Your website is the face of your company, so it stands to reason you want it to look its best. Chances are with all the work you've done on SEO and content; it probably looks pretty good. But if you want to stand up against the competition, you may need to add a little color to its cheeks.
The Importance of Color in Website Design
The visual design of a website has tremendous power, with the choice of colors playing a vital role. Colors stir people's emotions. The colors you choose for your site can have the power to grab your audience's attention, get them engaged, create a desire for your products or services, and push them to subconsciously purchase what you have to offer. And they can help to build a loyal and trusting customer base.
Colorful Observation: Color boosts brand recognition by a whopping 80 percent!
Oh, C'mon. Can Color Really Do All That?
Believe it or not, it can. But you have to understand a little about the science and psychology of color.
Studies have found that certain colors evoke a particular set of feelings and emotions in people. For example, the color green instills a sense of calm and relaxation. A popular website color, it is generally associated with freshness, healing, harmony, and nature. Check out your favorite environmental site, and you'll likely see a lot of green.
The color blue, on the other hand, evokes a sense of trust and loyalty, of comfort and reliability. Is it any wonder that corporate America tends to choose blue as its dominant website color?
Purple radiates a sense of glamour and nostalgia, while yellow (think smiley faces) conjures feelings of youthfulness, optimism, and joy. And black? Black instills images of boldness, power, luxury, and elegance.
There's more to it as well. Studies have found that men and women react to certain colors differently as do people of various age groups. It's important to keep that in mind if your business caters largely to a specific demographic.
Colorful Observation: 85 percent of people say color hugely influences their purchases.
How To Pick the Right Colors for Your Website
Every website needs to have a successful balance of color. Too few colors and your site is boring. Too many, and readers can become overwhelmed and confused. If you want a website with colors that pop, you'll want your colors to have contrast, complementation, and vibrancy. To accomplish this goal, most web designers suggest employing a color set that follows the 60-30-10 rule of design, with 60 percent as the dominant color, 30 percent as the secondary color, and 10 percent as the accent color.
Choosing Your Primary Color
If you already have a company brand or logo, then the dominant or primary color for your website should match that brand. The color of your brand is a visual asset that can go a long way in helping to build company recognition so you'll want to be consistent in using it on all platforms across your entire online presence. This will be your starting point before adding any secondary colors.
If, on the other hand, you don't yet have a brand or logo, choose a color that speaks to the emotion you want to be associated with your brand. If you're unsure how to determine this, take a look at your competitors' websites. What colors are they using? What are their logos? How do their images and color choices make you feel? While you want to choose colors that convert well in your particular industry, you also want to create an image that is distinctly your own.
Once you've decided on your dominant or primary color, you'll need to select the secondary color for your palette.
Choosing Your Secondary Color
Maintaining a harmonious color scheme is important, but knowing what colors go well together can sometimes be challenging. This is where having a familiarity with the color wheel can be helpful. There are several different types of color schemes but most fall into one of four categories: complementary, analogous, triad, and monochromatic.
Complementary color schemes employ any two colors located directly across from each other on the color wheel while analogous colors are any three that sit side by side on the 12-part wheel. The triad color scheme forms a perfect triangle on the wheel. Monochromatic color schemes are multiple shades of a single color. If you've made some choices but are still unsure if they'll look well together, try seeking advice from a focus group made up of a sampling of your customers.
Just don't ask your Mom. She loves everything you do.
Photography and Other Visual Elements
Your color scheme should also be coordinated with the photography and other visual elements displayed on your site, and you can often get a feel for how to handle such aspects by researching sites with similar genres. Because you share the same target audience, it's likely you'll find a certain homogeneity of design.
Don't Forget the White Space!
While you may not think of white as a color, providing plenty of it on your site is a must. Ample white space serves to remove distracting details which not only improves readability and reading comprehension, it also helps reduce the bounce rate.
Use of Pop Colors
Bright colors, used infrequently, can grab users' attention and make a strong visual statement. They can be especially powerful in the lead conversion process such as with CTA (call to action) buttons. Most website owners prefer bright green for these buttons, but bright red or yellow are also common.
Colorful Observation: Adjusting color can increase conversion by up to 24 percent.
If you're looking for the best trending advice on color, look no further than Pantone. As experts on how color impacts design as well as consumerism, they are literally the global authority. Each year as a trendsetting concept for branding and marketing, Pantone announces a new "color of the year." And while you wouldn't want to use it for rebranding, it's wonderful for creating ads for trendy, new marketing campaigns.
Colorful Observation: It takes just 90 seconds for a customer to develop an opinion of a product and 62 to 90 percent of that opinion is based on color.
Ready to Get Started?
We hope you enjoyed this article and hope it gave you a better understanding of the importance of color choices in web design. If you want to know more about how we can help you design a site with colors that get you conversions, please book a free consultation with our virtual concierge by clicking on the chat icon. We look forward to a colorful conversation!
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