In the modern day, companies are beginning to realize the huge benefits of having an established online presence. With so many people across the globe having access to the internet, a business without a website is a business that is, quite obviously, not in touch with technology and its current and potential customers. However, as modern web design has evolved, it is now not enough just to have a website. Businesses and individuals are now beginning to touch on the effective psychological benefits of web design and how they can create sites that not only look good, but also subconsciously attract the user to look at specific aspects or focus on certain areas of a site. One of the best tools a web designer can use to do this is by using color effectively.
Using color in a website is something that needs to be fully considered before it is incorporated. The colors that a web designer chooses need to be carried through the entire site to present consistency, and while it is possible to use different colors for different areas of a site, there still needs to be an underlying theme to this. You, as a designer, should be aware that there is a fine line between too little color and too much color. If your site or business has a logo, here is your starting point when considering which colors to use.
Too much color can give off confused messages and will look inconsistent and erratic. In the same light, too little color can make a site look boring and utilitarian. The use of color should closely follow the ethos of the website or the company it portrays. So if your site is meant to be fun and exciting, use colors to highlight this. Bright colors attract the eyes, so it is important to use these colors sparingly and only for certain specific reasons.
Colors can be separated into different hue families. These hue families contain colors that work well together and by avoiding using colors from conflicting families you can increase the effectiveness of the use of color. In many ways it is just like clothes fashion; not many people would wear red and green together, so why use it in a website? There are a few exceptions to this rule that can be considered acceptable, but unless you want to take a bit of a risk or alienate your potential customers or users, bear it in mind.
Your brain has evolved to search for information on areas with white or light backgrounds. For this reason, it is a brave (or possibly pioneering) web designer that fails to remember that simple fact and decides to base content against a colored background. As our eyes automatically look for the lightest area of a site for information, you can easily manipulate web users by forcing them to notice certain areas of a page before they notice others, effectively commanding them in what order they should browse your site.
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