Our preferences are often based on color. Its influence on our behavior is studied by psychologists and used by marketers and designers. Color is perceived differently between cultures, by different age groups, and by different genders. For example, white is considered the color of innocence in Western cultures, while in Asia it is the color of sorrow. Different people and languages are not the same in their ability to name colors.
Web designers from a Seattle-based studio explain how color combinations are used in graphics to grab our attention, make information attractive, and create a believable impression of a product or company.
The basics of color
The theory aims to advise people on creating a sense of harmony when combining colors. Three basic colors are red, blue and yellow. Their combinations make 3 secondary colors – green, orange and purple. The theory suggests artistic combinations of the hues by placing them on a color wheel and explaining which of them work together.
An effective color scheme can only be created with 2 colors. Matching 3 or 4 different colors is both more complicated and more rewarding. Occasionally, graphic designers rely on a monochromatic color scheme to make a statement.
The color context shows how colors are perceived when placed next to each other. Objects of the same size look different depending on the tone. And a tone changes appearance when placed next to another color.
The colors are divided into warm (those that contain a lot of yellow) and cold (those with a blue undertone). Neutrals are different shades of black and white.
Modern color trends and psychology
We connect colors with emotions and recognize the message that a designer sends us through the combination of tones. The choice of colors creates some expectations for the content.
Natural, earthy, muted tones make us believe that a product is organic. A company with a website designed in green takes care of sustainability. Bright colors will not only cheer us up, but also prepare us for fun content. A traditional dark blue makes us feel calm and secure.
With the development of advertising and marketing, some sounds became heavily associated with different industries or specific brands. The psychology of colors says that turquoise is retained as a tone of lightheartedness. Many western people see it as a symbol of luxury as it was used by Tiffany.
The ideas that shape society come and go. And colors come in and fall out of style.
Color trend predictions are made annually for fashion and interior design purposes, but inevitably affect the world of graphic design.
There are numerous shades of each color. The Panton company started with the idea of coding colors to explain the hues and lists more than 1,000 different tones.
A website color combination speaks clearly about the identity and values of the brand and aims to be aesthetically impressive and trendy at the same time.
Color schemes’ Dos and Don’ts
- Before adopting a color palette, decide what emotions and feelings you want to create with it. Do you want to surprise, impress? Make a viewer feel comfortable and secure? How much drama do you want to deliver? Which audience do you want to address?
- Use a color mood board, pictures, and paintings for inspiration. Look around. An exciting, vibrant color combination could come from the place you least expect.
- Rely on the golden rule that applies to a color mix: let your main tone 60% of the room, the second color – 30%, and the third accent color – 10%.
- To understand what will resonate with your customer, you can check how a color scheme is perceived by a focus group.
- Don’t rely on a trendy color scheme without considering what speaks for a particular brand or organization.
- Don’t make a brand color crucial to a website, consider it.
- Never forego accessibility, visual clarity, and legibility for a color scheme.
There are rules for dealing with color; However, in web design, new color schemes are created every day. Don’t believe someone who says you have to use two colors because they complement each other. Or black out a free space on a website because it’s trending. Working with color is art, and art and beauty cannot be calculated. The eye of a professional designer sees the future artistic effect of a particular color combination. Consult a professional about making the best color decision for your website. Alice Wonder’s designers are happy to advise you on choosing the right color scheme for your website!