Marketing Blog


Are Your Insurance Website Colors Sending The Wrong Message?

What if I told you color isn’t something pretty or pleasing to the eye? It actually goes much deeper than aesthetics. Color can dramatically affect a person’s mood, feelings and emotions. 

While we all have our own deep-rooted and personal experiences with color, those experiences can vary from culture to culture. For example, in Western civilizations white is used in weddings as a symbol of purity, while in Eastern countries white is a symbol of mourning. 
The study of color as a determinant of human behavior is what we call color psychology. When working with the designer to create your insurance agency website, think about exactly what you want to say with the design. 

To understand the full scope of color, and how it remains such a powerful force in the look and feel of your website, we must first understand what color actually is.

What is Color?
Back in 1666 a well-known gentleman, physicist, mathematician, and one of the most influential scientist of all time, Sir Isaac Newton discovered that by passing light through a prism, it would then separate into six distinct colors: red, orange, yellow, green, blue and violet. Further experiments demonstrated these six colors, which couldn’t be split any further, could instead combine to either create additional colors or cancel each other out resulting in a white light.

Psychological Aspects of Color
Perceptions of color, though subjective, do share universal meanings. The basics of these are broken into two categories.

Warm Colors: Red, orange and yellow are often used to evoke emotions ranging from warmth and comfort all the way to anger and hostility.
You can say this spectrum focuses on passionate feelings.

Cool Colors: Blue, violet and green are often associated with calmness but can also exude sadness, depression or indifference.

How The Color Of Your Website Can Affect Your Clients
In the insurance world, the color blue is used quite often. Think MetLife, Geico, Allstate, Aetna, Progressive - What do they all have in common? They all use some shade of blue in their marketing. Even State Farm Insurance notably adopted a new logo design which encompasses the blue color. 

Here is a list of colors and how each may help or hinder your visitor’s experience while on your insurance website. 

Black – Absorbs all light in the color spectrum. It’s popular as an indicator of power and prestige and can help your agency stand out as a powerhouse amongst competitors.

White – Represents purity of innocence. Being bright, it creates a sense of space and openness. It has a cold and sterile feel to it, which is partly why  hospitals and hospital workers wear white. This color in combination with green or blue is often used in life and health insurance websites. If your agency focuses on those lines of business, it is a good idea to adopt its usage on your website.

Red – Usually associated with love, warmth and comfort but is also considered an intense color in the form of anger or excitement. Also, red activates your pituitary gland, which increases your heart rate. When used on a website, red can be aggressive and energetic, often provoking a passionate response, and it is a great color to use to grab attention. But beware; too much red can also represent danger or indebtedness.

Blue – As stated above, you’ll notice a lot of insurance websites use some shade of blue, and there’s a reason for that. Often the favorite color choice of many people, blue is the most preferred color of men. It leaves a person feeling calm or serene and its message of stability inspires trust. What more do you want than your customer’s trust? Right!

Green – This cousin to blue is a color symbolizing nature, health and wealth. When used on a website, green can work to calm a person down and take the pressure off of the whole-shopping-for-insurance experience.

Yellow – This color communicates optimism, positivity, light and warmth. The eye also sees bright yellows before any other color, which makes it a great color for call to action buttons on your website.

Purple – In the past people used purple as a symbol of royalty and wealth. Out of all of the colors, there are no real negative drawbacks to using this color. Sharing influences from both blue and red, it can sometimes add a sense of wisdom or spirituality. When used in the branding of your agency, it gives off a more creative or imaginative outlook.

Orange – This color is the combination of two of the strongest colors in this list, red and yellow, and also shares in both strengths of these colors. Orange is the number one color for calls to action such as Buy, Sell or Subscribe. This color represents a friendly, cheerful and confident brand.

When it comes to your brand, the color of your insurance agency website and logo is the first thing your clients will see.

As such, it’s a good idea to look beyond what’s popular and actually focus on what makes your agency unique. By doing that you’ll find a color or colors that mirror those aspects so you can stand out from your competition.  


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