Web Design: Exploring the Application of Colour Theory

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How much does colour really matter when it comes to what we see on our screens? If you aren’t a branding expert yourself, it might be surprising to know that the colours you choose do much more than act as a pretty palette to go with your brand. The ability of colours to attract or repel us can greatly influence web design.

No matter how stellar a website’s content is, site visitors won’t stick around for very long if the colours are off-putting. A Perth-based web design company can be your solution. Branding experts can apply the colour theory to your business presence, ensuring you’re leaving an impact on every visitor.

The Importance of Colour Theory

When doing design, one of the most important elements to consider is the principle of colour theory. Just like the other aspects of your website or project, choosing the right colours should be deliberate and achieve certain outcomes.

What exactly can colour theory do for your web design? Well, it goes beyond choosing complementary shades on a colour wheel. At the most basic level, it involves the application of three components in colour design: complementation, contrast, and vibrancy.

  1. Complementation

Complementation makes a difference when it comes to creating great design. In a nutshell, it refers to how we perceive colours in relation to other colours. Hues that fall on opposite sides of the spectrum create a pleasurable medium for the eyes, making them very appealing to look at. Using colour this way creates a more enjoyable experience for anybody navigating your website.

  1. Contrast

Using contrasting colours helps tremendously with eye strain and allows your audience to clearly differentiate between the elements on your webpage. As a result, it becomes easier to navigate and able to offer a better overall user experience.

One such example is the contrast between background colour and text. Sites with poor web design often fall victim to unreadable text, which often results in frustrated customers. A good guideline to follow is to use a light background with dark text. Without contrast, all the page elements would disappear into each other—not the best look!

  1. Vibrancy

Vibrancy refers to the brightness of a colour. Generally, brighter colours are able to evoke a more energetic feeling while darker colours are more relaxing. Incorporating colours in your design this way encourages the desired emotional response from your intended audience.

The Link Between Colours and Emotions

Colours have the power to bring out certain emotions when we see them. These visual cues prompt a psychological response based on our experiences, history, and culture. Some typical examples of colour meanings in Western culture are as follows:

  • Red: power, passion, and energy
  • Purple: royalty, luxuriousness, and romance
  • Green: stability and strength

Knowing which colours elicit specific emotions in certain audiences is a huge advantage when considering your web design. It allows you to influence how your audience feels towards your service or brand.

A Final Word on Colour

Colours are the most potent visual cues we use to navigate the world. It can trigger a primal instinct that attracts us to or repels us from objects or places, whether consciously or not. Colour also gives meaning to what we are viewing. These aspects are what make it a necessary component of any website, and the best web design companies know just how to utilize this.

Small- to medium-sized businesses can consider investing in the services of a website design company in Perth to improve their website’s design and drive business growth. Lethal is a results-oriented website design agency dedicated to helping you grow. Get a free quote today!