Choosing Your Website’s Color Palette

When choosing your website’s color palette it’s not enough to pick your favorite colors. Many factors need to be considered before committing to colors that will represent your business and its goals.

Meeting with designer

Although research cannot back up that any specific color evokes the same emotions in everyone due to personal preferences, cultural upbringing, or experiences – studies do show that 90% of quick judgments made about a product or brand are indeed based on color alone.

Also, when it comes to branding, a study called The Interactive Effects of Colors show that there is definitely a correlation between brands and their colors. It all hinges on the “perceived appropriateness of the color being used for the particular brand”. Basically the color you choose must match what you are selling and who you are selling it to.

Consider Your Audience

Considering  your audience when choosing the color palette for your website is of the utmost importance. You don’t want to choose a pink and purple color scheme if you are trying to sell power tools to men and boys. Likewise, you don’t want to choose a color scheme of blue and green if you’re trying to sell women and girls clothing.

In a study by Joe Hallock called Color Assignments, Hallock found that there were definite differences in color preferences between the sexes. Men generally favor the colors blue, green, and black. .

male-fav

Whereas women preferred blue, purple, and green.

female-fav

However, choosing colors is not limited to what sex you are marketing to either. Each color affects people on an emotional level and that needs to be considered when you are directing your brand, product, or service towards a specific demographic.

Blue is known to project the feeling of trust and security, which is why you will see brands such as banks, businesses, personal development coaches, and medical services utilizing blue as their main palette.

Very frequently along with blue, black will be used, which is perceived as powerful, sleek, and luxurious as well as white which is considered to signify purity, new beginnings, and perfection.

For a more in depth description of colors and their meanings click here.

Consider What The Colors Say About You

A personal stylist helping his customer

Equally important to who you are marketing to, is what the colors you choose say about your brand and its products and services.

If you want to project the feeling of warmth, trust, and compassion then you certainly don’t want to use colors like red, orange, or brown. These colors say something completely different.

However, if you want your brand to be about energy, excitement, fun, playfulness, and durability then those colors would be great ones to consider.

Before choosing your color palette you might want to research some of the biggest global brands and ask yourself what feelings their logos, websites, and product packaging elicit from you. Then start thinking about who you are marketing to and what you want them to feel about both your brand and its products and services.

Doing this exercise should bring more clarity as to what colors you should use for your website rather than what colors you want to use. Remember, the purpose of your business is to serve its customers. That means everything you do from the color of your website and logo to the products you create must speak to them, not you.

60-30-10 Rule

Spiral chromatic color wheel of primary colors

So now that you know the importance of choosing a color palette that not only appeals to your organization’s customers but also reflects the feelings and values your brand wants to project you are probably wondering where to go from here.

Once you have an idea of the main colors you want to use for your site, it’s good to have some knowledge of the color wheel and how to compliment those colors.

There is also something called the 60-30-10 rule when choosing the color scheme for your website. This rule is meant to help give balance in a project and create some visual interest.

Think of this rule as a man’s suit. The color of the suit itself is 60% of the outfit. The shirt the man wears with the suit is 30% of the look and the tie that goes with it adds just a little bit more visual interest though it accounts for only 10% of the overall color scheme. This rule works the same no matter whether you’re decorating your home, putting outfits together, or choosing colors for a website.

The 60-30-10 rule states that the main color of your website should cover 60% of your website. This color is best if it’s a neutral color like black or white in order to get a cleaner look for your site.

Next 30% of your color scheme should consist of a color that contrasts with your main color. This helps to create a really pleasing visual contrast for your site.

Lastly, 10% of your color scheme is an accent color. It should complement either your main or contrasting color and give a pop of color.

Start With A Picture

Modern flat with window

In addition to being aware of the color wheel and the 60-30-10 Rule, another great way to design a website is to start with a picture.

If you have a picture that you know you want as your main theme then pull colors from that picture into your website’s color scheme. This will create a homogenized look and feel by creating a theme that is intentional and well-thought out.

Look To Nature

Where the red dirt meets the sea

If you’re still stuck regarding a color theme for your website then looking towards nature is a great way to get unstuck. Are you drawn to sunsets? Mountain scenes? Fields with flowers? Whatever it is that your eye constantly gets attracted to in nature may just hold to the key to your website’s color palette.

You see, nature is outright beautiful and that’s why our eyes are attracted to it. Using color queues from different nature scenes will ultimately provide a beautiful color scheme that is visually attractive every time.

Get Professional Help

Graphic Artist Picking a Color

Lastly, if you’re still stuck when it comes to choosing a color palette for your website there is no shame in getting a professional web designer to help you. As a matter of fact, it’s a really smart thing to do.

Even if you do know exactly what colors to use for your website, a web designer will have the tools and experience to use them efficiently and effectively in order to get the best results for your website.

Remember, your website is being put out to the whole world and it must convey the right message and branding for you and your business. It’s not something you should ever leave to chance.

NetSource Media has a team of experts to help you with all your  website development needs. Give us a call today at (800) 709-3240 or click here to email us to get started.

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