The Importance of Color in Web Design


Color is one of the most powerful tools in designing websites. Color creates desire, expresses meaning, attracts attention, and drives conversions. For some, it can even help the brand achieve customer loyalty. Therefore, the client and web designer should plan the color choices because it can influence the visitors’ interpretation.

Why color is important

The right colors can help boost our success online. Colors can help gain a reaction from your target consumers. They can touch the emotions of website visitors or steer them to respond to your site’s call-to-action. Further, colors can help people process and store images better. Finally, you use color to improve brand recognition. Your website’s color scheme should go along with your brand’s philosophy.

Aspects to help you choose the appropriate color palette

The web designer needs to understand the theory behind colors. However, it is more important to choose the right color palette. In addition, the designer should know and understand the aspects that will affect the color choices. It is likewise essential to consider accessibility, so using accessibility overlays can effect changes, such as enlarging text sizes, changing page contrast, and other shifts that will improve the experience of disabled users.

Here are the topmost considerations.

Branding. If you already have an established business, you can begin choosing the colors that will increase brand awareness before choosing new colors that will complement them. Color is the dominant element of association and identification with a brand. Moreover, it enables people to instantly recognize a brand, and elicits emotions associated with it.

Target audience. You should know your target audience. You can learn about your target through research and data analysis. Your website will be more successful if you use colors that appeal to your target consumers. The colors you choose should represent your brand and the emotions that you want to convey to your consumers.

Trend. Although it is essential to use the colors that reflect your brand, it is likewise vital to consider color trends. The designer should be well aware of what colors will become dominant so that your website will appear progressive and new.

Emotional touch. The tint/tone, shade, and brightness of color can affect the emotion. There are warm colors such as yellow, orange, and red that evoke the feeling of energy, optimism, and happiness. Cool colors are soothing and calming (but can represent sadness). Examples are purple, blue, and green. Happy colors are lighter and brighter, such as the various warm colors and pastels. These cheerful colors are also energizing.

Balance. To achieve a balance, the designer will think about color harmonies. When deciding the color palette for your site, start with the most dominant color, then begin to layer the color palette. The darker colors are first to be seen, and they carry more visual weight. Afterward, choose the lighter complementary colors.

Choosing the colors for your website does not involve selecting the colors you like. Instead, you should pick the colors that will strengthen the branding of your business and your site. Some colors work well individually but will not work well when combined with other colors. As colors are potent tools, ensure that you take the time to choose them carefully, considering all important aspects.