It is important to not underestimate the significance of colour in web design. Different colours can trigger our moods, emotions and behaviours.
The principles of colour in web design
The colours that a business chooses for its web design will naturally influence the way users feel about the company and the brand’s identity. So, as well as looking visually pleasing, you want to choose colours that will create the emotional response you want from potential clients. Therefore, good colour choice in web design is crucial.
Understanding the psychology of colours
Below we have identified some of the basic colours with an overview of the feelings, attitudes and emotions typically associated with each colour. Understanding the psychology of colours will help convey key messages and impact the user’s emotion to your advantage.
Red is particularly associated with passion, energy, vibrancy and excitement. Depending on the shades and the amount of usage, it can also be seen as anger and danger. Red can be used as a powerful accent colour to help draw attention to something such as calls to action.
Crown Office Chambers website uses a range of colours but has a bold accent colour of red. This ties in well with the theme of royalty as their logo and name suggests.
Orange is a vibrant colour, associated with enthusiasm, playfulness, ambition and creativity. However, the brighter shades can become overpowering when used too much.
Another site using a bold accent colour is Bishop & Sewell.
Bishop & Sewell use a bright orange flower on their homepage to suggest enthusiasm and creativity behind their brand.
Yellow is one of the brightest colours. It is energising and evokes feelings of happiness, hope and cheerfulness. Although it is attention-grabbing, the use of too much yellow can make content become difficult to read and is fatiguing to the eye over time. Darker shades of yellow can be seen as more antique and are linked to success and champions.
Green is associated with nature, it has a balancing effect. It symbolises new beginnings, growth, serenity, safety and also jealousy. It is one of the easiest colours for the eye to process.
Blue is non-invasive and is associated with responsibility, strength, reliability and quality. It evokes feelings of calmness but also in some cases, sadness. Lighter shades can be seen as refreshing and darker shades give a very corporate and reliable feel, with high importance.
The Fox Williams website has good use of both green and blue colours in a bold but sophisticated way.
Purple conveys a sense of wisdom, power, prosperity, respect and imagination. Lighter shades such as lavender are more romantic and spring-like. Deeper shades of purple are associated with royalty and sometimes sadness.
Brown is associated with stability, much like the earth. It evokes a sense of reliability, security and dependability. However, it can evoke emotions of loneliness and isolation when overused.
Black is very strong, people associate it with sophistication, authority, strength, elegance, professionalism, intelligence. Too much black may be seen as evil.
2 Bedford Row’s new website features a lot of black implying that they are a strong and professional set of chambers.
White evokes emotions of serenity. It is associated with cleanliness, purity, safety and innocence.
Technically black and white are not colours, they are shades, however, they still function like colours and evoke feelings and responses.
Peace, calmness, harmony. Night, nature, water, subdued, reserved, relaxing, professionalism.
When it comes to web design, choosing the right colours can strengthen your brand’s identity and evoke emotions which can impact your business in a positive way.