One of the key roles in the success of the site plays the color scheme. Color directly affects the perception of the site by visitors: it can inspire confidence and encourage purchase, but it can also push away. The fact is that in our case the adage “to meet clothes ...” is fair, as users do not trust resources with poor design.
Getting to the main page of the site, a person needs only a couple of seconds to decide for himself whether to leave the page or continue studying the resource. Competently made design and correct color design is an increase in conversion and simplification of attracting potential customers. Therefore, let's look at the principles of the correct selection of shades, and on what the choice of the color palette is based.
What color should my site be?
What exactly you can not do when choosing a color, so it is guided by their own preferences. Focus on the fact that the site is created for users, not for you, regardless of its focus: eCommerce, information, business card, etc. In the matter of color choice, it is necessary to understand its manipulative abilities (psychological influence on the user's consciousness / subconsciousness) and, having such knowledge, use them to achieve the goals set. Consider the three aspects on which the choice is based.
- Form style. If your product already has its own logo / corporate identity, recognizable among the masses, or it is already at the development stage - it is recommended to design the site using appropriate colors. However, it is necessary to take into account how harmoniously the chosen colors are combined between each other and which picture will form as a whole. Sometimes, the colors used in the logo can be replaced with shades close in tonality, “playing” with contrast, hardness and other parameters.
- Concept / theme. Color design should logically continue / complement the theme of the site, reflect the product / service promoted. For example, a website for the sale of different varieties of coffee is often made in shades of brown, and the thematic resources on healthy nutrition take the green color as the basis.
The target audience. What contingent of visitors is your site designed for? Men positively perceive neutral and muted shades. Women come to taste smooth and delicate combinations of pastel colors in the design. And, of course, children are attracted to juicy, bright and catchy images.
Features of color perception
It should be remembered that perception is not constant and depends on a number of short-term and permanent factors: place of residence, cultural characteristics, religion, emotional state and mood, age, gender. But there are also a number of standard associations for most people who are provoked by different colors.
Red. Often it is tension, aggression, passion or love. Provokes a sense of anxiety, threat, focuses on attention. Great for drawing attention to a specific functional element of the resource (advertising, order button, etc.). It is not recommended to abuse this color, because in view of high expressiveness and saturation, it can “play to the detriment”.
Orange. Like citrus fruits that contain many vitamins to maintain tone and energy, this color exudes bright and positive emotions, causes associations with positive, constant movement, friendliness and tireless youth. Suitable for sites whose target audience is young people. It is also often used in the design of accents (competent design using additional shades will allow users to focus on the elements you need).
Yellow. Warm joy, happiness, childhood memories, life energy. This color is suitable both for children's themes and for promoting their own business ideas at the expense of universality. On the one hand - solidity, credibility, status; on the other - cheerfulness, energy.
Green. Associated with several topics at once: finance, health, ecology, nature, improvement or security. This multitasking color allows you to combine it with different shades in favor of a particular message.
Blue. Pacification, calm, reliability, stability and confidence. This color will allow you to gain the trust of the user, leaving no doubt about your professionalism. Often used sites that sell jewelry, engaged in floristics or specializing in the design direction.
Violet. An abstract color that touches something mysterious, romantic and mystical. It should rely on the female part of the audience, offering products of a specific subject / exclusive products.
White. It is used as a background that allows the visitor to focus attention on the positions offered by the site. It is mainly used by online stores and corresponds to the current trend of minimalism in design.
The black. The opposite of white is also used as a background. Associated with aesthetics, dominance with notes of tension in a minimalist format. It creates a sense of luxury, but do not abuse the black shades.
How many colors do you need for website design?
Resources that combine all shades and colors of the rainbow are immediately repelled due to the fact that such a color splash does not allow focusing on the desired product / service / search object. Also, with a lack of colors, the site becomes monotonous, which is why the user's perception also does not allow him to concentrate, dispersing his attention (the site’s content begins to be perceived as background). The best option - 3-4 colors, each of which has its own function.
The foundation. This color highlights most of the content of the resource.
Additional. With its help, information of secondary importance is highlighted. Color should be in harmony with the main.
Background. Neutral shade on which the first two colors are placed without affecting the user's concentration.
Accent. The color with which users' attention is drawn to certain functional elements, due to the high contrast relative to the primary color.
There are several services with which you can find ready-made solutions for the design of your site or you can do their own selection. However, it is more expedient to entrust this job to a specialist, operating with skills and experience, rather than with intuition and personal preferences in terms of design. Perhaps your chosen color will “fit” as best as possible into the minds of Central Asia, but without the correct presentation all efforts will be in vain. So do not hesitate, do not save - contact us.