audience, leading to more clicks and engagement.