When it comes to web design, color remains one of, if not the most, powerful tools. After all, not only can it be used in attracting the attention of the target audience, but it can also keep them better engaged. The right color choice could even have the same level of influence on visitor interpretation as copywriting and layout do. In this post, we’ll discuss how it impacts the customers’ experience and how to leverage it so you can optimize results. Keep reading if you want to know more.
Importance of color in website design
Having an online presence is crucial to the success of any entrepreneurial venture in today’s digital age, and for many, it means having an attractive and functional website. Color plays a critical role in the visual aspect of an online domain because it can create ideas, spark interest, express messages, and stir up emotions to encourage people to perform specific actions, whether it’s subscribing to a newsletter or committing to a purchase.
Color can also be used to promote inclusivity through accessibility. These days, the need to craft experiences for everyone — including but not necessarily limited to those with auditory, cognitive, physical, or speech disabilities — isn’t just an ethical approach, but also a legal one. Failure to comply with WCAG and ADA guidelines can lead to more than just a few missed opportunities for sales. This is why pieces of tech like an accessibility widget and overlay have become essential in enhancing a web page’s accessibility.
How to use color in web design
Now that you understand the weight of color in web design, the next step is to use the right combinations intentionally to evoke emotion and meaning on both conscious and subconscious levels. It can be an effective communication tool and help create brand exposure and visibility when strategically used. With that said, here are some tips on the proper selection and use of color.
- Consider the cultural context. On the individual level, colors will have various meanings. However, they can also have cultural significance. For instance, red could signify danger or urgency for western cultures. However, it can also represent luck in other cultures, like China or India. As illustrated by this example, context should be considered in selecting colors. Brands that target global markets will want to steer clear of those that have profound significance in culture, while those that cater to a specific geographic location can use it to significant effect.
- Familiarize yourself with color theory. The fundamental principle governing the creation of harmonious combinations of color is called color theory. And if you want to find ways to make colors work for you, you must familiarize yourself with them. The good news is that it’s not as complicated as it sounds; there are resources like color wheels available online that you can use.
- Leverage color psychology. As its name suggests, color psychology refers to how colors influence behaviors, feelings, and emotions. While it’s subjective, it can be used to influence or encourage customers who go to your site in positive and meaningful ways and is worth learning.
Color has a much greater impact on customer experience than people realize. They can draw them in as much as they can turn people off. So make sure that you carefully consider the colors you use for your website. It will make a difference.