WEB DESIGN RESOURCES

The Psychology of Colour in Web Design

Colour has the ultimate power to reflect, influence, and drive emotion. And the same can be said for your website.

It’s a good idea here to think about your own business, and what your mission is. Then, you can begin to think about how you can optimise intelligent design to pursue your brand voice – how you ultimately want to be perceived.

What kind of colours do you think cake businesses, parties, and catering services might favour? And what about funeral directors?

You could be running a healthcare clinic, medical centre, or a dental practice. What was the first colour that came to mind as you read that sentence? Was it green? Or was it blue?

And what about financial services – industries like accountancy and insurance? Would hot pink be suitable here? Would you expect to see bright purple on a leading law firm’s website?

Clearly, colour has a huge ability to contribute to your brand perception. It can make or break how you are viewed online. Getting it right requires a bit of thinking time, and shouldn’t be a decision that’s left to the very last possible minute.

When we think of big, multi-national brands such as Coca-Cola, McDonald’s, and Apple, we immediately associate them with values and attitudes – the things that come to our minds the very second with think of them. And how you think of the company is, in effect, a process controlled chiefly by that company itself.

All three of these companies do their branding incredibly well, and use colour to reflect and promote their external brand values held by the public. To take Apple for example, we usually associate this brand with innovation, luxury, and modern technology.
Most of you will remember that Apple’s logo was actually a joyful rainbow. However, in reflecting Apple’s drive for transparency, purity, and sleek design, you’ll find whites, greys, and chromes everywhere in their modern-day marketing. The result? A brand that’s able to make a big impact in a sophisticated way.

Take a look at some of the colours we’ve included in our infographic. An interesting choice is always orange, but it’s a choice that can work incredibly well when used appropriately. Orange communicates values that are fun, vibrant, and friendly. You’ll find oranges in juice brands, party businesses, and confectionaries.

It’s not always a first choice, possibly owing to the fact that many businesses fear they won’t be taken seriously. But if you want your branding to be fun and engaging, this colour should be high on your list.

Colour psychology means communicating your business’ mission through emotion. How will you use it?

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