In the fast-paced digital age, where every click, scroll, like and share counts, making a positive first impression is more important than ever.
91% of consumers are more easily drawn in by visuals than words, with colour specifically playing a fascinating role in how customers engage with information, as proved by these fascinating stats uncovered by print and digital document specialist Xerox:
🌈 Colour is up to 80% more motivating than black-and-white
🌈 Colour increases comprehension by up to 73%
🌈 Information is located 70% faster when it’s in colour
🌈 Information highlighted in colour is 39% more likely to be remembered
🌈 Colour improves brand recognition by up to 80%
Since colour plays such a critical role in information retention and processing, it’s super important to consider how you use colour in your web design and branding.
The basics of colour & web design
Before we get into the psychological impact of colour on consumer behaviour, let’s cover some of the basics of colour use in branding and web design.
When it comes to branding, it’s important to consider safe web colours, RGB and CMYK. But firstly, what do these acronyms stand for?
What is RGB?
RGB, or ‘Red, Green and Blue’ is the colour palette typically used for digital images. Whether it’s your website, logo, social media assets, app design — anything designed to be displayed on any type of screen should adhere to RGB, or any variation of RGB using a hex colour code.
These are known as safe web colours, since designers can manipulate their HSL, or ‘Hue, Saturation, and Lightness’ to achieve their desired result. The kind of file types you’ll find using RGB colours are:
📁 JPG
📁 GIF
📁 PNG
📁 PSG
What is CMYK?
CMYK, or ‘Cyan, Magenta, Yellow, Key/Black’ is the go-to palette for printed assets and marketing materials.
Since the way printers mix colour works differently from how colour exists in the digital world, it’s important to use CMYK so that you can achieve the most accurate results for display in the ‘real world’, and best translate your brand colours and designs from one format to another.
So, when choosing brand colours for physical marketing materials such as brochures, flyers, business cards, posters, billboards, signage and more, CMYK colours should be your go-to. As far as file types, when working on branding for printed materials, designers typically work with the following:
📁 EPS
📁 AI
Colour theory & psychology
Colour can have a profound impact on human psychology, evoking specific emotions and influencing consumer behaviour in many different ways.
So, how do you select a colour palette that aligns with your brand’s message and values? How do you elicit the desired response?
The significance of website colours
Colour psychology is a fascinating subject, with colour reportedly improving brand recognition by up to 80%, with many customers believing that colour plays a significant role in their purchasing decisions. When used correctly, colour theory can be applied as a powerful business tool to help brands connect with their audience on a deeper level.
For instance, have you ever noticed that most fast-food restaurants use red and yellow in their logos? This is because the combination of red and yellow is thought to encourage hunger and friendliness, stimulating the desire for quick, satisfying meals. Colours can also affect website conversions, with a company called Beamax seeing a 53.1% increase in clicks on red links compared to blue links as experimenting with its website colours. With this in mind, could it be worth experimenting with colours in this way on your website?
Colour also significantly boosts brand recognition. Brands like Coca-Cola, with their vibrant red cans, have successfully ingrained their colour into consumers' minds. However, creating a cohesive colour palette that supports your brand's message is crucial. Understanding concepts like asymmetrical balance and contrast can help you craft a visually appealing website that resonates with your target audience.
Choosing the right colour palette
Selecting a colour palette for your website begins with an understanding of your brand's identity and what you wish to convey. Let's explore how different colours can evoke distinct emotions and associations:
❤️ RED ❤️ ️ ignites excitement and passion and has a strong tie with action and urgency. Its vibrant hue is impossible to miss and a fantastic way to capture the attention of your clients. However, using red excessively might diminish its effectiveness, so it's essential to balance it with other colours.
💛 YELLOW 💛 brings happiness and optimism, instilling a sense of enthusiasm in your clients. Similar to red, it demands attention, making it a popular choice for product displays.
🧡 ORANGE 🧡 radiates creativity and warmth, creating an inviting atmosphere. Combining the energy of red and the warmth of yellow, it's an excellent choice for brands aiming to stand out and spark excitement.
💚 GREEN 💚 symbolises growth, nature, and stability, fostering a sense of trust. This colour is strongly associated with wellness and is a natural source of tranquillity, making it an excellent choice for brands seeking to promote natural well-being and eco-friendly values.
💙 BLUE 💙 has a calming tone that represents peacefulness and evokes a feeling of trustworthiness and reliability. The inclusion of blue is a great way to build trust with your ideal client. A popular choice for tech companies and financial institutions.
💜 PURPLE 💜 historically denotes royalty, luxury, and sophistication, as well as encouraging introspection into one’s own life. Spirituality and creativity are evoked by the colour purple, making it a great pick for brands wanting to highlight these characteristics.
🖤 BLACK 🖤 often associated with elegance, power, and mystery, black can add a touch of sophistication to your brand. However, using black thoughtfully is essential, as it can be overwhelming in large amounts.
Embrace colour
Colour theory plays a crucial role in business and branding, and can significantly impact how consumers perceive and interact with your brand. Understanding the psychology behind different colours enables you to create a visually appealing website that aligns with your brand's message and values.
Remember to strike a balance between colours, use contrast thoughtfully, and consider the emotions you want your brand to evoke in your target audience. Don’t forget to follow this through within the technical framework and limitations of web design and colour in print marketing and branding. If in doubt, consult with a professional graphic designer with experience in web and print design.
So, what are you waiting for? Go ahead and choose a colour palette that speaks volumes about your brand and captivates your audience today!
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