When designing websites, most people focus on structures, patterns, SEO and suchlike considerations. Few get to think of color as one of the important considerations that must be taken into account. Yet, different colors project different images and emotions to people. Read on to understand how you can use color to project the right image and make your website send the right messages to your readers.
The Psychology of Color
In everyday life, people use objects’ colors to categorize them. For example, green means go (think traffic) and yellow buses are immediately thought of as school buses. It is only natural that this projection of meanings into colors continues into the virtual world. If you did not consider color when designing your website, your customers may be interpreting your website – and by extension your business – in different ways than you intended them to. Why else do you think successful companies integrate color in their product branding? IBM is not associated with blue for nothing. Here is an overview of what different colors mean to most people. You should note that these are generalizations and that if your site is aimed at a particular demographic, you should research and understand their views on colors before designing your website.

Yellow
In general, yellow and its shades are viewed as warm and inviting. Perhaps this has to do with the yellowish tinge of sunsets, which brings out cheerfulness and happiness in most people. Thus, those who want to grab attention can use this color. This, however, is only true if the color is used in small amounts. Other people, however, view yellow as a symbol for cowardice.
Orange
Orange is generally associated with affordability, so if you want your products and services to appear affordable, you might want to use orange on your site. This is why most companies use orange background on their promotions. It should be used in its pale variations, though, because bright orange is harsh on the eyes. Bright orange is suitable for logos, though.
Red
Red is one of the most controversial colors, so you should only use it after careful research. It can signify passion, danger, violence, and other emotions. To the Chinese, red represents the New Year, which brings with it good fortune, luck and even prosperity. Some studies have shown that workers in red rooms tend to be faster than workers in other rooms because it increases heart rates. It seems that red is only useful in moderation.
Green
Green can mean nature, growth, fertility or even money. In most places, it is used to symbolize growth and freshness, while dark green may signify wealth. This color is very gentle on the eye, so you can use it generously.
Black
Black generally has negative connotations. That is why it is associated with death. It can portray conventional or serious views. That is why you hear of words and phrases like ‘blacklist, ‘ ‘black hat, ‘ and ‘black humor’, among others.
These are some of the major colors you should consider when designing a website. Obviously, there are others like purple, white, violet and others, and you should only use them after careful consideration. Don’t let your site portray what you do not want it to portray.
Kathryn Zellers has worked in Web design for 10 years. She shares her knowledge, offering hints and tips to small business owners, by blogging. Click the link to find out how to make your own website.