As web designers, we often discuss why certain colors schemes are used within a client’s latest web design. The color palettes used in a web design are based on those of the brand, specifically found in the company logo. Those would include the dominant color and primary colors. As such, it is common to utilize shades, tints and complementary tones that align with modern web accessibility standards (such as contrast ratios for readability) as well as incorporate color psychology to enhance user experience.
This expansion of the color palette becomes a fundamental necessity as most website visitors scan websites for important visual and information cues. This means that their eyes move in a quick pattern, hunting for information or action. If every part of your website has the same visual weight, the user has nowhere to focus. This is where the use of accent colors come into play during a web design.
What is an Accent Color?
An accent color is an intentional, high-contrast visual cue that breaks up the visual monotony of a web page and can inform a visitor where to look next. Optimizing your utilization of color is key to better user experience and higher conversion rates.
The Role of Accent Colors in Web Design
As we just established, an accent color is a specific hue chosen to draw attention to important certain website elements and information. Thus, while your website’s dominant color and primary colors establish your website’s overall vibe (sets the tone, mood, and brand identity of a website), the accent color helps guide visitors where to go without you needing to explain it.
Distinguishing Accent from Dominant and Primary Colors
Following the 60-30-10 rule, a classic design principle that we web designers have adopted, here’s roughly how the usage of these break down:
- Dominant Color (60%): Sets the mood and is utilized in the majority of the page.
- Secondary/Primary Colors (30%): The main supporting color(s) for subheadings and other visible containers.
- Accent Color (10%): Your primary brand/pop color used sparingly for Call-to-Action (CTA) buttons.
The Psychological Impact of Contrast
While I’m not a psychologist, I’ve read that our brains are wired to notice change. That means when we see a page of neutral text, our eyes are drawn to the first spot of high-contrast color. This is not just a stylistic choice; it is how the human brain processes information. So, by placing an accent color on a button, you can make it a much more noticeable thing on the web page.
Where Accent Colors Are Most Effective
Where should you use these “pops” of color? The best spots are where you want the user to take notice and act.
These would include:
- Call-to-Action (CTA) buttons
- Important links
- Error messages
- Notification badges
- Key data points in charts
Selecting the Perfect Accent Hue
You need an accent color that fits your brand but stands out. Start by looking at your current brand palette. Does your brand have a set style? If your brand is professional, you might want a deep, bold accent color. If your brand is fun, a bright color might be more effective.
Ensuring Accessibility and Contrast Ratios
Your design must be usable for everyone. Web Content Accessibility Guidelines (WCAG) exist for a reason. If your accent color is too light against your background, people with visual impairments will have difficulty seeing them.
We typically check the contrast ratios of our web designs. Free online tools are available for accessibility testing. Remember, a button that no one can read is a button that no one will click. Making your website accessible often improves the experience for all users, not just those with disabilities.
The Call-to-Action (CTA) Button
Your primary CTA button is among the most important web page elements for conversions. It often utilizes an accent color, but this is not always the case.
Navigational Cues and Interactive States
You can use an accent color to show that something is interactive. When a user hovers over a link, change its color to your accent color. This simple change tells the user, “This is clickable.”
Common Pitfalls to Avoid When Deploying Accent Colors
Even good web designers make mistakes with accent color that include:
- Overusing your accent color.
- Poor contrast and readability.
- Use of high saturation colors.
- Inconsistent use for functions.
- Not testing for context and lighting conditions.
The Consequences of Overusing an Accent Color
If you use your accent color for buttons, headings, icons, and borders, it ceases to be an accent. It becomes part of the primary palette. This causes visual fatigue for the website visitors. They can stop seeing the buttons as buttons because everything looks the same.
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