A website is your online store where your services and products are enlisted and displayed. Just like we design and decorate an offline store, designing an online store is also essential. The process of designing and decorating starts right from the basics of choosing the right colour scheme for the website.
Did you experience the process to be an overwhelming one? Indeed it can be, as there is a multitude of shades to choose from. You do not want to choose the colours randomly and end up acquiring a scary look. This gets especially true when you do not have a natural aptitude for choosing the right colours and designs. Choosing colour for your website can get simpler once you are aware of the right steps to take.
Human beings tend to make a judgement within a few seconds of perceiving a product or environment. Surprisingly, most of the times the judgement is only about colour, hence when the colour is targeted towards the demographic; your battle is half won.
Brand recognition using colors
Colour plays a major role in associating a brand and recognizing it on the basis of it. It acts as the primary key of attracting attention and creates a strong desire while earning loyalty among visitors. The right choice of hue enables a brand to develop association among customers where they are able to recognize it, even without viewing the logo.
As mentioned above, colours have a meaning attached to it, however there are multiple trends followed by brands in order to form recognition. For example, restaurants are usually in red and orange colour, while banks are associated with blue.
On the other hand, luxury products are marked with the colour black and hotel are associated with the colours black, white, green and blue. The most eminent examples can be witnessed with the help of a few iconic brands that can be easily recognized for their colours. For example, McDonald, one of the biggest food chains, can be easily related to the colour red and yellow, while the prominent channel National Geographic can be recognized with a yellow colour. Similarly, Coca-Cola, a popular beverage brand can be largely associated with the help of the colour Red.
What does each colour signify?
- Warm colours
Warm colours have an energetic impact on the visitor, but when they are used solely, it tends to over-stimulate. It is a great idea to mix the colours with neutral and cool colours in order to maintain balance.
Red- Active, passionate, love, intensity, strength
Pink: romantic, warm, sweet, soft, compassionate, playful
Orange: enthusiastic, success, warm, friendly, determination
Yellow: Energetic, lively, youthful, optimistic, fresh
- Cool colours
The cool colours have a calming impact on the viewers which makes them the most commonly used olours on the websites. You need to be careful that they are not overused.
Green-relaxed, peaceful, calm, healing
Blue – comfort, trust, integrity, clarity
Purple- power, nostalgic, ambition, luxury
Tips for choosing colour scheme for your website
- Evaluate how colour affects one’s emotion
The very first consideration that needs to be made is the way in which humans get connected on an emotional level. Let us have a look at the way colours determine the emotional quotient.
- Yellow: This colour stands for youthfulness and optimism which attracts window shoppers
- Red: Passionate and energetic colour which increases the heart rate and makes a state of urgency
- Blue: This colour creates a sensation of security and hence largely seen been used by businesses and banks
- Green: Green is largely associated with wealth, used largely in stores to relax. It is also the easiest colour to be processed
- Orange: The shade creates a call to action button which lets you sell or buy
- Pink: Associated with feminine products as it is a romantic and feminine
- Black: A colour to sell luxury products
- Purple: Adds calming and soothing properties, largely seen across anti-ageing products
- Learn the colour theory
Can you imagine colour too has its way in Science? If you are confused about how to choose colour for your website, consider colour theory. It is a science that deals with the way colour works. It is essentially important to understand primary, secondary and tertiary colour. Primary colours are colours which cannot be made by mixing any two colours, hence are independent colours which include yellow, red and blue.
On the other hand, secondary colours involve hue that is made by mixing two secondary colours. For example, green can be derived by mixing yellow and blue.
Lastly, tertiary colours are created by using a primary and secondary colour. Compound colours can be created by combining violet and blue to create blue-violet.
- Assess business goals
Colours need to be decided based on your business goals. Distinct colours on adobe colour are used for eliciting a call to action button. Depending upon the goals of the website, it is essential to choose colours that will stir a respective emotion in the buyer. Brand managers assess colour psychology that helps in product engagement. For example, you can see luxury products using black colour, banks using blue colour and NGOs using orange colour.
- Consider the gender and their colour preference
Did you know that there are in-depth studies to conclude the colour preferences across genders? Apart from the general information of women liking pink and men disliking it, there is a world of information on this study.
