Colour plays a highly influential role in determining what a person likes, how they dress, how they decorate their home and interiors and how they feel, and it has the same profound influence when it comes to website design.
Research shows that 85 per cent of shoppers say that a product’s colour/s actually determine their purchase – even though they can touch it and see in three-dimensions. The use of colour becomes even more significant when web-based retailing is involved – because there is only the visual element to consider.
Colour prompts an emotional response from people and influences a person’s attitude towards something. When it comes to website design, it’s important to note the following points:
· First impressions take less than a few seconds to form – and most of these don’t change significantly as time progresses
· Consumer behaviour is influenced by colour
· The choice of colour can automatically ‘categorise’ an item or service as colours have specific associations
Many web design companies use the corporate colours of a business to dictate the overall colour direction of a website. However, not all colours reproduce accurately or consistently in the various browsers and on screens, so it’s a decision that needs careful consideration. Website design should have the primary objective of encouraging visitors to act (ie to buy something, sign up for membership etc) – and this is done by providing them with the information they are looking for in the most effective, functional way. And whilst the use of colour is a vital element in meeting these objectives, it has to be complementary with other important web design aspects such as page layout, loading times, security, navigation, usability, security etc .
Striking a balance between too little colour which is dull and boring and too many different colours which is chaotic is where the web design skill comes in. The colour palette should ideally be limited to a few major colours with shade variations for variety.
The essence of good website design is functionality and readiilty. A website that looks like a kaleidoscope won’t be taken seriously and will fail the functionality test. For text, black on white is always the best option whilst text on a black background should be avoided.
White is a largely underutilised colour option with many web designers falling into the trap of thinking that it is old-fashioned and dull. In fact, an experienced Perth website development professional, Dale Carter, says that white is the most important colour of all and is vital for emphasis, balance and proportion on web pages.
Some common colour associations are :
Red signifies passion, love, energy, strength and power
The colour green is commonly associated with the earth, nature, health and health-related issues and the environment.
Yellow : energy, sunshine, optimism, youth.
Blue is associated with wealth, dignity, elegance, stability, confidence, trust and success.
Orange is associated with youth, creativity, fun, affordability.
Purple : nobility, wisdom, power, luxury
Brown is associated with reliability, stability, durability and earthiness.
Black is a sophisticated and powerful colour, denoting style and wealth.
Pink is often associated with children, emotion, femininity, purity, tenderness and love
A website’s colour scheme can have a significant impact on the site’s success and is a vital element in web design.