Web Design Basics: Understanding the Importance of Color Combinations

Powerful Digital Solutions Web Design

How much of an impact do you think color could have on your website’s success rate?

These days, companies investing in a new website will often focus on things like ease of use, loading speeds, and even website copy. However, if you don’t get the colors on your digital pages right, the rest of your strategy will begin to suffer.

Did you know that for 93% of people, colors are the number one influencing factor in all purchases? That’s why professional designers will always consider things like color harmony and color psychology before they commit to a particular aesthetic for any project.

What is Color Theory?

The impact that color has on web design processes comes back to a concept in design called color theory. On the average color wheel, you’ll find three groups of colors – tertiary colors, secondary colors, and primary colors. The primary colors are the simplest shades that aren’t created by mixing other color combinations. For instance, red, yellow and blue are all primary colors.

When you mix primary colors, you create new shades known as secondary colors. Finally, tertiary colors are what happens when you blend two secondary shades together.

The way that you combine these different components of the color wheel in your website dictates not only how attractive that site is, but also the emotional impact that it has on your target audience.

According to the rule of color theory, people respond emotionally to different colors. For instance, within 90 seconds of viewing a product, people make a subconscious judgment about what they’re seeing. Up to 90% of their evaluation is based on the colors in the items.

Color Psychology in Web Design

Companies that understand the basics of color psychology can alter their design strategies to encourage certain behaviors from their buyers. For instance, a red call to action button is 21% more likely to drive a sale than a green button. This is perhaps because we associate the color red with boldness and urgency.

On the other hand, shades of blue are more likely to make your customers feel at ease with your brand and trust what you’re selling. Most people associate blue with feelings of security and reliability. That may be why blue is the preferred color of men and women around the world.

Every color seems to have its own connotations – although the words that people associate with certain shades can change depending on where you are in the world. For instance, people in the East see white as a color of mourning. On the other hand, people in the West often associate white with ideas of purity and modernism.

Remember, Always Consider Your Audience First

Because different people respond to specific colors in different ways, it’s always essential to make sure that you understand your audience before you begin to design your website. Start by answering the following questions:

  • What’s the primary gender of my target audience?
  • How old are the people I’m trying to sell my products/services too?
  • Which locations in the world do I want to appeal to?

Each of these questions will help you to make crucial decisions about how to use color theory in your design strategy. According to Avasam, you definitely want to use the right colors for your brand.

For guidance on how to make the most of color combinations in website design, check out the following infographic …

(Infographic created by Design Wizard)

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