Website Design - Why colour choice should never be an after-thought
By Holly Snowdon
It may surprise you to hear that selecting a colour palette should be right at the top of your list when it comes to creating the design for your new website.
Not only will the chosen colours impact the overall appearance and style of the website, they can also have a knock on effect on how well the site performs. Colour can influence, for example, how long a visitor remains on the site, the click rates, likelihoods of return visits, to name but a few. Online colours make more of an impact than you might think, which is why it’s so important to consider them carefully when creating your own site.
So how do you decide on the best colour scheme to use?
Naturally, the starting point for any website redesign is your company logo. Most web designers will take inspiration from your logo so that it is consistent with your company brand identity. If you have any concerns about this visual identity, now is the time to address it - and most definitely before commissioning a new website design. If you feel that the colours could be refreshed or the font could be a little more contemporary, it is vital that this is addressed otherwise the “little niggle” about your logo will become a massive headache once a designer has used its colours, fonts and style to inspire the whole look and feel of your new website.
Many designers will also consult ‘the colour theory’ which provides guidance as to how best to combine various colours to create the most advantageous, visually appealing and appropriate shades for a website. The colours that are finally selected should work well in harmony online as well as accurately reflecting the essence of your business. Certain colours just don’t really work well online – gold and some yellow tones are just really difficult to work with so if your brand identity is very yellow, you may find a designer will use it as accents rather than in blocks of colour. A good example of this is Selfridges - the current site version (April 2017), only uses the iconic Selfridges yellow in highlights and accents until you scroll much further down the screen where it is less of a visual shock.
You may have noticed that MAXX had a brand refresh recently, which involved the selection of a brand new colour scheme. It was decided that Orange (a colour often associated with creativity and stimulation) and Blue (generally representing trust, wisdom and professionalism) were the colours which worked best for us and reflected our core values.
If you’d like to know what your colour choice says about you – here’s a fun article we wrote a while ago: https://www.maxx-design.co.uk/blog/business-identity/corporate-identity-design/what-does-your-colour-choice-say-about-you
And if you’re thinking of rebranding or feel like you need help selecting colours for any of your marketing collateral - whether digital or print - which will work the best for your business, do get in touch with us today.