The use of colors in web design

Written by Traci Robinson. Posted in Tech

Web design is to websites what decorations, music and room fragrances are to land-based stores and offices. When your entire business operates online, you have to rely on visual stimuli to attract customers, encourage them to make a purchase and, at the same time, express your brand identity. Successful web design is not about applying a free template on your site and waiting for people to come; it’s about working with experts who know how to combine colors in such a way as to spark an emotional response and appeal to the visitor. More often than not, professionals rely on tools such as color wheels and color pickers to select and combine colors for creative. If you are a designer, check out for intuitive Photoshop tools.  

Cold vs. warm colors

[Not a valid template] One of the biggest decisions that you will have to take is choosing between warm and cold colors. Not only do these two color groups achieve completely different aesthetic looks, but also achieve different effects on the user. For example, warm colors such as red, orange or yellow are associated with action and passion. This is why websites that have sales going on use red labels: they immediately draw the user’s attention, making him act, often on impulse. On the other hand, colors such as blue, green or purple are cold. They are used especially on corporate websites to inspire professionalism. When choosing your design, it’s advisable to stick with just one of these categories, not both, so use a color wheel to differentiate between warm and cold colors.  

Masculine vs. feminine

  Contrary to common belief, pink isn’t the favorite color of all women and men aren’t interested only in blue and black. An analysis of the most successful websites targeted at a specific gender shows that women are more likely to stay on pages that have the colors blue, purple and green, while men love blue, green and black. Interestingly, both males and females seem to dislike brown, orange and earthly tones.  

White and vibrant colors

  One of the biggest dilemmas that webmasters have is choosing between white and vibrant colors. Although white may seem boring and some people deny calling it a color, it is one of the most effective choice for modern websites. When used right, it creates the feeling of a bright, open space, making the information on screen easy to read. As for vibrant colors, they are the perfect choice when you want to promote something fun, exciting or targeted at a younger audience, such as party supplies, kindergartens, kids’ restaurants, toy stores and so on.  

What values do colors reflect?

  You might not know it, but each color sends a specific message. For example, blue is the color of corporate. It denotes professionalism, but it also inspires trust, serenity and calm. This is why huge websites such as Facebook or PayPal have chosen it for their homepage. Green is automatically associated with plants and nature, which makes it the go-to choice for companies that want to promote their environmentally friendly policies. Last, but not least, red and pink, combined with certain graphic symbols, are associated with love, so they can be found in dating sites.  

Traci Robinson

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