Whether we realize it or not, colors have the power to evoke certain emotions. That is why designers use certain colors for certain projects. So whether you’re launching a brand new website, looking to rebrand, or just after some insider tips; you’ve come to the right place.
We all know that there is a certain psychology behind different colors, and that in different cultures they symbolizes different things. The same is said for those used in website design.
Color is one of the most powerful elements of your design. Before usability, before interface and content, and even before great products; people will probably see and feel your color scheme. And though not entirely universal in the meanings, it can have a huge impact.
Let’s take a look at some of the main primary and secondary colors. What do they mean to Western web users, and what message are you putting across.
The Color Red in Web Design.
Red has multiple meanings. It can represent danger, anger, or romance. It is a high energy color that reflects urgency, which is often why it is used to symbolize sales and mark downs. It is bold, brash, and catches the eye.
The Color Orange in Web Design.
Orange is another color that can evoke different emotions depending on how it is used. It can be an energetic color, symbolize happiness, or even vitality. Orange is often used to create a ‘Buy it Now’ call to action.
The Color Yellow in Web Design.
Youthful and optimistic, yellow is a color that sometimes doesn’t translate very well on the web. But vibrant tones of this color can make your ecommerce store look fresh and grab your audiences’ attention. The negative connotation of yellow in ecommerce design is that it can sometimes be seen as a deceitful color.
The Color Green in Web Design.
Green is a color with so many connotations, especially in web design. It can symbolize nature when used for beauty products, or can be a symbol of wealth. It is one of the easiest colors for the eye to process that makes it surprising that it is not used more often.
The Color Blue in Web Design.
Calm and cool, shades of blue are often used to create a sensation of trust and brand loyalty. Many businesses and banks, for example, use blue in their web design. In terms of ecommerce, trust is a certainly important; especially as customers are handing over card details.
The Color Purple in Web Design.
Shades of purple are used to reflect different things in design. Purple is often associated with royalty and affluence, so is used by ecommerce stores to look more ‘high brow’. It is also used in the world of retail and beauty to soothe and calm, which is often why it is featured on anti-aging products.
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The Color Pink in Web Design.
Youthful, fun, and exciting; pink can symbolize a whole host of emotions. It is often used in ecommerce stores aimed at young women and mothers. It is romantic and feminine so has a very clear target market in mind.
The Color White in Web Design.
On to the neural colors now, and white is an interesting choice for an ecommerce store. It reflects purity and cleanliness. Designers talk of using ‘white space’ to enhance their work. This color is fresh, open, and inviting, making it a great choice for an ecommerce website.
The Color Black in Web Design.
Much like red, black can symbolize a number of things – especially in an ecommerce store. It is often seen as a powerful, strong color; one that is used for luxury products. But on the negative side it can seem void of emotion and even symbolize death. This is perhaps a color you should be using sparingly on your store.
The Color Grey in Web Design.
Grey is a neutral color, and one that can seem conservative and formal. Sleek ecommerce stores use this color to show their authority and reflect the high quality of their products. It is mainly used as a background color because it is devoid of any warmth.
The Color Brown in Web Design.
Dependable, natural and stable; brown is a color that divides designers. Some see it as a dull color to be avoided while others will capitalize on the fact it can portray an ecommerce store as wholesome and reliable.
Final Points
It is surprising how each color can mean something different depending on its context. And that is the important thing to remember.
Your website will say different things to different people. How you use the colors, and how you pair them can speak volumes about your company and your products. So next time you visit a website, take a look at its color scheme and see what it’s trying to tell you.
