Humans have always been a visual mammal; putting great weight behind visual appearances. As a result, the colors that developers use in their websites designs are a crucial part of their success. By incorporating the right color-schemes based on the colors’ psychological effects on the viewers can dramatically increase a call to action or keep viewers on your site for longer.
Taking a closer look at each color and the optimal use for it can help to determine how one should design a website.
When overused, calming or cool colors can make a website seem impersonal and cold but can be very effective at keeping a visitor on the site a little longer when used appropriately.
Calming colors include the following:
Blue: This color creates feelings of stability, trust, truth, tranquillity and sincerity. Dark blue symbolizes a more serious appeal with feelings of knowledge, integrity and expertise. This color is favoured by technology companies as well as companies that require a clean image such as companies selling water or vodka.
Green: The color green gives people a sense of growth, freshness, endurance and safety. Dark green can bring out feelings of ambition, prestige and wealth while an aqua-green can illicit feelings of healing and protection. It is generally used to give a product or service the feeling of being environmentally friendly or natural.
Purple: This color is most often used when trying to bring out feelings of royalty, nobility, luxury, extravagance, independence and mystery from visitors. Websites aimed at children and women are usually made in a lighter purple color such as websites that promote wellness and fitness. Medium to dark shades of purple can be seen in educational websites due to the feeling of achievement and intellectual thought.
Exciting or Bright Colors
Warm colors such as red, orange yellow leave viewers with a feeling of excitement and energy. The intensity of the warmer colors is such that it should never be used by itself, rather combined with calming colors to avoid over-stimulation.
Exciting colors include the following:
Yellow: The color yellow is most associated with feelings of happiness, joy, energy and intellect. The color is rarely used as the dominant color due to the intense nature of it. It can easily overwhelm the viewer. A darker yellow can bring out feelings of sickness, jealousy and caution in viewers whereas light yellow colors create feelings of freshness, joy and intellect.
Red: Often described as the color of passion; red evokes strong emotions of danger, passion, desire and strength. Lighter red colors can make viewers feel feelings of sexuality, sensitivity as well as love while dark reds create feelings of tenseness, vigor, leadership, courage and wrath.
Orange: This energetic color is most used to create feelings of joy, enthusiasm, creativity, attraction, success and stimulation in viewers. Different shades of orange can illicit different responses. Dark orange creates emotions of distrust while bright orange colors give feelings of health, youth and wellness. Light orange relaxes people, giving them a sense of sophistication. Nutrition and food websites will often use orange colors in their design.