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An aesthetically pleasing color scheme can create or break your website. After all, color in advertising accounts for 60% of the ad's approval or rejection. Therefore, color plays a crucial role in determining whether a potential customer will choose to do business with your company or not. A web designer must ensure that all the colors of your website work in harmony, while keeping the client's identity consistent with other marketing efforts.
Quick rules of thumb
- Stick to 3 to 5 colors when planning a website
- If in doubt, use white for the background color and black for the text color
Use your company's logo colors
If your company already has a logo designed by a professional - good! This is the best starting point for choosing your website color combination. You can choose to use the exact colors found in your logo or even add some complete colors. But it's important not to lose too far from your logo's color scheme to keep your company's identity consistent.
Color defines mood
The colors of your website are important as they can evoke different emotions from your visitors. Colors can make us happy, excited, angry or sad. Below is a list of colors along with the corresponding moods they evoke:
Red: aggressiveness, passion, strength, vitality
Pink: femininity, virginity, softness, health
Orange: fun, joy, warm excitement
Yellow: positive thinking, sunshine, cowardice
Green: calm, health, freshness
Blue: authority, dignity, security, fidelity
Purple: sophisticated, spiritual, costly, royalty, mystery
Brown: usability, earthiness, sluggishness, subtle wealth
White: purity, truth, contemporary and refined
Gray: somberness, authority, practicality, corporate mentality
Black: seriousness, distinction, boldness, being classic
Choosing a color scheme
Once you understand the colors and their connotations, the next step is to choose a color scheme for your website. Below is a list of different types of color combinations:
Monochromatic color combinations use a single color. Variations in brightness of the selected color can be used to create the feeling of different colors. Monochromatic colors go well together giving a soothing effect and are very light on the eyes. The disadvantage, however, is that it can be difficult to highlight the most important elements of your website.
Analog color schemes use colors that are related, but not identical, to create visually attractive combinations. Choosing this type of color scheme is achieved by choosing colors that are close to each other on the color wheel. For example, a selection of blues and purple, or reds and oranges would make a good analog combination. One color must be picked as the dominant color while the other is used as accents.
Complementary (or contrasting) color schemes consist of 2 colors that are opposite each other on the color wheel. This combination is most appealing when a warm and cool color is used. For example, red with green or blue works well as contrasting colors. If you use a color for your background and its complementary color to highlight important elements, you will get color dominance and color contrast. A word of caution: it is difficult for the human eye to focus on contrasting colors at the same time. Therefore, it is best to avoid using strong contrasts for background and text colors.