Your website’s colors can have an affect on the success of your website. Immediately you may be thinking about the aesthetics of a site; poor color combinations can make the site look unprofessional and even make the content hard to read. This is very true, however, it goes a little bit deeper than that. Color not only affects the way your website looks, it also assists with visual hierarchy, impacts behaviors and colors evoke certain feelings due to cultural associations.
The color combinations you choose will impact the user’s experience. Contrasting colors help with visual hierarchy because it allows some elements to stand out more and attract attention. For example, a green button on an all white background will stand out amongst a few lines of text. This tells us that color can be used to direct a visitor’s attention to certain information and assist in guiding them through your website.
Different colors can invoke different emotions. Going back to the example of the green button, green creates a sense of safety, nature, growth, hope, encouragement and it means go. So not only is the button going to attract attention, it will motivate users to actually click it. The colors you choose should not only match your brand, but it should also create the feeling that you want users to experience when they visit your website. If you want them to feel a sense of professionalism, wisdom and trustworthiness you can incorporate the color blue. Of course, this may differ from one industry to another and one culture to another, so it’s best to do a little research on color psychology and know who your website will cater to.
It is important to maintain consistency in your branding, so it is a good idea to incorporate your brand colors in your website. However, you have to have the right balance of colors and combinations. This is something that needs to be considered during brand development and prior to website design, but even if you have already established your brand colors, there needs to be a good balance on your website for the best user experience possible. For example, if your brand colors are pink and green, it would be a poor decision to make everything on the site pink and green. Instead, you could have a solid white background and utilize the brand colors to highlight sections and call to actions. This helps to ensure that your content remains legible, the design looks professional, and visual hierarchy and brand awareness is established.
Color impacts the user’s experience on your website which in turn, affects their feelings and behaviors on your site. It affects legibility and how easily they are able to absorb the content, to find specific information, their perception of your business, their ability to recognize your brand and color encourages conversion. So, take some time to research and choose your colors wisely. A good color scheme will improve the effectiveness of your website and can help boost your conversion rate.
Stephanie
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stephanie@smaysdesigns.com
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