On internet we don't deal with face to face selling. The internet is a visual and psychological medium. The words, or sales copy, on your website have by far greatest psychological impact on your visitors and thus becomes your most important communication and sales tool.

But another important psychological aspect of your website that is often overlooked are colors. Yes, that's right... I said colors.

Just as you use words to express yourself, colors can be used as an expression as well and are a language all on their own.

The background color of your website, color of your header, color of your text, headlines and sub-headlines etc. can all have a psychological impact on your visitors.

Here is a list of some of common colors and what type of psychological emotion they invoke in people:

RED is associated with love, passion, danger, warning, excitement, food, impulse, action, adventure.

BLUE is associated with trustworthiness, success, seriousness, calmness, power, professionalism.

GREEN is associated with money, nature, animals, health, healing, life, harmony.

ORANGE is associated with comfort, creativity, celebration, fun, youth, affordability.

PURPLE is associated with royalty, justice, ambiguity, uncertainty, luxury, fantasy, dreams.

WHITE is associated with innocence, purity, cleanliness, simplicity.

YELLOW is associated with curiosity, playfulness, cheerfulness, amusement.

Well, I assume you want your web page to come up as high as possible in search engines because that generates free traffic.

On other hand, your page has to deliver value to your visitors. Most people on web are not searching to buy something. They're surfing web to find information to solve a problem or fill their needs. If your page delivers that, they'll be back.

Fortunately that is exactly what search engines want you to do. Their job is to present best web pages possible to any search action. How do they do that?

Well, to be honest: I don't know! The only people who do know are developers of search engine software. And there are a lot of experts on web who try to find out how they do it. But that's a full time job and I don't have time for that.

The only thing I know is that search enines can't see what we see on a web page. Just go to any page and click 'View Source' in menu of your browser. That's how they see a page. They spider it, analyze it and perform some arithmetics with it, way beyond my comprehension. But they can't read images or graphics or flash and they (still) have a lot of troubles with Javascript, dynamic generated pages, fancy menus and frames. Their software only does exactly what it is programmed to do. With millions and millions of pages on web, they can't solve every possible situation. It's just a general approach.

So, if you make it easy for engine software to spider and interpret your web pages, there's a big chance you come up high in their rankings. At least you have a big advantage. That's why I always use a simple HTML-editor. It does exactly what I put into my pages and it doesn't include extra coding. Right now I'm using AceHTML Freeware, but I also like Arachnophilia a lot.