Colour will always play a major part of our lives. It is probably one of the first things that our brains begin to identify with as we are growing and developing. There is a concept that colour only matters when we are choosing clothes or decorating our houses, but whether we are looking for a new car, choosing that new smartphone, or even viewing a website, colour plays a major part in our decision.
Have you ever paid much attention to the Colours you use on your website, or do you just go with what you think looks pleasing to the eye?
Believe it or not, the colour theme of your website can have a great impact on your visitor experience and determine whether a viewer decides “should I stay or should I go”.
The first thing that a viewer will notice about your website is the layout and colour scheme, that is before they get to your content or the product you are trying to promote.
The colour of your website can have a distinct effect on your sales just by choosing the correct combinations to use.
Before deciding the colour combination you should be using, let’s have a look at how colours are made up.
There are 3 Primary Colours. These are colours that can not be made up by mixing other colours together. They are Red, Blue and Yellow. Every other colour is made up from just these 3.
Then we have secondary colours. These are colours that can be made up by mixing 2 primary colours together. These are Orange from Red and Yellow, Purple from Red and Blue and Green from Blue and Yellow
Colours fall into three basic categories, so using a colour from each group could give your site a more balanced feel to it.
Cool colours have a calming effect. But using only cool colours can have an impersonal and cold effect on your site, there again if used with a combination of warm or neutral colours, it then alters the feel to comforting.
Here are the Cool Colours.
Warm colours get the juices flowing and get people excited about what they’re seeing. Warm colours give a range of emotions from optimism to violence. But beware, using too much can be rather overwhelming to viewers.
These are the Warm Colours.
Neutral colours are usually used as a background colour and font colours.
Emotions in Colour
It is important to know that every colour has an emotional trait and by using different colours can emit different emotions to a reader.
They can be associated with either a positive or negative emotion.
Red is a Warm Colour and can be portrayed as Positive by being Powerful, Strong, Passionate, whereas it can also show a negative side in Anger, Danger and Forcefulness and Violence.
Green is Cool and is associated with Nature and a clean environment, but can also show Envy, Jealousy and Guilt.
Blue another Cool Colour that shows Coolness, Tranquillity, Patience, Comfort and Loyalty but then can be Cold, Fearful and Depressive.
Orange is a Warm colour, portraying Brightness and a Cheerful emotion, whereas it will also show Ignorance.
Yellow another Warm colour showing Brightness, Warmth and Joy, but can show Caution and Warning
White A cool Colour but Pure and Virginal, emits space and freedom, but it is also Cold or Distant
Black Being a Neutral Colour is Dramatic, Sophisticated and Stylish, but also speaks Serious, Evil and Death
Pink is a warm colour signifying Romance, Love, and Friendship. It shows feminine qualities and passiveness, but also immaturity, and girly.
Brown another Warm Colour that suggests stability and denotes masculine qualities. But there again Humourless, Heavy and Unsophisticated
Purple another Warm Colour that is associated with Royalty. It symbolises Power, Nobility, Luxury, and Ambition. On the downside, it can also portray gloominess and sadness as in funerals.
Your biggest goal in marketing is to get a reaction from your audience. By choosing the right colours for your website you can create an emotional response that will have the potential to increase sales.
Generally using a primary colour and then two secondary colours will have the desired effect, based on the target audience you want to attract.
Colours get a different response from Adults as opposed to Children
If your primary audience is aimed at the female Genre, then you may want to use Blues Purples and Greens, they are not so keen on Grey, Orange, and Brown.
If your primary audience is the Male Genre then tend to go for Blues Greens and Black. The Male audience isn’t so keen on Purple, Orange and Brown.
How about children? What do you think the favourite colour that children prefer? Let me give you a clue
In a survey carried out back in 2001 in the University of Geneva, it was recognised that children preferred the colour Red and by incorporating the original Logo colour of Yellow, a true example of how colour works to grab the attention by this famous fast food outlet.
Never use more than two or three colours at best. Web sites tend to look very busy with to much colour. You should be looking to keep it as simple as possible and if that means using just one colour then so be it.
The design of your website and your colour choice is vital to attracting visitors. So why not try different colour schemes and different shades before you make your final decision. You could also do an A/B testing on your site. Changing the colour scheme shouldn’t be that difficult if your theme allows, so if you feel that one combination isn’t working then change it and see if another colour theme works.
Reading text on a computer screen and reading the written word are very different. It is more difficult to read a sentence on the computer monitor than it is if the same sentence were written on paper. So choosing the colour of the text on a given background should be carefully assessed. Black text on a white background is great, probably the easiest combination to read, but trying to navigate a sentence written in yellow for example on say a green background becomes a lot more difficult. Make it easy on your viewer’s eyes, we aren’t all blessed with 20-20 vision and the easier your blog is to read the longer your reader will stay.
Colour is a powerful tool in your web design. It is often the first thing a site visitor notices about your site and can be the difference between staying or going. The same two sites with a different colour scheme can produce a substantial difference in the experience a visitor feels. So consider your colours and as previously mentioned, don’t settle for the first choice. If that isn’t working change the look. You may be surprised at the end results.