In the same way that colour influences a person’s choice when it comes to what they wear, what they like, how their homes are decorated and even the mood they’re in, a website’s colours have a major influence on how a visitor responds to that site.

Research shows that 85 per cent of shoppers say that a product’s colour/s actually determine their purchase – even though they can touch it and see in three-dimensions.   Therefore, with web-based retailing which relies predominantly on the visual element, the use of colour becomes even more important.

Colours influence a person’s attitude and evoke an emotional response.  The following points are important when it comes to colour and website design:

·         It only takes a few seconds – and sometimes even less – for a person to form a lasting first impression

·         Colour has a big impact on consumer behaviour

·         The choice of colour can automatically ‘categorise’ an item or service as colours have specific associations

Many web site designers are fixated on the idea that the website has to represent the business’s corporate colours.  Only use the logo or brand colours if they work in a virtual environment because not all colours reproduce accurately on screens. After all, the aim of a website is to inform the site visitor, provide them with the information they’re looking for and to encourage them to take action.  Of course, colour plays a major role in meeting these objectives but it needs to be included with other important elements such as site loading times, navigation, security, e-commerce pathways etc .

With colour, it’s vital to strike a balance between boring and dull and chaotic and irritating.  Ideally, limit the colour palette to two or 3 major colours, with shade variations if necessary. 

Good website design has functionality and readability as the overriding  motivation.  Whilst a riot of colour may be eyecatching at the outset, it’s not going to be sustainably successful.  For readability, black text on a white background is best whilst a black background should be avoided at all costs. 

White space and the colour white is one of the most under-estimated and under-utilised colours in website design.  In fact, an experienced Perth website development professional, Dale Carter, says that white is the most important colour of all and is vital for emphasis, balance and proportion on web pages.

Some broad associations with colour are :

Red is commonly associated with love, romance, power, passion, energy and strength

Green : nature, the environment, health, sustainable living, renewal, the earth.

The colour yellow is commonly associated with sunshine, energy, youth and optimism.

Blue signifies elegance, wealth, trustworthiness, professionalism, conservatism, calm, stability and confidence.

Orange is associated with youth, creativity, fun, affordability.

Purple is commonly associated with royalty, dignity, wealth, power and luxury

Brown is associated with reliability, stability, durability and earthiness.

Black is a sophisticated and powerful colour, denoting style and wealth.

Pink : love, childhood, femininity

Colour has a major impact at not only a visual level but a psychological one too – and is a vital web design element that determines the success (or otherwise) of a website.