Importance of Color in Your Website
Image Credit: Photo by Daniele Levis Pelusi on Unsplash
Importance of Color
Colors help express ideas, emotions, increase your brand recognition and create a dramatic appeal to your website. Soft colors bring serenity, while bright colors can set a confident and cheerful mood. Colors are a vital part of a great web design, and are a superb marketing tool to bring in viewers which can ultimately be your customer.
This is a two part blog entry that includes the history of color theory, color and marketing, the meaning of behind various colors and color palettes.
“Color is the place where our brain and the universe meet.” – Paul Klee
Color Theory History
First, here’s a little bit of background in how color theory originated. Leon Battista Alberti ( a Renaissance Italian humanist author, artist, architect, poet, priest, linguist, philosopher and cryptographer) and Leonardo da Vinci were the first people to come up with the idea of color theory principles. Later Isaac Newton wrote a book, Opticks in 1704, that analyzed the fundamental nature of light, and also came up with the first color wheel. The color wheel was used to describe complementary colors. From that point on, various color theories was invented. The terms: Achromatic colors, Tints and shades, Split primary colors, Warm vs cool colors, Color Harmony were invented.
Color Theory has three basic categories: the Color wheel, color harmony, and color context.
The modern Color wheel has Tertiary colors (mixing primary and secondary colors together) on the outside and lighter hues of that color in 4 concentric circles.
Image Credit: Proven Winners https://www.provenwinners.com/learn/basic-design-principles-using-color-garden
Color harmony is how the color arrangement is visually pleasing. It should engage the viewer, and have a sense of balance. If it’s out of balance, it will have a negative effect and either over or under-stimulate. Color harmony brings a sense of order and visual interest.
Color context is how one color looks next to another color. This can make a dramatic difference in how a particular color is perceived. This is especially important in setting the mood that you hope to accomplish.
Color in the Marketplace
Later, in 1934, Faber Birren, created his own consulting firm that specialized in color. He became an early consultant in the color marketplace. His clients included du Point and the US Coast Guard. He was the author of Color Psychology and And Therapy. He advised his clients on the psychological effects of color on employee morale, sales, productivity and safety. He found that certain interior colors reduced visual fatigues, and that using bright colors on machinery helped reduce accidents.
He found that red stimulated our nervous system while blue relaxes it. Red and related colors also caused people to overestimate the passage of time while cooler colors like green and blue were the reverse.
Nature always wears the colors of the spirit. – Ralph Waldo Emerson
Color and Marketing
Do certain colors make you feel excited and confident? Or maybe bring you comfort and serenity? Different colors bring powerful psychological effects on people’s sentiments and choices. That’s why it’s extremely important to select colors that will drive an emotion to your viewers with your company’s branding. A poor choice of color or too many colors can ruin the reaction that you hope to accomplish with your color palette.
Branding is defined as a name, logo and or design scheme that is associated with a business’ product or service. It needs to be unique in nature, and eye catching. The name can include a phrase and one or more symbols. The design of the container can also make the product more appealing, like the shape of the Coke bottle. On a website, the color scheme and logo are important in the branding of the product or service.
Importance of Color, Part 2
Part 2 will cover logos, what colors mean, color scheme and color palette.