If you were to ask someone what the most important aspects of any website are, the chances are their answers wouldn’t include the use of colour.
While it isn’t perhaps at the top of the list, colour can play a more vital role than you might imagine. For example if your website is aimed at men you wouldn’t choose tones of pink and purple to design your site. This is an obvious point to make but it does illustrate the need to think about what colours you are using and how you are using them.
Some people have experimented with the order buttons they use on their sites, using different colours to see how the number of orders received is affected. Although red is a colour which is often associated with danger, it also makes people stop and pay attention (think of road signs). This is why it can work well when used strategically on websites, so long as it isn’t overused.
On the other hand blue and green are traditionally calming colours and can subtly make sure that people relax and take longer to explore your site. In this sense how you use colour has a direct relation to how well your website fares. We’ve all come across those sites which seem to think that the more colour they use – regardless of how much those colours may clash – the more attractive they must look.
In reality of course it’s usually the opposite. Bright and garish colours can send people away quicker than anything else. Be wary also that using white or coloured text on a black background is harder to read and can put some people off your site altogether.
In the end it’s always worth showing your site to a selection of people before you go live with it. Constructive feedback at this stage can make all the difference between launching your site successfully or having to go back and make changes.
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