PERSUASIVE WEB DESIGN
Molly E. Holzschlag | Atlantic Marketing Conference
Halifax, Novia Scotia, April 2009
Friday, April 24, 2009

COLOR
Computer color is additive synthesis, adding values of 0-256 to red, green
and blue to come up with the colors defined.
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NOT MAGENTA YELLOW OR CYAN
Color from dyes, paints and other pigments use Subtractive Synthesis to
achieve a given hue, unlike computerized color.
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Computer color relies on math and physics
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Perception of color is based on:
Biology
Neurochemistry
Cultural influences including:
• Heritage
• Religion
• Geography
• Gender
Color is a mix of science and art,
technology and human emotion.
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EMOTIONAL RESPONSES TO COLOR
How do we feel when we look at color?
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CHROMATIC PRIMARIES
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RED
Power
Energy
Warmth
Love
Passion
Aggression
Danger
Blood
Good Fortune
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GREEN
Nature
Health
Good Luck
Money
Jealousy
Renewal
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Blue
Trust
Conservative
Security
Technology
Cleanliness
Order
Sorrow
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Yellow
Optimism
Hope
Joy
Philosophy
Dishonesty
Cowardice
Betrayal
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ACHROMATIC COLORS
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BLACK
Death, Power, Sexuality, Sophistication, Mystery, Fear, Unhappiness
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WHITE
Death, Purity, Cleanliness, Precision, Innocence, Sterility
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GRAY
Sadness, sorrow, decay, modesty, intellect, futurism, elegance (silver)
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CULTURAL RESPONSES TO COLOR
Where we come from geographically, our views on theism, the language we
speak—each aspect of our culture and experience influences the human
emotional response inspired by colors.
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Culture Red Blue Green Yellow White
Danger Manliness, sweet, Safety, safe, sour Caution, Cowardice Purity
USA, Europe
calm, Authority
Nobility Freedom, Peace Criminality preliminary Neutrality
France
Death Virtue, Faith, Truth Fertility, Strength Happiness, Welfare Joy
Egypt, Arab
or Wealth
Nations
Life, Creativity Welfare or Wealth, Success Death, Purity
India
Fertility
Anger, Danger Shame, Future, Youth, Grace, Dignity, Death
Japan
Despicableness Energy Nobility, childish,
WHITE
joyful
Death, Purity, Cleanliness, Precision, Innocence, Sterility
Happiness, Joy, Sky, Clouds Ming dynasty, Birth, Wealth,
China
Festivity royal, Honor Strength or Power
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SHAPE
Shapes are archetypal and extraordinarily powerful throughout human
history in conveying ideas.
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Rectangle
Stability
Corporate
Constant
Mass
Conformance
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Circle
Feminine
Wholeness
Community
Family
Comfort
Playfulness
Life
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Triangle
Masculine
Movement
Dynamic
Inverted:
Weak
Emasculated
Disempowered
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“The famous ‘FedEx Logo’ is a quality
example of sheer ubiquity and inspiring
symbology. The FedEx logo has won
many distinctive awards and is often
regarded as the best creative design
ever.” logoblog.org
Use of Shape and Color in Persuasive Branding
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LESSONS FROM
THE DARK
A look at color and shape
symbolism in Nazi concentration
camps.
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LANGUAGE
Words are, in a word: Global.
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• Web users are four times more likely to
purchase from a site that communicates in
the customer's language (www.idc.com).
• Over 100 million people access the Internet
in a language other than English.
• Over 50% of Web Users speak a native
language other than English.
• Visitors stay for twice as long if a website is
in their own language (Forrester Research).
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The 9 Second Theory
Studies show that it takes 9
seconds or less for a site visitor
to determine whether he or she
will stay on your site.
Using color, shape and
language, it’s easier to be more
persuasive.
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Questions? Answers?
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Thank You, Nova Scotia!
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