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How to choose harmonious colours for your brand and web site

by ANNE DUNNETT on FEBRUARY 25, 2014

Picking the right colours not always easy. Once your branding is complete, it’s quite important for your web site and any other marketing materials to connect and tie into your overall brand in order to strengthen the idea of a unique entity. This will be based on your branding colour palette and being careful with which colours to bring into your website to will enhance it. Choosing the perfect monochromatic palette is significant in order to effectively communicate the message and to create brand awareness. Viewers are psychologically affected by colours. The colour scheme that you use on your web site can invite the visitor to engage further by making a purchase, request for your services or leave after the first few seconds.

Using a natural palette of colors is the best way to create a positive emotional response. Bright and bold colours are quite difficult colours to read, can cause eye fatigue and most viewers will leave the site without knowing why. Bright and bold colours can be effective if they are used to a minimum and for any specials or promotion. Creating a strong contrast between the page’s background and its text is important for readability. A black background and white text is often difficult to read, the best combination is black or grey text on white background making it easy to read.

Using an average of three different colours and a variety of shades and tints is the best way to create brand consistency. Monochromatic harmony is important to create a pleasant experience for the visitors and using them throughout the web site. Keeping in mind of your target audience is crucial as well. People of different ages and gender have different reactions to colours. Making the differentiation between a mature and young audience and then using the appropriate colours for each age group. A younger audience will respond to bolder and more vibrant colours while the more mature ones will react to softer and subtle colours. If you’re audience is women, do not automatically think of using pink, some women may like pink, others may not. Men do not necessarily respond to a masculine colour such as red either. Research has revealed that blue is the favourite colour for 57% of men and 35% of women. So, it can be very general and subjective and sometimes about personal taste.

Everyone responds to colour and by using it with care and thought we can create harmony, build better businesses and achieve success.

 

Pintrest haiku graphic

 

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