Color Basics: Importance of Color Selection in Web Design

Web DesignPeople are naturally attracted to colorful objects. Depending on how color is used, one can influence thinking, cause reactions, and even change actions. This is why, in web design, color is one of the most important elements.

Colors play a central role in creating the identity and brand of an individual or a company. They can also generate a positive impression on visitors, making them stay longer on the site and may entice them to take action. A firm grasp of the basics of color coordination and how to implement it in your website will help your business stand out.

Here are some ways proper color selection can enhance your website’s design:

Highlights the Product or Service Being Sold

When colors complement each other, it can effectively promote the product or service offered on the site. For instance, web designers creating a site for toys or baby clothing should use bright (but appropriate) color schemes to encourage joy and lightness. If the business sells environmental products, then the appropriate colors would be earth tones.

Helps the Site Focus on the Target Audience

Different target markets have varying taste in colors, so the target audience’s color preferences should be taken into account when putting a site’s color scheme together. It is helpful to collect and test data to determine which colors work best together and in relation to a concept. For example, if the target audience were the elderly, the ideal color choices for them would be soft blue, lavender and violet.

Makes Text Easier to Read

Background colors should bring the text of the web page forward and not vie for attention with it. A color scheme to avoid is “vibrating colors” such as red text on green background. It drives away visitors and causes eye fatigue. Use a simple white background for a default black text instead.

These reasons highlight the importance of color selection. Web designers need to give serious thought to this activity as color is one of the first things visitors notice and the last thing they remember.