Representing the Seven Deadly Sins with Web Design Colors

Green – Envy

Envy is characterized by a desire for what others have. It is often associated with jealousy and coveting. The color green, which symbolizes envy, is frequently used in web design to evoke feelings of longing and desire. This color can also represent growth and renewal, making it a versatile choice. For example, a website showcasing luxury products might use green to subtly suggest that visitors could improve their status by purchasing the items on display.

Meaning: Green is often linked to jealousy or envy, but it also represents growth, harmony, and wealth in design contexts.

Web Design Impact: In web design, green can evoke feelings of envy when used to display products or services that inspire a "want what they have" mentality. It’s frequently seen in financial sectors, eco-friendly brands, and marketplaces, tapping into desires for wealth, growth, or sustainability.

Real Example: Etsy, a marketplace where users frequently envy the success of individual creators, uses green buttons for actions such as "Add to Cart," tapping into user desire to possess unique items.

Fun Data & Facts:

• A study by Colour Matters shows that green is linked with decisiveness, often used in call-to-action buttons to prompt purchasing decisions .

• Green can increase brand recognition by up to 80% when associated with sustainability and trust .

Violet – Pride

Pride involves an inflated sense of self-importance and superiority. Violet, or purple, is the color that represents this sin. In web design, violet can be used to create a sense of grandeur and sophistication. It’s often associated with royalty and luxury, making it ideal for brands that wish to appear elite and prestigious. A high-end fashion website, for instance, could use violet to emphasize exclusivity and high quality.

Meaning: Violet symbolizes pride, royalty, and luxury. It is often used to imply sophistication or high status.

Web Design Impact: In web design, violet or deep purple is used to suggest exclusivity or to appeal to consumers who value luxury. It creates a sense of elitism or pride, particularly on high-end product sites.

Real Example: Louis Vuitton uses violet tones subtly to emphasize elegance and exclusivity on their homepage, appealing to affluent customers who take pride in owning high-end products.

Fun Data & Facts:

• A Fast Company study shows purple is often used by brands aiming to communicate luxury, exclusivity, and creativity .

• Research by Xerox indicates that 75% of users associate purple with sophistication and creativity .

Red – Wrath

Wrath is intense anger and hatred. The color red is closely linked to this sin, as it is the color of passion, aggression, and power.

In web design, red can be used to capture attention and provoke a strong emotional response. It is effective for call-to-action buttons or alerts that need to stand out. However, it should be used sparingly to avoid overwhelming the user.

Meaning: Red is associated with anger, danger, and intensity. It evokes strong, passionate emotions like wrath or aggression.

Web Design Impact: Red can be used to create urgency or prompt immediate action, often seen in sale banners or limited-time offers. Overuse, however, can make a site feel hostile or overwhelming.

Real Example: Amazon uses red for its "Lightning Deals" to create urgency and provoke quick decisions, tapping into the aggressive side of shopping behavior.

Fun Data & Facts:

• Studies from Color Psychology show that red increases pulse rates and creates a sense of urgency, boosting conversion rates by up to 34% in e-commerce .

• A Conversion XL experiment found that using red for call-to-action buttons led to a 21% increase in conversions compared to green

Light Blue – Sloth

Sloth represents laziness and a lack of motivation. Light blue is associated with this sin, symbolizing calmness and serenity, but also inactivity and lack of urgency. In web design, light blue can create a relaxing and soothing atmosphere.

It works well for wellness and lifestyle websites that aim to promote a sense of peace and relaxation. However, for more dynamic sites, it might need to be balanced with more energetic colors.

Meaning: Light blue represents calm, relaxation, and inactivity—perfect for illustrating sloth in design.

Web Design Impact: Light blue is often used by wellness and meditation apps to create a calming and unhurried environment. However, if used excessively, it can slow down user engagement, giving the site a lazy or passive vibe.

Real Example: Calm app uses light blue extensively to encourage a sense of relaxation, appealing to users looking to escape their hectic lives and embrace tranquility.

