Creating a website that speaks to your agenda is key to creating an image for your entity effectively. Website creation goes far beyond structuring information in a way that is easy to digest; it is extremely important to choose a color palette that identifies with your site and with your readers.
There is a great deal of psychology and emotion linked to colors and the color groupings you choose. Depending on your website’s agenda, success can be secured by carefully researching and choosing the perfect palette.
Randomly choosing colors that you like may not bring about the best results. Science and experience has shown that certain combinations work best to attract and retain interest in a website. Carefully chosen color palettes, when placed strategically across the screen, breathe life into the content and keep readers engaged.
These are principle I learnt in design school in Chicago and you won’t be surprised to find many Chicago web design companies taking a similar approach.
We’ve put together some interesting facts about colors and how they work:
- Use natural colors. They are easy on the eyes and are easier to focus on. There are a myriad of computer-generated colors that do not occur naturally in the world, and these can strain the eyes. The last thing you want is readers moving away from your site because it hurts to look at it.
- Select an average of three colors, and use them consistently throughout your website, on every page. This provides connectivity site-wide and keeps your entire site cohesive. In technical speak, this is called Chromatic Harmony.
- Colors evoke emotion. If your site is news-related, a color palette that is simple and down to earth works best. If you have a business selling baby-related items, pastels will set the perfect tone for visitors to the site.
Consider the Audience
Your website may cater mostly to a particular demographic. If so, choosing a color scheme that appeases to that group goes a long way. For instance, older folks tend to prefer sober colors, while younger generations gravitate towards bright and vibrant visuals.
- Consider the age, gender and nationality of your audience. In some cases, you may not be able to, but if your site does cater to a particular group, be sure to use a palette that is appealing to that group. For example, using pinks and pastels for a hardware store would probably not keep guys coming back for more.
- People with visual disabilities may not be able to read your site if the wrong color combination is used. If you do a bit of research, you can inject a bit of science into your choice and ensure that everyone will be able to read your site.
Placement on the Screen
After choosing the color palette you think will work best, be sure to place the colors wisely. Border pages with the brighter and darker colors while making the overall background a lighter one helps text and content pop and get noticed. Using the correct placement offers up a visual delight that helps settle readers in and make them want to browse through pages of your site, increasing click-throughs and conversions. Some helpful tips here include:
- Avoid using patterns behind text, even if the patterned area is light in color.
- Check how the colors and placement are rendered across browsers and platforms. A color on a PC may not look the same as when viewed on a Mac.
- Contrasting colors grab attention, but avoid using explosive colors, as they may turn visitors away. Use contrast to highlight calls-to-action, like buttons titled “Order Now” or “Submit.” They make it easier for users to make the decision and increase conversions.
We all have colors we love, and while we think we might know what is best for our website, a bit a research and experience from those who have done all the legwork will go a long way when choosing the right colors for your site.