Choosing a colour theme for a website is a common problem for businesses.
Balancing the need to grab attention in the online marketplace, while also speaking directly to their audience, can be a daunting task.
Don’t panic, though!
Simply read on to learn more about how this is done in our handy guide.
The importance of colour blending
A survey conducted for the Seoul International Colour Expo returned some interesting results. Around 85% of survey respondents said they believed colour was one of the main factors when choosing and purchasing products.
This is backed up by findings from the CCICOLOR Institute for Colour Research, who said that between 62% and 90% of the subconscious assessment of a product in the first 90 seconds is based on colour alone.
Colour is certainly important for your website, but let’s not get too anxious and stressed about this. Colour is supposed to be fun, exciting and engaging after all.
As long as you adopt a considered and science-based approach when you choose a colour theme for your website, you are on course for a successful array of shades and hues that are going to engage your customers.
How to choose the right colour theme for your website
Choosing the right colour theme depends on a few different factors. Read on to learn more about how to make the best choice for your brand, your products, and, of course, your audience.
1. Know the emotional impact of colour
Different colours carry different emotional resonances. For example, shades such as reds, oranges and yellows are generally considered to be warm colours, and these may be used to project a feeling of fun, vibrancy and excitement.
Red, in particular, is associated with excitement and strength, while orange may elicit associations with confidence and bravery.
These warmer coolers could be suitable for companies selling children’s toys or adventure holiday experiences.
Blues, greens and violets, on the other hand, are cooler colours. These might be used to present an image of calm and professionalism.
For example, blue is linked to trust and loyalty and may be used by law firms or legal services providers, while green may symbolise nature and healing and be better suited to businesses in the field of healthcare.
Understanding the psychology and emotional impact of colour will help you match the right shade to your brand and products.
2. Consider localisation
It’s important to remember that different countries and cultures attach different meanings to colours.
As noted above, red might elicit feelings of excitement and strength in Australia, but it is associated with danger and even evil in the Middle East.
Another example is green. This is almost always a symbol of nature and the environment, but in some North African countries, it is associated with corruption.
If you adopt an international focus for your website, this is worth bearing in mind.
3. Know your niche and target persona
You need to know who you are trying to target and adjust your colour focus accordingly.
If you are aiming your website at children, it makes sense to use a collection of bright, engaging colours that elicit joy and excitement in your young audience.
If you are selling products to an older audience, you may need to temper this colourful approach a little. The colours still need to be engaging, but tone down the contrasts and avoid colours that are too bright and garish.
If you are selling high-level or high-stakes products, such as life insurance or a managed security service, you need to focus on colour schemes that provide feelings of trust and reliability.
4. Separate your personal colour preferences
If you are creating a brand based on a product that is very personal to you, you may want to incorporate your favourite colour into the theme to achieve that connection, but this should not be the main focus of your colour strategy.
Instead, separate your own personal preferences from the science of colour psychology and from best practices in your niche.
Research your industry, find out what colours your customers are engaging with, and put these colours to work.
5. Get the balance right
Remember that your website is not simply a colour palette with lots of striking images and combinations of different shades. First and foremost, it is a website — a tool for the communication of information.
Whenever you add colour to your website, make sure that it is not obscuring your message. The text should still be highly readable and easy for your readers to process.
The colours you select, along with the designs, should support this. They should not get in the way.