Fun Data & Facts:

• Studies show that light blue reduces tension and promotes a feeling of calmness, making it perfect for meditation and wellness sites​

• Light blue has been proven to reduce stress by up to 20%, according to research by Colour Science Institute​

Blue – Lust

Lust is about giving in to intense desire. Blue, particularly deeper shades, represents this sin, symbolizing depth, trust, and sometimes seduction. In web design, blue is a popular choice for creating a sense of trustworthiness and reliability.

It is often used by corporate and technology websites. For representing lust, deeper blues can be combined with images or other design elements that suggest allure and mystery.

Meaning: Blue is often linked to trust and dependability, but deeper shades can evoke lust or desire in the context of web design.

Web Design Impact: Darker blue hues can evoke a sense of desire or aspiration, particularly in luxury brands or dating apps. It promotes trust while also tapping into deeper emotions of want and lust.

Real Example: Tinder uses blue accents in its design to encourage romantic interest and desire. The color helps users trust the platform while feeling drawn to the aspirational aspects of finding a perfect match.

Fun Data & Facts:

• Studies by Color Communications show that darker blues can create feelings of desire and aspiration, especially in industries targeting high-income individuals .

• Psychology Today reported that blue is one of the most trusted colors, with 57% of men and 35% of women listing it as their favorite .

Yellow – Greed

Greed involves an intense desire for wealth and power. Yellow, the color of gold and money, represents this sin. In web design, yellow can be used to attract attention and suggest optimism and energy.

It is a vibrant color that can highlight key areas of a website, such as special offers or important information. However, too much yellow can be overwhelming, so it should be used strategically.

Meaning: Yellow is associated with greed, materialism, and wealth. It’s often used to grab attention, invoking a sense of urgency or desire for more.

Web Design Impact: Yellow is frequently seen in e-commerce websites to push limited-time deals, discounts, and special offers. It stimulates feelings of urgency and desire, pushing consumers toward impulsive purchases.

Real Example: Best Buy uses bright yellow in its sale banners to grab attention and appeal to customers’ desire for the best deal, tapping into the consumer’s greed.

Fun Data & Facts:

• A Kissmetrics study found that yellow creates a sense of anxiety and urgency, perfect for promoting flash sales and time-sensitive offers .

• Yellow, when paired with black, increases retention and is one of the most visible color combinations for catching user attention quickly .

Orange – Gluttony

Gluttony is the act of overindulgence. Orange, a warm and inviting color, represents this sin. In web design, orange can stimulate appetite and enthusiasm, making it ideal for food and beverage websites.

It is also effective for calls to action, encouraging users to engage more deeply with the content. Orange can create a friendly and cheerful atmosphere, but, like all bright colors, it should be used in moderation to maintain balance.

Meaning: Orange represents hunger, indulgence, and warmth, making it the perfect color for gluttony.

Web Design Impact: In web design, orange is often used by food companies or subscription services to evoke feelings of warmth, indulgence, and abundance. It encourages users to indulge in products or services.

Real Example: McDonald’s uses orange alongside red to stimulate appetite and create a sense of indulgence, subtly encouraging overconsumption.

Fun Data & Facts:

• Research from HubSpot found that orange increases conversion rates by up to 32% when used for call-to-action buttons, particularly in food and beverage websites .

• Psychology of Eating studies show that orange stimulates appetite more effectively than any other color, making it popular in the restaurant industry .

A Rainbow of emotions

Understanding how colors can represent the seven deadly sins offers a valuable tool for web designers. By exploiting these associations, designers can create more effective and emotionally resonant websites. Each color not only brings a specific aesthetic but also conveys deeper meanings that can influence user behavior and perception.

At Hitsearch, we believe in the power of thoughtful design to enhance digital marketing strategies. By incorporating the symbolic colors of the seven deadly sins, designers can create compelling visuals that capture attention and communicate messages more powerfully. Whether you’re aiming for luxury, urgency, trust, or enthusiasm, the right color can make all the difference.

Using these insights, you can approach your next web design project with a deeper understanding of how colors can evoke specific emotions and reactions. Let the principles of the seven deadly sins guide you in creating websites that are not only visually appealing but also rich in meaning and impact.