We perceive 80% of all information from the outside world with the help of our eyesight. When we see an object, evaluate its appearance, shape and color, we create our first impression of it. A person can understand in a split second that he wants to buy a product just because he likes its color, their beautiful combination, the chosen palette. Agree, you are unlikely to dare to buy green and yellow pants with red polka dots and wear them in an important meeting, because the colors are absolutely not combined and you will look, to put it mildly, ridiculous.
A similar perception of color occurs in the user when looking at the site. The design of the resource – the first thing that catches the eye of a person, and its color – the first thing that is evaluated. Instantly, subconsciously, the user decides whether he will stay on the page or close it, if he likes the colors of the site, whether they cause him pleasant and correct associations or, conversely, repel and form negative emotions.
That’s why it is important to know what colors to choose for your site, how to combine them to form the right user associations and impressions – those that will become a motivator to view the site and further targeted action.
In this article, we’ll tell you how to work with the color palette, how to pick up color in web design, as well as prompt what services can be used if you – a beginner in this matter.
The dependence of the color of the site and its style on the CA
The choice of site style in terms of its color performance should directly depend on the target audience, its age category, occupation, preferences and interests. Imagine the situation. The site sells new car brands. Accordingly, its target audience – wealthy men aged 35 years. Now think about it, would a visitor to your site will want to view proposals, if the site will be executed in pink? Very doubtful. In this case, the resource and the company seller itself will not be taken seriously, hence the reputation of the company will be formed. Here’s a vivid example of a site for the sale of knitwear, where CA, mostly women. Not impressive, right?
The bottom line is clear – the combination of colors on the site should match the CA. Consequently, before you finally choose a color scheme, it is necessary to study in detail your potential customer.
The color scheme for the site: how to choose?
We have already decided that the colors of the site should correspond to the target audience. Now let’s talk about what specific color scheme should be chosen for each group and how to do it.
The principle of color palette according to the CA
If you speak in general about the color scheme, it is recommended to rely on the following recommendations:
For sites on children’s themes the best colors for the site – bright, contrasting and positive;
For resources, where the CA – girls and women – gentle, bright;
For sites where the target audience – men – dark or neutral.
Of course, every nuance must be thought through. If the site has a target audience of both men and women (eg, the company sells general merchandise), in such cases should rely on neutrality. Not of little importance is the corporate identity of the company.
If it already exists and strengthened in the market (eg, a logo or brand is familiar to all), then the predominant colors on the site should be “corporate”. But, nevertheless, the rules of contrast and motivation to action through color should not be forgotten.
The combination of colors for the site
In fact, the process of choosing a combination of colors is not so difficult. The main thing to adhere to the principle of simplicity – do not use more than 3-4 different colors, choose a compatible shade. In this case, the color ring, created by Newton in the early 18th century, will help. Of course, this example is already outdated, as designers and architects have the opportunity to choose among thousands of shades using special services online, about which we will tell further.
Since its inception, artists and scientists have developed the idea, creating a wide variety of shades. The original idea was that there were only three primary colors: blue, red and yellow. When the two colors were mixed, a hue appeared. When you mix a shade with the primary color, a new shade appeared. By combining shades in different proportions of saturation, the modern circle of the color palette emerged. With this circle, you can choose primary and complementary colors, using different methods of combination, thereby affecting the correct perception of the site by the user.
When grouping colors, you can create your own shades using the saturation and luminosity tool. Saturation is responsible for the purity of the chosen tone (the more saturated it is, the less gray is embedded in it), and luminosity for brightness.