While designing a website or an app, a significant amount of time is spent by designers in deciding a color palette for the layout. A wrong color combination can repel users or give them a wrong perception about the company. In our experience, we have seen so many instances where color was given more importance than what was explicitly stated in words.
Physiologically as well as psychologically, color is perceived faster than written content. Color is what will be first perceived when a user opens up your website or app. It can serve as the very first impression that the user will get about your business. People associate qualities to a product, subconsciously, based on its color. As a company that values design, we cannot afford to neglect the color scheme. It is an essential part which can make or break a user interface.
This article will serve as a primer on how even you can select the most appropriate colors for your products, based on their perception.
The color green signifies safety, permission, eco-friendliness, social causes, growth, freshness, and life.
You will frequently see a lot of organizations based on preservation, social causes, and life enrichment use green as their primary color.
The color red signifies caution, lack of permission, error, boldness, danger, aggressiveness, and passion.Bright shades of red also act as attention grabbers which can be used in elements to guide a viewer's attention.
We recently made a landing page and website for an event management company. The kind of events our client is into, he required a a bold and rebellious looking website. Here's what we came up with-
Notice how we've used a combination of red, black and white to create loud visuals.
Shades of blue can signify intelligence, dependability and reliability, calmness, coolness and trust. A lot of corporate and technology brands use this color since it signifies knowledge and intellect. You will also come across this color practically throughout the entire medical services sector because of the trust and reliability it conveys.
Black is a sombre, assertive and and bold color. Based on how it is used in different elements, it can signify power, luxury, sophistication and elegance.
Many luxury brands use black as their primary or secondary color to emphasize these traits.
Orange and shades of orange gives people a warm, fresh and citrusy feeling, just like the fruit. It symbolizes youth, vitality and has an energetic and happy vibe to it.
Yellow is a bright and playful color. It's used for templates that want to portray themselves as logical, rational, speedy, economical, and optimistic.
A lot of logistics services and companies which want to convey speed of service and efficiency, use yellow as their primary color.
The color purple is not very commonly used since users attribute it very specifically to royalty, elitism and celebration.
The most common example of this is Cadbury, a brand which markets its products as the perfect gifts for festive occasions or during celebration.
Purple also appeals to children and is used by many toy and candy brands.
Lighter shades of Red / Pink:
Pink is a feminine color. It is most commonly used for brands catering to girls and women. It signifies feminine traits like beauty, grace, gentleness and sweetness. A lot of brands selling sugary stuff like desserts and candy have a pink theme.
The color grey has a kind of earthiness to it. When used with green, it can send a nature-friendly tone to a viewer.
Different shades of grey can be used to portray different qualities. Some can be used with white and silver to put forth a techie, elite feeling and create a sophisticated ambiance.
Here's an example of our own company website's product pages where we've used light grey and white elements to create that feel.
Grey can also be used to accentutate other colors. Darker shades of grey are used for fonts since completely black font creates high contrast on white backgrounds. Using a shade of grey for font instead of black can make it look more subtle and easy to look at. This blog is an example of that.
Negative space/ Whitespace:
Whitespace or negative space is the free space between different elements in a layout or composition. Having negative space or empty white space on a website can have a relaxing effect and make the space look simple and clutter-free. A lot of whitespace makes the design feel minimal and elegant.
Using whitespace in the right amounts, it is possible to guide the viewer's attention to important elements. Look how Google does it. Just a search bar in the centre of the page, because when a user visits Google, there's just a single intention. Search.
It can also emphasize the non-white elements and make them more evident and appealing. Generous use of whitespace can create a feeling of eliteness and sophistication when combined with appropriate typography and photography. This is usually seen in websites selling designer apparel, luxury goods and cosmetics who want to convey a feeling of richness and exclusivity to the viewer.
Recently, we made a website for one of our clients who has an international jewellery business. We implemented these principles in our work, to create a beautiful, elegant layout where the focus is on the jewelery.
In a later post, we'll cover some examples of great web-design when it comes to color and we'll also cover some bad examples where the color and content do not match.