Colors and Feelings on Websites for Coaches

Colors and Feelings on Websites for Coaches

Creating Content / Top 26 Posts / Visual Design

Have you ever wondered why certain niches seem to have certain color schemes?

  • Like greens for health coaches, and blues and blacks for business coaches?
  • Food websites, especially ones on healthy eating often have zesty yellows, oranges, and greens.
  • Golds, blacks, and whites on high-end product websites for cars and jewelry.

Research studies have shown that there’s a physiological/emotional response to colors. They bring about feelings of excitement, sadness, peace, and irritation.

So, why not leverage that as you pull together your brand and marketing? You should!

Below are eight different colors and their associated feelings. Find the one that fits right for your coaching business image.

1. Orange

Orange represents and evokes the following feelings: happiness, optimism, energy, appetite, fast food, hungry, eat quickly, tropics, enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation, the sensation of heat, vitality, balanced, inviting, friendly, invigorating effect, mental activity, young people, healthy food, fall, harvest, strength, endurance, food products, toys, reduces fatigue.

Orange color variations and the feelings they evoke:

  • Dark orange: deceit, distrust
  • Red-orange: desire, sexual passion, pleasure, domination, aggression, and thirst for action
  • Gold: prestige, illumination, wisdom, and wealth, high quality

As a health coach -> Imagine a zesty, boisterous, brimming orange that makes visitors hungry for knowledge, happy, and alive. If their wellness is waxing and waning or they are facing some serious health issues, they’d start feeling how great it is to be around you. 

2. Yellow

Yellow relates to the following: laughter, hope, sunshine, energy, optimism, cheerfulness, overwhelming, memory stimulator, blood pressure, pulse rate, sunshine, joy, happiness, intellect, and energy, warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy, food, attention getter babies cry, warning (when placed with black), honor and loyalty (more like gold), cowardice (a weak yellow), evoke pleasant, cheerful feelings, children’s products, leisure, attracting attention, lighthearted, ‘childish’ color, unstable and spontaneous.

Yellow color variations and the feelings they evoke:

  • Dull (dingy) yellow: caution, decay, sickness, and jealousy
  • Light yellow: intellect, freshness, and joy

As a “find meaning in your life” coach, how great would it be if your visitors who were in the dark, struggling with existential questions, and feeling down could feel lighter, more hopeful, and alive?

Colors help.

In addition to choosing colors, make sure your website’s structure, content, and calls-to-action encourage visitors to contact you. I wrote about this in The Coaching Website Guide. Have a look.

The Coaching Website Guide

3. Green

Green relates to health, new beginnings, and wealth, easiest on the eyes, relax, create balance, growth, security, possibility, spring, new beginnings, calm, anticipation, hope, soothing, relax mind, diet, control anxiety, discipline, control yourself, impulsive, over-eating, avocado, nature, growth, harmony, freshness, fertility, safety, healing power, restful eye, improve vision, stability, endurance, lack of experience, growth and hope, drugs, medical products, ‘green’ products.

Green color variations and the feelings they evoke:

  • Dark green: ambition, greed, jealousy, money
  • Dull, darker green: money, financial world, banking, Wall Street
  • Yellow-green: sickness, cowardice, discord, jealousy
  • Aqua: emotional healing, protection
  • Olive green: peace

4. Blue

Blue represents calm, spirituality, security, trust, calming, corporate, professional, cold, and disengaged feeling, pleasant dreams, bedroom, lower blood pressure, tranquility, piety, sincerity, cleanliness, water purification filters, heart rate, respiration, cooling effect, hot, humid weather, sky, sea, depth, stability, loyalty, wisdom, confidence, intelligence, faith, truth, heaven, mind, body, metabolism, calming effect, cleaning liquids, vodka, air, airlines, airports, air conditioners, water, sea voyages, mineral water, consciousness, intellect, high-tech products, masculine, males, suppresses appetite, high-impact

Blue color variations and the feelings they evoke:

  • Blue-yellow-red combination: superhero
  • Light blue: health, healing, tranquility, understanding, and softness
  • Dark blue: knowledge, power, integrity, seriousness, depth, expertise, and stability, corporate America
  • Light blues: relaxing, friendly, Facebook, Twitter

5. Purple

Purple represents and evokes the following feelings: creativity, royalty, wealth, soothe, calm a viewer, beauty products, luxurious, wealthy, power, nobility, luxury, ambition, extravagance, wisdom, dignity, independence, mystery, and magic, pre-adolescent, children, artificial.

Purple color variations:

  • Light purple: romantic and nostalgic feelings, feminine, romance, mystery
  • Dark purple evokes gloom and sad feelings. It can cause frustration
  • Bright purple: children’s products

6. White

White represents and evokes the following feelings: background, light, goodness, innocence, purity, virginity, perfection, safety, purity, cleanliness, positive, successful faith, purity, coolness, cleanliness, snow, simplicity, high-tech products, charitable organizations, angels imagined, hospitals, doctors, sterility, medical low weight, low-fat food, and dairy products.

7. Black

Black represents and evokes the following feelings: power, elegance, formality, death, evil, mystery, fear, unknown, black holes, negative, blacklist, black humor, black death, strength, authority; very formal, elegant, prestigious, black tie, black Mercedes, grief, perspective, depth, diminishes readability, black suit, thinner art, photography, stand out, contrasts, aggressive.

8. Red

Red represents and evokes the following feelings: fire, blood, energy, war, danger, strength, power, determination, passion, desire, and love, emotionally intense, metabolism, increases respiration rate, raises blood pressure, high visibility, stop signs, stoplights, fire equipment, courage, flags, accent, erotic feelings, red lips, red nails, red-light districts, Lady in Red, danger, high voltage signs, traffic lights, energy drinks, games, cars, sports, physical activity, warmest, dynamic, opposing emotions, passion, love, anger, danger, draw attention, overwhelming, stimulate the body.

Red color variations and the feelings they evoke:

  • Light red: joy, sexuality, passion, sensitivity, and love
  • Pink: romance, love, friendship, feminine qualities, and passiveness
  • Dark red: vigor, willpower, rage, anger, leadership, courage, longing, malice, and wrath
  • Brown: masculine qualities
  • Reddish-brown: harvest, fall

For example, see this yellow blow fresh energy on

On Lisa’s website, her clients are seeking a new exciting next adventure in their lives.

We found this great image of a woman facing a new day and a sunrise, we chose to use the bold, electric yellow and blue in it.

blue and yellow for fresh energy in Lisa's website

A blue/yellow combo is contrasty and pleasing to the eye.

I wrote a lot about visuals, images, color, fonts, and more in The Coaching Website Guide. So, if you’re planning a new site, working on, tweaking or revamping one, get a copy of it to make it stunning.

Colors Matter. So choose wisely.

Wise marketers and business minds alike agree that we make decisions based on emotions and justify them with logic. So, think about your colors and how you want visitors to feel at your website.

Oh, and here’s another article on colors: How to find a good color scheme.

Have you ever experimented with color themes for your website? What were the results? What colors are you most drawn to, and what feelings do they stir up?

I’d love to hear your comments.

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  1. Kenn, I recently (just last month) relaunched my website. It went from a bright green to a dark blue. One of the very first comments I received from a colleague was “Much more professional!”

    I can see from your list that I’ve hit the exact target I was aiming for! I’ll probably print this list out as it’s good for product covers too. 🙂

  2. Kenn,
    I am running an ad on New York Craigslist for artists to exhibit their art at my gallery under community/artists and since I filled the background with a solid fully saturated color my response results have been incredible. Prior to doing this my response rate was maybe 1 for the entire running of ad.