When you visit a website, its safe to say you aren’t thinking about why colours were chosen, or how they designed it. But when you are the person designing a website, these are key considerations.
Every choice ultimately has an overall impact on your brand, and potentially your profit if your website doesn’t make customers complete the required actions… high bounce rates are not what you want to happen on your website!
After all, your website reflects you and your business, so the decisions are important ones, albeit they seem small. At Adventure Digital, we’ve helped many clients build their ideal website. To us, that means that a website not only looks good, but that it acts as a tool to accelerate your business.
Colour connects with people on an emotional level. It can create a positive first impact, and leave a potential customer feeling positive about your brand. Similarly, colours that don’t sit well together, could leave your customer feeling negatively about your brand, and so, go to your competitor – yes, colour really is that powerful.
When designing your website, you must put personal colour preferences aside. This is about your target audience, what they like, and what they don’t will leave them feeling a certain way when they visit your website.
When somebody goes to your website, one of the first things they will see is the colour, and first impressions count.
So what colour options are there, and what do they mean?
Warm colours – Think red, pink, oranges and yellow. They are energetic colours, but if there’s too much of the colour it can look overwhelming and have the opposite effect.
Mixing these colours with neutrals or cooler colours can be complimentary and make the impact a balanced one.
Cool colours – Blues, greens and purples. They are visually calming colours, and often used by corporate businesses. Too much though, and it could leave your website feeling a little cold.
Neutral colours – Browns, black, and greys. These are often used to compliment a chosen accent colour to tone down bright colours and provide the all-important balance.
Of course, looking deeper into the psychology of individual colour and meanings will give you a better idea of which colour scheme will suit your web design, this is just a very brief outline.
The beauty of colour is that it can create feelings that lead to desire, improve conversion rates and build relationships. When the correct colours are used in branding, it can make it easy for a customer to recall your brand and so if they see a certain colour it can trigger a reminder.
Brands that can do this well reap the benefits. Without seeing a logo, some colours are just so powerful that a customer knows the brand… think yellow and red and of course, McDonalds pops into your head. Think white simplicity, you think Apple.
Selecting the main colour of a website is an important task, so how can you do this effectively?
Look at your existing brand to establish the primary colour to use for your website – your brand should be coherent and therefore have similarities across all platforms. It needs to be used consistently.
If you can’t do this, look deeper into colour psychology – How do you want visitors to feel? What colour best describes your brand offering?
From this, you can then select different colours and shades of the primary colour. Some websites use just one colour, but often, it is a popular choice to have variations of the colour to use in different part of the website like buttons, or headings. Think about what areas of the website you want to stand out to do this. For instance, a prominent add to basket button could be a brighter shade of the primary colour to draw attention to it.
And, if you haven’t yet heard of the Adobe Colour Wheel, now is a good time to do so. This tool will help you explore colour possibilities and make your job a little easier!
If you have brand imagery such as photography that you want to use in your website, you could use this to select colours.
Pulling out main colours to use across your pages can look great. For instance, if you’ve taken images in Santorini for a fashion brand, and the background has flowers, you could use the colour shade in your design for headings, or even the primary website colour if it represents the brand well.
Colour brings your brand to life, whilst making sure your website stays connected to your overall brand. It can make customers feel a certain way about you, and lead to higher conversion rates, as well as allowing for recall.
However, it goes without saying that colour is not the only key consideration to be made when constructing your website. If you’d like some advice on building your website, email firstname.lastname@example.org – we’d be more than happy to help you.
So, as I’m sure you are all aware by now, Instagram is testing a new version of the platform whereby ‘likes’ will no longer be shown. Adam Mosseri, the Head of Instagram says the change aims to make the platform a “less pressurised environment” in order to make Instagram feel less “like a competition”.
It’s been two months since I began working for Adventure Digital, and what a two months it’s been! It was always my goal to work in a digital role and to finally be in a position I love is a great feeling.