As a powerful method of communication, color is irreplaceable. Red means “stop” and green means “go.” Color when properly used on a website can enhance the user’s experience. Without colors on your website, your website will be dull and boring. Each color is a powerful instrument that you can use to engage website visitors and at the same time convey your message to them. You can also use colors to attract attention and increase traffic on your website.
Carefully choosing the right colors is important and it can make or break your website. According to research people are vulnerable on a subconscious level to color impressions and more than 60% of success or failure of a website is related to this. The choice of color can produce a positive impression on your audience and as a result, make them stay longer.
So why are colors important to web design?
Colors can convey emotions
Colors have different characters and each color can describe a specific emotion. Each color has a different connotation attached to it and it describes different moods or emotions. Below are some examples:
Colors portray the product
Having a deep understanding of how certain colors make consumers feel, and whether those colors embody your brand, is an important step to creating your brand identity. The colors that you are selecting emphasizes the product or services that you are introducing.
Brand New Product: Fresh branding might require you to know the reasoning and also the emotional connection of the brand. It’ll offer you much-needed freedom to chose and play together with your colors, unlike the defined products. Generally, it is better to choose either monochromatic or complementary as they create more emotional value and a way of purpose.
Defined product: One should understand the merchandise and therefore the guidelines it comes with. There could be many limitations or directions that we’d like to follow. So get familiar with it. for instance, Google or Microsoft has strict guidelines. In such cases, it is preferred to use the Analogous/ Triadic palette as they permit to stay to the prominent brand color while allowing them to play with the opposite colors from the wheel as an accent. it’s like choosing a circle of friendly neighbors to create harmony in the product.
Colors help in audience engagement
Apart from defining your brand, color attracts attention, depicts the proper moods, and helps demonstrate the order of page elements in your web design. It’s an influence enormously in user engagement.
Also, important for influencing engagements are honest user experience and well-written content (especially specific Call To Action wording). Though, if you incorporate these elements in your web design but still showcase a light-colored CTA on top of a white background, your conversion chance will go completely neglected.
Moreover, you need users to simply find your website’s navigation, follow the page’s story, read important headlines (or scan content), and click on any necessary actions that get them to their next step within the conversion process. Something as simple because the psychology of color can influence of these actions.
Lastly, the psychology of color helps you understand how your customers will respond to your website. Certain colors trigger certain emotions in people. for instance, blue conveys trust and dependability. Green conveys growth and health. Orange conveys friendliness and confidence. Gray creates balance and is neutral. Understanding your audience will assist you determine the proper colors. Is your business targeted to a selected gender? does one want to evoke an aesthetic vibe or a fun and youthful feel? Is your product or service high-end or affordable? Colors can cause the emotion you would like to convey for your brand.
How do we choose colors then?
Finally, let’s decode the various sets of colors and principles which will always make life easier as designers. I always search for the character of the merchandise when it involves choosing colors but before you go overboard trying to find the inspiration you’ve got to know the fundamentals of the color wheel. I follow Colour theory 101; there are many diverse ways of picking color sets that employment together. I pick the mixture best fitted to me starting from people who are easy to use till difficult to use. I’ll explain this further below:
Complementary- Easy To Use
As the name suggests, these colors are placed adjacent to every other within the color circle. They complement one another perfectly. This color scheme works best for brands that try to speak reliability and a way of balance. It’s just like the color blue says ‘you are beautiful’ to the color orange, which complements its attributes, and the other way around.
Monochromatic – Easy To Use
These colors share the hues and tones of a base color. Once you use the shade of equivalent color, the perfect notion behind this is often that it creates harmony and natural sync. Monochromatic color sets are easy to recollect since the user can associate these shades with each other and still can remember what brand or product it is.
Analogous – Use with Caution
The word analogous means ‘comparable’. By virtue of this, analogous colors ask any set of colors on the color wheel that are immediately adjacent, ie, three colors left or right from the one among your choices. As a set, these four colors are going to be considered as analogous colors. Analogous colors are preferred when there’s a requirement to make a way of harmony and contentment for brand design.
Triadic – you’ll try
This method is like choosing colors that are evenly spaced in an equiangular triangle. These colors are selected from the wheel in such how that they supply high contrast and rich vibrancy in design. How can we do this? By picking colors, (to the left or right) that are equally spaced from each other on the color wheel. for instance, if you choose a selected color on the wheel, you’ll plow ahead and pick a color that’s three colors away on either side. These contrasting colors bring an efficient, yet tough to make a palette.
Tetradic – Are you bold enough?
This is a four-color structure evenly spaced on the color wheel. This scheme is best suitable if you want to create an accent with colors, ie, you choose one dominant color and three accents supporting it. This color scheme is similar to triadic, which creates a vibrant and strong palette but is tough to handle.
My Favorite Tools
My choice of tools that you can also use to select your palette and work with colors:
ColorPick Eyedropper – My favorite tool it’s super easy to use and it can show you the color values on screens.
Canva Colour wheel – This is my handy tool towards choosing the sort of combination that I would like to select I will be ready to generate my combinations. I exploit Canva Colour wheel to create my palette.