Colour is one of the most powerful tools that designers use to communicate with users.
While it may seem like a simple aesthetic decision, choosing the right colour scheme in website and app design plays a crucial role in conveying brand identity, driving user engagement, and even influencing user decisions.
THE SCIENCE OF COLOUR
Colour psychology, a field that investigates how different colours affect human behaviour, reveals that colour can evoke specific emotions. For example, blue is often associated with trust, peace, and tranquillity, while red can induce excitement or intensity. Orange and yellow are viewed as friendly and confident colours, and green as natural and calming. Such emotional responses form the bedrock of design strategies employed by designers.
COMMUNICATION OF BRAND IDENTITY
Strategic colour usage is key in communicating a company’s brand identity. For instance, a firm wanting to portray themselves as reliable and secure might opt for a cooler palette centred around blues.
In contrast, a business aiming to communicate energy and excitement might choose warmer colours like red, orange, or yellow. Therefore, choosing a colour scheme that aligns with the brand identity is paramount.
ENHANCED USER EXPERIENCE
An appropriate colour scheme can significantly improve user experience and engagement. For example, high contrast between the background colour and text improves readability, ensuring that users can comfortably consume content.
Also, using complementary colours for call-to-action buttons can draw users’ attention to them, encouraging them to engage more with the website or app.
IMPROVED CONVERSION RATES
Studies indicate that colour can influence consumers’ purchase decisions. An inviting, visually pleasing colour scheme can Increases the likelihood of users moving down the sales funnel, resulting in improved conversion rates.
In fact, it’s said that 85% of shoppers base purchasing decisions on colour, and colour increases brand recognition by 80%.
CULTURAL CONSIDERATIONS
Colours are perceived differently in different cultures. It’s essential to consider this when designing a website or an app with an international audience. For instance, while red represents love and passion in Western cultures, it symbolises good luck and celebration in Chinese culture.
INCLUSIVE DESIGN
A comprehensive colour scheme considers the usability of design for visually impaired users. A colour blind user, for example, may have difficulty distinguishing between red and green. Checking colour contrasts and using accessible colour combination would make the app or website more inclusive.
OPTIMUM COLOURS
The art of using colour to inspire action is a vital part of digital marketing and web design.
While the optimal colour can depend on a variety of factors including the target cohort, existing brand identity, and certain cultural considerations, colours have been recognised in the design community for their efficacy in generating conversions.
Below are some hex codes generally believed to be highly motivating:
- Orange (#ff7f00): Often used for call-to-action buttons due to its visibility and high energy.
- Green (#39b54a): Associated with prosperity and growth, it’s also excellent for “Go” or “Yes” buttons.
- Blue (#0072BC): Trust and reliability personified, it’s used widely in corporate websites.
- Yellow (#fede00): Vivacious and youthful, yellow can grab attention but can also strain eyes if overused.
- Red (#fe0000): Provoking urgency and excitement, red is great for alerts and important notifications.
- Purple (#9c63a5): Purple encapsulates luxury and mystery, making it ideal for high-end products.
- Turquoise (#42dfd8): This colour stands for communication and clarity of thought.
- Pink (#FF69B4): Emotionally calming, pink is often used on websites targeting a female audience.
- Dark grey (#4d4d4d): Stylish and professional, it is best suited for sleek, modern design schemes.
- Light blue (#add8e6): Reflecting tranquillity and health, it’s well suited for healthcare and relaxation-oriented websites.
This content is only available to members
But remember, the context and combination of colours matter just as much as the individual colours themselves.
Choosing an optimum colour scheme for a website or app design is a vital decision that could significantly impact its effectiveness. A/B testing is an effective way to find out what colours work best for your specific audience.
Not only should the scheme align with a brand’s identity, but it should also engage the user, enabling better readability, usability, and inclusivity.
It may be a complex process requiring awareness of colour psychology, cultural preferences, brand alignment, and inclusiveness, but the resulting improved user engagement and conversion rates make it an aspect that deserves careful consideration.