The Importance of Color in Web Design Part II

In our last post we outlined four colors and the meanings behind them. These underlying meanings should be considered before using them as part of your brand’s color palette. The power of these often subconscious associations should not be underestimated! New Wine Web Design considers all factors strongly, including color, when working on branding and medical or dental website design. Consult the guide below if you are in the process of deciding your brand’s color palette, view our last article and contact us if you have any questions or need some guidance!

Orange: One of the more universally “positive” colors. Orange has elements of both yellow and red, which combine the passion and the positivity into one. It often has associations with sunsets and the tropics to certain people, so it is regularly used by tropical and vacation-related brands. Orange represents happiness, attraction, success, enthusiasm and stimulation. Like red, orange immediately draws the eye with it’s hot nature, but is less aggressive looking than red, so it is a great color to use as a call-to-action. Orange should be used especially if marketing to younger people, as it has a high appeal among that age group.

Yellow: The color of happiness, sunshine and energy. Yellow, when used properly, can be a very cheerful and effective color at drawing attention and spreading the “positive vibes”.  Like the other warmer colors, yellow is best used in moderation due to it’s intensity. Yellow is great for children’s products, vacation/leisure and products or services that are lighthearted in nature. It is best to avoid yellow if you are wanting to project stability, safety or prestige. Men often perceive yellow as being a bit childish and unstable. Bright yellows can be very powerful, but dingy shades of yellow can have a very negative effect, projecting decay, sickness or jealousy.

Purple: Combining the high energy or red and the calm of blue, purple signifies nobility, royalty, ambition, power and luxury. It also is associated with independence, creativity, wisdom and magic. Because purple is so rare in nature, many people perceive it to be “artificial”. If you are marketing to children and parents of young children purple is a great choice, because 3/4 of per-adolescent children prefer it over all other colors. Lighter purples are best used in more feminine products.

Black: Power, formality, mystery, elegance and death. Black is powerful in the opposite way that the warm colors are. It is a void of color and is best used minimally to highlight lighter colors. It can also convey strength and authority. Black can be used more heavily with high end luxury items like sports cars, suits, etc.

Images used under creative commons license – commercial use (12/17/2015) A National Acrobat (Flickr)

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