Of course, people respond to colors in different ways, depending on their cultural background and personal inclinations, and this equation becomes even more indefinite when you take into account the various combinations and usages of color in any application. Color psychology is a complicated topic, and there is no perfect formula for any site's color palette. However, that doesn't mean that there are no conclusions to be drawn from color theory and how it works on consumers' perceptions. According to a recent report, brand recognition—and therefore consumer trust—is increased by about 80% when a company uses the right colors. So not only can color influence the more subtle aspects if viewers' perceptions, it also directly contributes to scalable impressions.
Each Color Has Different Associations
Red
Of associated with love, boldness and strength, or even aggression, red is a powerful color that shouldn't be used in large amounts. In smaller applications, it adds energy to a design and pulls the eye towards it, making it an ideal color for important notifications.
Yellow is similarly eye-catching, but it has a less mixed connotation, giving an almost exclusive impression of sunny cheerfulness. Again, it's such a bright color that too much of it can be overwhelming, but small hits of it in a design will help direct the eye and add a sense of positivity and warmth.
Blue
One of the most universally popular colors, blue evokes both soothing and dependable sensations. Because of these connotations, it's a great choice for larger fields of color. However, this color needs to be tempered with warmer hues; an all-blue website looks chilly and remote.
Green
Often associated with nature, green is all about freshness, youth, and originality. As such, it works perfectly for sites that focus on natural or innovative products.
Purple and Pink
As luxurious, soothing, and feminine shades, purple and pink are good choices for sites that cater to women, but should usually be avoided for anything meant to look masculine.
Orange
Orange combines the qualities of energy and cheer that are found in red and yellow, but it's even more intolerable in large doses than those related colors. As an accent, orange is a great choice for making a site feel creative, edgy, and youthful.
Black
Black can come off as sleek and powerful, or sober and calm. It usually imparts a sense of elegance and restraint in web design, and can be used to great effect in a sophisticated look.
eCommerce Sites With the Meaningful Color Themes
Simple Themes
Webstores that use predominantly one color can be fairly certain that the effect of that color is coming across quite clearly. For example, take Amazon Webstore's Partners, Samsonite and Amoretti. With its principally blue and grey tones, Samsonite is clearly aiming for a dependable and businesslike effect; the perfect color choice for a product that also aims to share these characteristics. Amoretti, on the other hand, has products that are all about luxurious femininity, so the rich pink tones in its imagery are the perfect complement to its message.
Complex Themes
Although all of these colors have fairly clear associations when considered individually, their effect is modified when combined into palettes. Take the Sanctuary T Shop website, which uses a wide array of warm tones in its design. For this type of design, you can't pinpoint one color, but rather you have to take into account the entire amalgamation. The predominantly red, orange, brown, and yellow palette combines elements of the eye-catching energy of red and orange, the cheerfulness of yellow, and the soothing warmth of brown. It's a harmonious blend, and a great choice for this purveyor of fine teas.
Tools for Finding the Right Palette
As you can see from the previous examples, all the subtle variations of shade and tone can make quite a difference in your color palette. So, once you've decided on a general direction and a couple of base colors, it's important to hone your selections to get the most harmonious and appealing combinations.Tools for Finding the Right Palette
Color Explorer
In order to make these selections, try using a site like Color Explorer to investigate previously made palettes as well as creating your own. There are also a variety of other tools you can use to help you in this task. Their color library database will help you match the shades you've made with standardized Pantone or web-safe variations, while their Color Matching tool allows you to take advantage of color theory-based algorithms that will automatically generate a selection of palettes based on such acknowledged principles as the Complementary or Triadic color systems.
Shutterstock Color Spectrum
If you're looking for imagery to match your new color palette, you might have difficulty finding the right photos. This is where Shutterstock Spectrum comes in; by searching through its library by color and keyword, you're sure to find an image that perfectly matches your palette. Great color choices are one of the key components of a beautiful website. But color palettes can be more than just the finishing touch on an aesthetically appealing design. With the right choices, your palette can set the mood, direct the eye, motivate feelings and reactions, and much more.
Authors Bio
Rob Toledo is a Seattleite who matches the usual stereotypes. Loves coffee, the rain, and prefers dogs to cats. When not rambling about marketing and web design, he can be found in the mountains either climbing or hiking.
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