What To Consider When Choosing A Colour Palette For A Website?
Once you have decided you require a new website the ball is rolling, and there are many things you need to consider. What are your objectives, which functions are required, content strategy, structure, and design to name a few?
However in this article, we will be looking at design and in particular, colour palettes for websites.
You may already have a colour palette in your head that you would like to use, however you really do need to step away from what you like and look at the bigger picture.
According to Satyendra Singh (Department of Administrative Studies, University of Winnipeg, Winnipeg, Canada), (2006) “Impact of colour on marketing”-
Colour is ubiquitous and is a source of information. People make up their minds within 90 seconds of their initial interactions with either people or products. About 62‐90 per cent of the assessment is based on colours alone. So, prudent use of colours can contribute not only to differentiating products from competitors but also to influencing moods and feelings – positively or negatively – and therefore, to attitude towards certain products. Given that our moods and feelings are unstable and that colours play roles in forming attitude, it is important that managers understand the importance of colours in marketing.
Think about who your target audience is, think about which colours would appeal to that audience.
Colours can also be dictated by the industry for example the colour green tends to be connected with the environment, such as clean energy. Also consider the contrasts, and how easily the colours are distinguishable from each other. The colours you choose will also be used across other marketing channels so consider how the colour looks in print. Always seek opinions on the colours you choose from as many people as you can, or better still work with a professional.
Colours And Their Meanings
Seeing a colour triggers emotions and recognition, but of course, we are all different. Therefore it is very difficult to be exact in evidence on how each person will translate a colour.
Hopefully, the colours and their meanings below will help you to come to a decision about which colours you should be choosing for your website colour palette.
Black And Gray
Black and Gray are widely used within a colour palette for a website, they are neutral and work well with most colours.
Red is recognised by most of us as danger and warning, however, it is also the colour associated with love and passion. Red is used to stimulate, draw someone’s attention, and create urgency and is used by industries such as sport, entertainment, children’s products, and as many of us will acknowledge fire protection.
It is considered that sky blue gives us the impression of trust, wisdom and freedom, therefore it is widely used by hospitals that wish to inspire trust. Light blue is also used widely in a colour palette for Technology and communications. This is why we use light blue in our colour palette at XRF Digital link to XRF Digital Homepage
Again another colour that we use in our colour palette at XRF, the emotion stimulated by dark blue is trust, honesty, loyalty and responsibility. This is why many companies within the security, finance, technology sectors choose this colour.
Brown is often used by industries such as construction and agriculture, in my mind I think of the earth, ploughing and digging for these industries. The emotions associated are reliability, comfort and natural. Brown is supposed to suppress emotions, create warmth and imply common sense.
Orange is a very popular colour palette choice, it is used to give the feeling of fun, draw attention and be fascinating, using the viewer’s emotions of adventure, creativity and optimism.
Similar to orange, but emotions are stronger spontaneity, happiness and positivity. Yellow is often used in the travel and leisure industries, the colour being used to encourage relaxation and energise.
Purple is often associated with religion and humanitarian sectors, the colour is used to inspire, give wisdom and power. Emotions triggered are imagination, compassion, and sensitivity.
Emotions connected with light green are growth, fertility and kindness. Light green is often used within the environment and education sectors.
Dark green is considered safe, stable and reliable, often used by banks, non-profit and environmental sectors.
Pink is very much associated with females and therefore used widely by women’s products, beauty and fashion, it can also be considered immature and playful. Pink is said to communicate energy, fascinate and encourage creativity.
There are many colour palette combinations to choose from, and it can be a bit mind-blowing. But with careful thought, and research you can get the right colour palette for your website.
If you are looking to rebrand or looking to create a new website for a new venture, be sure to get in touch with us at XRF Digital link to the contact page