Choosing a Palette for Your Web Design

Created: 2017-02-22 09:00:00

Too often, the color scheme for a business website is chosen solely based on the boss's favorite color. This is probably the worst possible approach. In other cases, the colors of the company logo are used to “reinforce” the brand identity in a not-very-subtle way, which has exactly the opposite effect. You won't often notice a red and white logo hiding in a red and white background.

Simplest is Best The predominant color on the most successful websites is...white. A plain background makes it easy to read text, doesn't obscure clickable images in a visual morass, and frankly looks much more professional than bolder options. The website's content should be the star of the show; and its impact shouldn't be diluted with too much graphical noise. Just as importantly, it leaves the designer free to use more vibrant colors to draw attention to important elements, such as menu items.

Color Psychology For many of us, this soft science is comparable to astrology and dream interpretation, but empirical research generally points to some consistent findings. In any case, trying it can't hurt. A responsive web design company will be aware of these concepts, just like they know what's going on in the world of software development. It is their profession, after all.

Arguably the most important aspect of web design is the conversion rate, meaning what percentage of site visitors do something useful for the website owner, such as making a purchase. There's little doubt that color has some psychological effects: we prefer flowers over weeds, while toasted food looks more appetizing than raw. The web designer's goal is to use these stimuli as a “call to action” which prompts conversion actions.

Take a moment to imagine the Facebook and Paypal logos done in red and yellow instead of blue. Not so appealing that way, is it?

Fortunately, Unfortunately Color psychology, while probably real, is so complicated and apparently self-contradictory that hard and fast principles are difficult to define. For starters, men and women seem to experience colors differently. Many of the effects can be altered or even reversed depending on context.

Luckily, experienced web developers, like web design Bridgend, have developed a journeyman's appreciation for what works and what doesn't. Instead of trying to understand the entire field of behavioral psychology, it's usually sufficient to know just enough to achieve a high conversion rate.