Westways Updates

The importance of colour in website design

Got a great website design but wondering why you're struggling to engage and convert? It could be as simple as the colours.

Colour psychology is something that can be underestimated or even neglected altogether - but understanding its importance can be the key to a successful website.

In fact, some studies have shown that when it comes to snap judgements, 90% of them can be based on colour alone.

So at the very least, a basic understanding of how colours can affect emotions is important. Red promotes energy and excitement; yellow is bright and optimistic; blue represents calm and trustworthiness; white can invoke peace and purity; grey is for maturity and reliability; black can stand for luxury - and it goes on.

Making the right choice for your colour palette, therefore, is about ideally matching your website to the target market, and generating the psychological response you are seeking. Whether your target audience is predominantly children, teenagers, men, women, the elderly or a mix of everyone is therefore important, as different colours appeal to different demographics.

So when it comes to choosing your website colours, here are some tips to consider:

1. Use a natural palette

Websites should engage, but they shouldn't necessarily stun. A natural palette can invoke the emotional response you are seeking without becoming overwhelming.

2. Use contrast

The basic colour palette is crucial, but so too is the contrast. There's no point getting the colours right if the text is hard to read on top of the background, or if there are confusing colour clashes.

3. Be consistent

Again, you can know everything about colour psychology but still overwhelm the audience by overdoing it. So choose an average of three main colours only and then be consistent in your application of them. Colour harmony means that, no matter what your emotional intention is, looking at your site will at least be pleasant and not stressful, and create the impression of professionalism.

4. Consider the vision impaired

Don't forget that about 5% of people are colour blind, and one in 10 are vision impaired in some way, so make sure your colour selections work for them as well.

5. Don't forget white space

Colour is great, but it also has to be used effectively. Using plenty of clever white space will give your key colours more impact rather than less.

Keep in mind if you are struggling to come to a decision on your colour palette your branding may need some fine tuning too. If you would like advice on any of these topics contact us.