In branding and web design, colors really matter. Research shows that 90% of purchasing decisions are motivated solely by color perception. Choosing the right website color scheme is what makes it memorable, trustworthy, attractive and profitable. The first impression is essential. Colors send different messages to your visitors, changing the understanding of your website. Follow these steps to create a website color scheme and avoid making design mistakes!
Find your primary color
Chances are you’ve already selected your main color. If you have an existing logo or brand in place, there is likely a main color that dominates the designs. This is the color your brand will be associated with – the main color of your brand.
If you’re a long way from the final decision, do some market research and use sites like Dribbble or Behance to get some inspiration. When you come across a particularly attractive design or image, feel free to use a color picker to enter the hex code and add it to your favorites list. ColorZilla seems to be a popular tool. And if you’re using Chrome as your primary browser, look in the Eye Dropper extension as it’s one of the highest ranked tools on the market.
Decide on the number of colors
Once you have found the primary color, the next step is to decide how many other colors you will add. It is generally recommended to use a combination of three colors. A triadic color scheme, which includes three colors evenly distributed around the color wheel, is a good place to start.
There is also an old designer rule which can be useful when applying your color palette to website design. This is called the 60-30-10 rule:
- Your center color should cover 60% of your design. This therefore includes the main traditional areas: blocks, slider, background, menu, etc.
- Your second color will be used up to 30% to create a contrast with the first and come to “highlight” important elements of your design.
- Finally, the remaining 10% used by your third color will highlight strategic elements such as buttons and other calls to action.
Use secondary colors as needed
Matching secondary colors to your main brand colors can be difficult, but don’t despair! There are many free and smart tools available online that will make this task much easier. For example, you can go to ColorSpace.
What’s the point of adding secondary colors anyway? Sometimes a drawing will require more than a few primary colors. This is especially true for websites that are full of content and home pages – products, implementation documents, downloadable resources …
Don’t forget your neutral colors (white, gray black)
You will need neutral colors for the text, to create contrast for the important elements, or as background colors. The neutral color feature in modern website design is very similar to that of white space – to give users a break and give them time to better digest and prioritize information on the page.
It is a good idea to have a dark color and a light neutral color for different use cases. The most common neutral colors are white, black and gray. You can also use the shades of your dominant colors as neutral, but it is a little more difficult to harmonize.
What emotions are associated with the different colors?
There is a whole scientific area devoted to the study of the effects of color on human behavior – this is the psychology of color. Through numerous experiments and research, scientists have established that colors do evoke emotions: some make us happy, alert or relaxed, while others draw on darker feelings and can make us anxious or sad.
In fact, 85% of consumers said they buy products based only on color.
By choosing the right color palette for your website, you can change the way people think about your brand and generate lasting emotions that will influence consumer purchasing decisions.