Alan Spurgeon

‘Thinking pink’ is not thinking at all

Many Web designers and marketers have a simple strategy to appeal to women: “Think Pink.” Often this is a good opening strategy if women are your target market because they do tend to favour pink and purple hues. But colour preferences are affected by a variety of factors other than gender, including age, personal bias, and culture.

Numerous women-oriented sites like,, and Komen for the Cure successfully use soothing, pastel colours to create a calm, inviting place to linger and browse. But they don’t stop at just using colours women like. The sites are well organized, provide interesting content, and let users personalise their experience.

Don’t fixate so much on pink that you ignore the larger role colour plays in determining mood, purpose, and trustworthiness. Ideally, colour choices should be based on your site’s purpose and products.

Common colour associations include:

  • Trust: blue and white
  • Dependability: blue and black
  • Danger: red and black
  • Cheapness: yellow and orange
  • Fun: yellow, red, orange, and purple

Even if women do most of the shopping for children’s toys at your site, a pastel colour scheme conflicts with the site’s purpose. Colours appropriate for a toy site (red, yellow, and orange) would not be appropriate for a stock tip or medical information site.

Get more information about colour choices by reviewing the results of Joe Hallock’s Colour Assignment study.

Here at Hedgehog DigitalOnline Marketing we cater for all fresh design needs, whether your part of a large organisation such as Audi Nationwide or just starting out such as Pogo Direct we will create the perfect design for you and the modern world wide web.

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