A study conducted on the mental impact of colors found that colors increased brand recognition by an average of 80%. Think of Coca-Cola, for example, and you’ll probably imagine its bright red cans. For its part, Beamax, a company that manufactures projection screens, noticed a 53.1% increase in click-through rates on red links compared to blue links. So is red the only color to have an impact on the consumer? No way. All colors can trigger certain sensations on sight given their meanings. So how do you choose the right colors for your website?
The primary color: the base
To find the primary color that suits you and thus better choose the colors of your logo, you must first understand what you are selling/supplying. This is the easiest step, as you probably already have an idea of the color for your website. The best way to choose a primary color is to think about the mood of your product or service and browse through colors that match that mood to find the one you like.
Here are some examples:
- The Red implies excitement or happiness (Coca-Cola, Nitendo, Ibis…)
- Yellow implies optimism and happiness (Fnac, Renault, McDonalds…)
- The Blue iinvolves reliability and reassurance (Decathlon, Dell, Ford, Nivea…)
- The White involves elegant and user-friendly products (Apple, Nike, etc.)
- Black implies luxury or elegance (Chanel, Yves-Saint-Laurent, Adidas…)
- The Orange implies a friendly and fun time to come (Fanta, Orange…)
- Brown implies a reliable product that can be used by anyone (Nespresso…)
- The green involves freshness and nature (Yves Rocher, Acer, L’Arbre Vert, etc.)
- The Purple involves a distinguished brand that has a history of quality (Milka, Mercure Hotels, Hallmark, Natixis…)
Additional colors
Once you have a primary color in mind, it’s time to decide what other colors you will use or additional colors. Use a color wheel to help you find colors that work together. The complementary colors are located directly opposite each other, and the three primary colors are on the points of the triangle.
For example, a red circle on a green background stands out a little more than a blue circle on a green background. But a blue circle will look much better and more obvious on an orange background. Try to have only one or two colors on top of your primary color.
Background color
This is an important color choice because your website background is theoretically going to take up more space than any other color. If you don’t want to take the risk, make the whole website off-white, which is the most common choice. It’s harmless and won’t prevent anything – text, images, or links – from skipping off the page.
You can also opt for a more discreet version of your primary color to solidify your brand image. This will require a white or gray overlay on the background for the text to appear.
font color
The last step is to set a font color. You can opt for a great classic: black. However, if you look at different sites, you will find that pure black fonts are not as common as you might think.
A black font on a white background can cause eye strain because there is 100% contrast. Explicitly colored fonts should be reserved for links and important information. Gray or gray-tinted color, for example, helps give your website a softer and more inviting look.
By choosing the right color(s), you need to give your customers a great experience to get them hooked on your brand. But color is just one of many visual design principles that every web designer should master. Other important principles include typography, layout, and UX. Remember, creating high-value websites is a combination of art and strategy.
Source: websitebuilderexpert