Many people tend to have tons of questions about website color schemes. Why is a website’s color palette so important? Does choosing website color impact sales? Does my small business website need a certain type of color palette to stand out? In reality, certain colors can make your website more in line with your brand, they can encourage certain emotions or behaviors from your visitors, and they can even help boost loyalty and driver conversions. So, how can you determine the right color choice for your business? Here, we’ll discuss some of the best color palettes for website design and the ins and outs of choosing a color scheme for your brand.
What is a Website Color Scheme?
When you create a website, you probably do so with at least one primary color in mind. Maybe it’s the color of your logo or company banner, but what about everything else? Effective color theory is when your website uses a combination of hues and colors across your headers, pages, text, buttons, and even photos. All of these come together to make a website have a certain look and feel. So, essentially, your goal is to choose colors on the color wheel that complement each other and make an impact on those who find themselves on your page.
Why is Choosing a Website Color Palette so Important?
If you don’t want your site filled with a bunch of white space or dominated by one color, you need some type of modern color palette. Otherwise, your website visitors are likely to land on your site and leave. Some to incorporate consistent color throughout the design include:
Brand Consistency — choosing a color scheme is an excellent way to represent your brand’s visual identity and reinforce brand recognition.
User Experience — colors can create a sense of emotional response that influences behavior, such as taking specific actions, making a purchase, or signing up for a newsletter.
First Impressions — an eye-catching color palette can create a positive first impression on visitors, making them more likely to engage with your site.
Conversions and Loyalty — certain colors can foster trust, loyalty, and confidence in your audience, ultimately leading to higher conversion rates and customer loyalty.
What is Color Theory?
Color theory is a fundamental concept in design that explores the relationships between colors and their effects on the human psyche. It involves understanding the color wheel, color harmony, and the psychological impact of different colors. By applying color theory, you can create a website that communicates your intended message and elicits the desired emotional responses from your audience.
Color Psychology in Website Design
There are three different color categories on the color wheel: primary colors, secondary colors, and tertiary colors. The primary colors are red, yellow, and blue. Secondary colors are combinations of more than one color alone, such as purple (red and blue), green (blue and yellow), and orange (red and yellow). Tertiary colors are when you combine primary colors with secondary colors to create additional ones, such as combining blue and green to create a unique blue-green tone. From there, you can add black or white to create different shades or tints. Selecting a combination of specific colors is used to create a website that draws your visitors in.
Using color allows you to influence your visitor’s mood, but what accent color or complementary color goes best with your design? Consider some of the common colors and what they mean, according to psychology:
Different Shades of Blue Colors: (deep blue, royal blue, dark blue, and other shades of blue): trust, reliability, peace, competence, logic, calm.
Red Colors: danger, excitement, passion, power, love
Yellow Colors: optimism, friendliness, creativity, happiness
Green Colors (including teal): the color green often translates to health, prosperity, nature, abundance
Orange and Light Orange: warmth, playfulness, freedom, fun
Purple: mystery, loyalty, creativity, sophistication, luxury
Pink Colors: sincerity, warmth, gentleness, nurturing
Black: power, depression, control, elegance
Brown: nature, security, support, protection
White: cleanliness, purity, peace, clarity
Choosing a color like black may seem like a great idea for a company trying to break through a competitive industry, but it can come with some struggles. When you opt for dark blue backgrounds or black backgrounds, just make sure you have a bold feature color or a bright accent color to counterbalance the darkness. You can use a color palette generator to help you see what your options are based on the dominant color you choose.
Best Website Color Schemes to Consider
Some different options to help you create color trends that appeal to your brand include:
Monochromatic Colors: these are based on a single color that’s paired with various shades or tints of the same one. You can use a color picker tool to help you create the palette based on the color of your choice.
Pastel Colors: pastel themes are light and airy and use different colors in their pastel forms. These are often good for younger audiences and keep the design easy to look at.
Complementary Colors: choosing colors that are opposite from one another for your website allows for a high-contrast, attention-grabbing page.
Analogous Colors: this palette consists of colors next to each other in the color wheel. Choose your first color, then move around the wheel to create a visually pleasing and harmonious effect.
Triad Simple Colors: this custom color palette involves choosing three colors that are evenly spaced on the wheel (forming a triangle). While it can sometimes seem noisy, when used correctly, the color scheme gives an effective touch to artistic sites.
Strong Background Color: some websites prefer a strong, attention-grabbing color for the background. This can make pops of color seem more effective, but text on a dark background can be risky.
Choosing the Right Color Palette for Your Website: Tips and Examples
The right website color scheme can be difficult to determine, but there are plenty of available tips to help you find the perfect color. Some tips for choosing your web color include the following:
Consider Your Brand: Start by aligning your color palette with your brand’s existing colors and visual identity.
Know Your Audience: Understand the preferences and demographics of your target audience to choose colors that resonate with them.
Test and Iterate: Don’t be afraid to experiment and A/B test different color combinations to see what works best for your goals.
Balance and Hierarchy: Use colors to establish a visual hierarchy, ensuring that important elements stand out.
Opt for Minimalist Color: While every color carries certain psychological meaning and impacts, the color scheme is one aspect of your website that needs to have some order. Choose a particular color to revolve around instead of creating chaos with a rainbow of different options.
Create Stunning Websites with the Best Color Palette
If you’re having trouble finding a unique color palette that’s perfect for your web design, contact the professionals at Operation Technology today. Our web designers can help you create beautiful color schemes that complement your branding and give the design elements the attention they deserve. Contact us today to learn more about our web design services or schedule a free consultation.