If you run one of those organizations that are gender specific, you know the colours you are dealing with. For example, pink is the universal chosen colour of all women. Hence, if you are into cosmetic or makeup business, pink can be the ideal shade to choose. On the other hand, blue is the most favoured colour for men. Most of the businesses do not apply to this rule; however, some businesses are mostly gender specific and cater to a specific gender.
- Both genders opt for their favourite colour as blue (with 57% men and 35% of women agreeing to it).
- Blue, black, green and red has been found out as being the favourite colours of men with the least favourite ones being grey, orange, white and yellow.
- On the other hand, purple, pink, red, blue and green have been found out as the favourite colours of women. The least favourite has been yellow, brown, grey, orange and white.
- Brown and orange are the least favourite colours across both genders. Overall, men have been seen liking bright colours, with women liking softer colours.
- Keep it completely simple
Instead of making the colour palette a complicated one, keep the shade extremely simple and choose the best colour combinations for websites. While choosing the shade scheme, think about simplicity. Complicated colour scheme confuses the perceiver and his eye. Try to keep it simple to avoid viewers have a tough time assessing the products and services you intend to sell. This is one of the hallmarks of a great website. When going overboard with the colour, the users will be left confused.
- Contrast the colour palette
After choosing the colours, assess the colour contrast by taking a look at website colour schemes 2019. Contrast is an important element of designing a website. Without proper colour contrast, your website will look out of place. A well co-ordinated colour scheme improves the look of the website and gives the visitors a treat to watch. Contrast is highly responsible for creating impact which draws attention to a few parts of the webpage. Use complementary colours as they add contrast to one other. Do you intend your users to notice something? If yes, then make the colour contrast from the rest of the page.
- The competition of the company
Are you waiting to make your company stand out from the rest? Know your competitors well and the positive ways of managing the website. Get to know the competitor’s website and the colour scheme they are using. Assess the scheme and then choose a shade that will overpower them. Do remember it is impossible to create an outstanding design without conducting proper research.
- Impact of the audience
Are you aware of the significance of the colour theory? Know their meaning and consider the usage likewise. The scheme you choose needs to have a considerable positive impact on the industry. Choose the colours which are associated with positivism and associate it with the industry. For example, a business that advocates peace needs to opt for white.
- Visual appeal
Here is something that you did not know, the visual appeal. Did you know that a tiny set of your audience involves individuals with visual impairment?
Well, your audience is your world of display; hence, any scheme decided upon needs to be well thought. Make sure the scheme chooses to impress while attracting people. You need to consider every group of audience, even those who have visual impairment such as colour blindness. Ensure that all kinds of people can read and visualize your website properly without facing any issue. Choose and blend the colours by choosing the best colour contrast for the website in such a manner that it is accessible for all.
- Consider the age group
Did you know that colour changes as per distinct age groups? Well, it is true, and hence the colour should be decided according to the demographic. When a specific age group dominates the demography, it essentially becomes an important consideration to make. For example, if your website deals with kids games, the hue scheme should be based on the likes and dislikes of kids’ population. Vibrant and rich colour should dominate the design of the website.
- Let biases not come your way
There are times when your personal preferences should stay out of the way, and this is one of them. A major mistake that dominates the decision making process is a biased decision. We often tend to choose the colour that is our favourite. This is one of the worst mistakes that you could make. Instead of being biased by choosing your own colour, opt for one that is preferred by the demography of your business. For example, if your niche is cosmetic and you choose blue as it is your favourite colour, you will soon run out of business as pink is the dominating colour of this niche.
- Take help of tools
Do not panic if you are setting up your own business and are completely new in designing a website. There is a solution waiting at your end as well. Take help of tools that is one of the easiest ways of testing distinct colour combinations and derive complementary colours. This further gives a better understanding of how the colours will look on the website. At the same time, it saves a lot of time while you scratch your head in finding the ideal colour combination.
- Consider the branding
Irrespective of how many times you have noticed your branding, you might have missed out on its colour scheme. The chances are that the brand already has a few colours associated with the branding or logo. In this case, you do not need to work that hard, instead use the existing colour palette likewise and create the scheme. However, there are some essential points to consider. For example, if you have chosen a colour for your logo, which is negative or imparts a negative outlook, you might need to look for a different colour option for the website design.
Simply put, colour psychology is a lot more than just liking colours on a personal basis. It involves a lot many steps that you can take in order to make smart decisions on the new website. Using psychology to understand the target audience better can be beneficial in knowing their preferences in the long run.
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