You should consider colour in web design not just in an aesthetic sense. Colour has an impact on the way people see your company, your brand, and the actions they take on your website. Colour can even affect your SEO if your website is particularly harsh to the eye and make your visitors run away. Here are some facts about colours on the web and why they matter.
People in China think red is good luck, but people in the west think red is for danger, blood or stop. When a person is shot on an arcade game, the screen flashes red because of the danger the colour carries with it. If you are branding your products for and marketing to a culture that is not of your own, you should do heavy and intensive research into what that culture thinks of certain colours.
Be aware that even colour-blind people can make a distinction between different colours. You should still take the time to learn what colours a colour-blind person can see, especially if you are creating print advertising with coloured writing on it.
If an action button sparkles or shimmers when people hover their cursor over it is rarely impressive, web designers often include action buttons that change colour when they are pressed or when the cursor hovers over them. They do it because they know it will increase conversions.
Or imagine that you land on a website and on the page there is nothing besides two buttons with writing on them. One of them is green and one is red. Which one will you press to enter the website?
The answer is obvious, but why is it obvious? Another example is with a rookie web designer. On a website, he has a list of ten links. The top five are coloured purple and the bottom five are blue. The web designer cannot understand why the bottom five links get more clicks than the top five, especially when most people tend to try the ones on the top first when they come across links. The reason is because purple is the colour that links turn on Google when people have already visited them, and so people naturally shy away from purple links on websites.
People assimilate colours and can become heavily influenced by them. Your target audiences will have some biases when it comes to colour. Some will be general and widespread, and some will only be applicable to your target audience or demographic. Some people are so influenced by social media such as Facebook because they are on it all the time, which is why Google+ red, Twitter blue, and Facebook blue are being seen more and more in advertising in general and not just in social media marketing;because people trust the colours.