Many people may be under the impression that selection of the right colors for your website might not seem like such a big deal. But believe it or not, some studies suggest that utilizing certain colors within your website pages can improve user experience and conversions.
Colors can give your website visitors valuable insight to your brand, while making your web pages easier to read for those with visual disabilities and can even encourage people to take action (call you, click a button, etc.). Thus when you select colors thoughtfully, your website becomes more attractive, trustworthy and effective in cultivating new customers or clients.
That said, the colors used within your website pages are informed by the colors in your logo. This means that if your logo incorporates bright red and sky blue, your website pages should utilize both the primary or dominant (bright red) and secondary colors (sky blue) but can also include an accent color.
As such, the first step is to choose the most appropriate colors for your logo, that best represent your brand, and from there, derive the color scheme of your website.
The Impact of Colors on Visitor Behavior
Colors do more than just look nice, they can influence a visitor’s perceptions about your brand and inspire them to take action. For example, the color blue often evokes trust and tranquility. The color red can inform a sense of urgency or danger. Green is a color that is often used to convey health and nature. Thus, using the right colors can help to guide website visitors to complete a conversion, such as completing and submitting a contact form or placing an order for a product.
Common Color Associations and Their Effects
Blue
This color is typically associated with trust, professionalism and security. Thus, it is common to find the color blue used in many websites and logos of business and technology companies.
Red
Red is a color that typically evokes a sense of urgency and danger, although it can also convey love. So, it should come as no surprise, that many fast food restaurant websites (Chick-fil-A, Burger King, Five Guys, etc.) often use red to excite appetites and prompt immediate action.
Green
Green is a color that is generally associated with nature, health and money. As such, green tends itself to a relaxed, tranquil vibe. Eco-friendly and medical care brands tend to utilize green for the aforementioned factors.
Yellow
The color yellow is one which many relate with radiance and cheerfulness. That is why some use it to brighten up a web page.
Black
While some may argue that black is technically not a color, it is often associated with luxury, authority and elegance. Black is a popular choice for high-end brands, such as Cartier, Bentley Motors, etc., looking to convey a sleek, premium look.
Cultural Considerations for Color Selection
Did you know that colors can mean different things for different cultures around the world? For example, while white stands for purity in many Western societies, it is a color of mourning in some Asian cultures. Did you know that red is considered to represent good luck in China, but can mean danger or urgency in Western countries? So, if your website targets people from around the world, it is vital that you choose colors thoughtfully, by taking its cultural meanings into consideration.
Defining Your Brand Through Colors
Colors should match your brand’s personality. Is your brand fun and youthful or serious and professional? Bright colors like orange and yellow fit a lively, cheerful brand. Darker tones like navy or black suggest elegance. Pick colors that reflect your core values and voice. Consistency in your color scheme can build recognition and trust.
Understanding Audience Demographics and Preferences
Who visits your website? Their age, gender and culture can shape their color tastes. As such, younger audiences might prefer bold, vibrant colors, while older visitors often favor softer, calmer and more neutral hues. You can also do some research by looking at the colors used by your competitors to see if that aligns with your brand.
Selecting a Primary/Dominant Color for Your Brand
Try starting with one or two colors that reflect your brand. For example, if healthcare is your focus, green could be your dominant or primary color. Your dominant or primary colors should be consistent throughout your website and other marketing materials.
Incorporating Secondary and Accent Colors
Using secondary colors that draw attention to important calls-to-action or other content is a good idea. They should complement your primary color, creating a cohesive look. Keep in mind that good contrast makes important elements stand out and keeps your website visually interesting.
Using Color Palette Generators and Design Tools
You can find many free online tools that enable you to Tools like online tools easily create amazing color combinations fast.
Accessibility and Contrast Considerations
As mentioned at the beginning of this article, selection of appropriate colors begins with your brand logo, which then dictates the colors for the website pages. That said, the colors utilized in your website pages, should be those that ensure a sufficient level of contrast when used as background colors against the font colors.
Thus, if one of your goals is to select colors that adhere to accessibility principles, the colors selected for your website should make it easy for visitors to read the information displayed within your website. To this end, you should follow WCAG guidelines, which recommend a minimum contrast ratio of 4.5:1 for text. You can use tools like Contrast Checker to verify your color choices. High contrast improves readability for website visitors, particularly those with visual impairments, boosting overall usability and improving the user experience.
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