Word's can't convey what an absolute fan of colour I am.
I’m not talking about my favourite colours either. For example, I love aubergine (deep purple for those playing at home) because it makes me warm and fuzzy inside. Instead, I’m talking about the use of any and every colour on the spectrum.
By thinking more strategically about the colours we use, we also evoke a response from customers that words simply can’t.
The power of colour
Colour allures attention & conveys meaning
There are a few things we should know about colour. Firstly – it can either be positive or negative – but either way is attracting attention. It conveys meaning, albeit subconscious. Often it strikes a chord when determining a customer’s buying decision. It will mark a business as sophisticated, upbeat, lighthearted or severe.
The other day, we drafted the initial concept for a predominately black website with bright sparks of colour. It was super dramatic and had a gorgeous design. However, it did not represent who our client was and the impact they wanted to make on customers. We didn’t even pitch this concept because while it was attractive, being attractive isn’t appropriate when it compromises meaning. The design we presented, and the client loved, was light, conveying simplicity, nature and cleanliness, all underlining the associated need for their brand. All this is marketing 101.
Whether customer reactions to colour result from association, psychology or a bit of both, we’re not in the business of analysing why it works so well, just capitalising on the fact it does.
So, what do colours represent?
You may be saying, ‘You’ve lost me, I have no idea what colours to use and where!’. Knowing what they’ve been tried and tested to mean is a good place to start.
Be intentional about the colours you choose for your website. Avoid picking your favourite colour but rather the colour that will evoke the response you are looking for from your audience.