AUTOGRAPHS

HOW TO CHOOSE COLOURS WHEN DESIGNING WEBSITES

Just as colours influence people’s choices when it comes to what they read, what they wear, how they decorate their homes and even how they feel, the colours of a website have a significant impact on website visitors’ responses and attitudes.

According to retail studies, 85% of shoppers say that colour is the primary driver of their purchasing choice – even with the benefit of being able to touch and see the product in 3D.   With online business where the primary sense is sight – the use of colour assumes even greater significance.

Colour prompts an emotional response from people and influences a person’s attitude towards something.  A website designer should note the following:

·         First impressions take less than a few seconds to form – and most of these don’t change significantly as time progresses

·         Consumer behaviour is influenced by colour

·         Colours send specific messages and the choice of colour can automatically ‘categorise’ a product or service

Many website developers narrow the colour choices for their website designs based on the business’ corporate identity or logo colours.  However, not all colours reproduce accurately or consistently in the various browsers and on screens, so it’s a decision that needs careful consideration. The primary aim of a website is to provide the visitor with the information they are seeking and to encourage them to act ie to place an order, sign up for membership etc.  And whilst the use of colour is a vital element in meeting these objectives, it has to be complementary with other important web design aspects such as page layout, loading times, security, navigation, usability, security etc .

Too little colour will be dull and boring and too much will be chaotic and counter-productive.  The colour palette should ideally be limited to a few major colours with shade variations for variety. 

With website design, the primary objective should always be readability and functionality.  A website that looks like a kaleidoscope won’t be taken seriously and will fail the functionality test.  When it comes to text, the easiest and most practical solution is black on a white background (and remember that a black background regardless of the colour of the text is a no-no). 

One of the most effective ‘colours’ – and one which is largely ignored by many website designers – is white.  Dale Carter, a Perth web designer, says that white is actually the most powerful colour of them all and should be used extensively to draw attention to important items, demarcate spaces and create a sense of balance and proportion.

Some common colour associations are :

Red is the colour associated with passion, love, energy, power and strength

The colour green is commonly associated with the earth, nature, health and health-related issues and the environment.

The colour yellow is commonly associated with sunshine, energy, youth and optimism.

Blue signifies elegance, wealth, trustworthiness, professionalism, conservatism, calm, stability and confidence.

Orange is associated with youth, creativity, fun, affordability.

Purple is associated with wisdom, power, luxury and nobility

Brown is associated with reliability, stability, durability and earthiness.

Black is commonly associated with sophistication, elegance, attitude and style and has connotations of power and intrigue.

Pink is predominantly a feminine colour, associated with love, childhood, emotion, tenderness and purity

Colour has a major impact at not only a visual level but a psychological one too – and is a vital web design element that determines the success (or otherwise) of a website. 

Interview: Dan Carter re-signed with the All Blacks and Crusaders rugby through 2015.

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