Understanding how to use color isn't just for artists. Color carries the power to add meaning to your content, and to direct your audience at what to look at. Color has an impact on conversions and traffic.
Starting with an understanding of color theory and primary colors will help you go on to choose the best color combinations for your content. Know how to use color to highlight important content, and keep things readable.
Next, you'll need to know the psychology of color, and how people react differently to color according to gender and culture. What color should your button be? What color should you use in your graphics?
The final decision of what color to use for your call-to-action is up to your audience. Using A/B testing, you can determine which colors work the best with your audience.