When it comes to selecting the right color in web design, there will always be an element of psychology at play. Ultimately, the colors chosen will impact a viewer’s user experience (UX) when navigating around your company domain. Not only do website colors affect user experience, the right color combination can actually increase conversions for a business website or landing page. So, within this article we’re going to talk through the website color palettes and how they can contribute towards the success of an online business:
The Psychology Of Color In Web Design -
Before we begin, it is important to know that the usage color as a communication tool through a website is not something that all designers will consider when creating (or re-designing) a website. However, here at Rework, our team know everything there is to know about web-design. It’s what we do. So, the importance of a website’s color palette and the role it plays on a live site is no stranger to us. In fact, enforcing the correct website color palette is one of the most important aspects within web-design.
How could this be? Well the theory is actually pretty simple and it’s all to do with the science of how we perceive color as human beings. When we look at an object, our eyes receive a reflection from the object’s surface in multiple waves. The light receptors in your eyes then send this information to the brain, which goes on to produce our perception of color. The psychology of color is a complicated thing, but it is a well-known fact when people are exposed to certain colors, the colors in question will actually trigger physiological changes, known as chromodynamics.
Colors can; excite us, depress us, increase our appetite, make us feel warm, make us feel cold and so on. Studies have shown that not only can colors evoke a number of emotions, but our ability to focus, retain information and enjoy what we can see are all affected by color. In short, certain color combinations can persuade us to sub-consciously make a decision on how a we feel, which is why choosing the correct website color palette acts as a fundamental tool in regards to the success of an online business.
The Color In Web Design Theory -
Where website design is concerned, website colors will aid you in your quest to achieving good UX and UI within your domain, which will in turn help your website’s users to understand your content’s hierarchy alongside being able to focus on key information and the applicable calls to action. So, it’s time to answer the big question of what color palette you should use within the realms of your own website. As we’re sure you will have gathered from the section above, there is no one right answer as a successful outcome will be independent in relation to the product(s) and service(s) sold, alongside the message you are trying to convey.
Contrary to popular belief, the visual aesthetic of a successful website doesn’t start and stop with a visually pretty site. Of course, this can help as a contributing factor depending on the website’s niche, but in our opinion, more value should be placed with the usage of color combinations that evoke the emotional response that you’re seeking from website users. The next step would be for a designer to take the vibrancy and contrast of the colors used into consideration.
Well known theories recalled by web designers worth their salt include the following:
- Bright colors use more mental energy.
- High contrast makes text more easily readable.
- Colors from opposite ends of the spectrum create more visual harmony.
Needless to say, that if you take the time to consider the possible 16.8 million colors available, you’ll appreciate that picking the right website color palette is a specialized task. All colors originate from the three primary colors; magenta, cyan and yellow (known traditionally as red, blue and yellow). Below is a basic selection of basic colors and the affect that they have when perceived:
- Red: Aggressive, passionate, exciting, powerful.
- Pink: Feminine, caring, assertive, loving, nurturing.
- Purple: Regal, grand, opulent, mystical, extraordinary.
- Blue: Calm, dependable, tranquil, strong, reliable.
- Green: Serene, natural, healthy, growing, safe.
- Orange: Creative, young, outgoing, enthusiastic.
Black & White Color In Web Design Theory -
If you’ve got a sharp eye, you will have noticed that colors black and white are missing from the list above. This is because they are special in comparison to the other colors available. Technically, black is the absence of all color and white is a combination of them all. So, naturally, when black and white are used in conjunction of each other (known as monochrome), this is a combination of complete opposites which can convey a powerful message. On its own, lack conveys authority and strength, professionalism and intelligence, while white projects cleanliness, purity and peace. Take a look around to see how we utilize black and white as our website colors here at Reworkweb.com.
So, when it comes to designing a website our expert web designers and developers know all too well how to use their skills to color your company website to drive sales and success! If you’re actively seeking a web design company to aid you with you visions, we’d love to hear from you so, drop us an email to get started!