How to Use Colours In Web Design
People are influenced by colour in a number of ways, including psychologically and socially. With colours, you can make a statement, set a mood, and attract attention. This is why choosing the right colour scheme is particularly important in web design. Various pages will play a different role in making a statement, and getting visitors to take action. If done correctly, colour can be used to energize your message, and lead visitors down your conversion funnel. Whether you are aiming to create an ambiance of warmth or professionalism, you will need to understand colour theory to create an effective website.
Understanding the psychological influence colours have on people can be a significant advantage to designers and marketers alike. Although attaining an in-depth understanding of colour psychology takes time and experience, there are a few simple guidelines that will help you understand the concept and meaning behind each colour. Meanings of colour can also vary based on circumstances and culture, be sure to keep that in mind when designing your websites.
BLACK: Black is associated with power, elegance, formality, death, evil, and mystery. Black is a great example of how a colour can be used to depict different meanings, depending on the circumstance. I have always enjoyed using black throughout a website to maintain consistency and elegance. It is also a great way to bring attention to other elements of a page. Try using black for generic information, and use a colour like Green or Red to bring attention to headlines or call-to-action buttons that need to be more prominent.
RED: Red is the colour of fire and blood. It is typically associated with energy, power, determination, and passion. In some cultures, Red is also associated with danger and war. When designing websites, I try to use red as an accent colour only. It is a very powerful colour that can play an important role in driving conversions and drawing attention. Red is also used for error messages, so keep in mind that it carries a negative connotation in many circumstances. That being said, it will draw a reader’s attention quicker than any other colour.
GREEN: Green is the colour of nature which symbolizes growth, well-being, freshness, and fertility. On websites, Green is the colour most often used to guide visitors through a sales funnel. People are predisposed to relate Green to positivity and are most likely to click buttons that are green. I like to reserve the colour Green for call-to-action and submission buttons, this helps establish a pattern in the website’s UX.
ORANGE: Orange combines the energy of red and the happiness of yellow. It is associated with tropical landscapes, elation, joy, and sunshine. Orange is among the most used colours in website designs of 2016. It is such a vivid colour that it is not surprising that we’ve seen it become such a trend over the past year. I like to use orange as a focal point in a design, particularly if you can tie it in with brand colours.
YELLOW: Yellow is the most luminous of all the colours of the spectrum. It is the colour of sunshine, often associated with intellect and energy. Yellow does a great job producing a friendly and breezy feel to your website. When used correctly, yellow can shine its optimism and happiness on your audience.
BLUE: Blue is the colour of the sky and sea. It is often associated with depth and stability. It has long be a symbol of trust, heaven, and loyalty. Since gaining a customer’s trust is crucial to the success of a business, it is no surprise that blue is the most popular colour to use in logos and branding. You really can’t go wrong with blue, so I would always recommend making it a starting point for a website’s colour scheme. Try some variations of blue to make sure your website is unique and memorable.
PURPLE: Purple is a combination of blue and red, depicting stability and energy in one. Purple is also associated with royalty and power. Many luxury brands are known to use purple in branding colours. The FedEx website does a great job of using purple throughout their brand and website, while maintaining a light feel.
WHITE: White is associated with light, purity and innocence. People relate white to cleanliness and purity. It also serves as a fantastic canvas for other colours and works well in any combination. Almost any website you see will contain white throughout their pages. If you are looking to create a clean layout and user experience, keep as much white space as possible. It will make navigating your website’s elements a breeze.
Create Your Colour Scheme
Now that you have a better understanding of colour theory, you need the tools to create a colour scheme for your next website. Choosing your colour scheme needs to go hand in hand with layout and font choices. Thanks to a selection of free online tools, you can create a colour scheme to suit your needs in minutes. Sites such as Colours and ColourLovers allow users to create colour schemes easily. They will provide you with a range of palettes to fit your requirements. Play around to discover some beautiful combinations.