A company that sells camping gear, for example, would identify with ruggedness, while a fashion brand might aim for sophistication.But a skilled designer understands the importance of evaluating a color scheme based on the brand, the meanings of the colors, and the products or services being promoted.
They can influence how a visitor interprets what they see as much as a sites layout and typography and, when done well, they can have a positive impact on each visitors evaluation of the brand as a whole. ![]() Why Is Your Color Scheme So Important Before we jump into the process of selecting a color scheme for your site, its important to understand exactly why your website color scheme matters so much. After all, you might be thinking that its the content that really matters. Theyre drawn to fresh voices and enticing information, but you have to capture their attention first. If you choose the right website color scheme, you get the opportunity to blow your visitors with your content. Heres how: 1. Create brand recognition Your site is essentially your companys home online. ![]() And beyond that, it needs to be memorable enough that users will return after their first visit. After all, many of your visitors wont be ready to make a purchase or other major conversion during their first visit and they need to remember your company in order to come back and take those actions. So, if your company already has an established color scheme, its essential to include this in your sites design. This will make it much easier for visitors to immediately connect it with other places theyve seen your brand. ![]() Beyond telling users who your company is, your web design also plays a major role in users snap judgments about your brand. Color Palette Html Drivers Of WebsiteAccording to one survey, 94 percent of respondents named web design among the primary drivers of website first impressions. But given that color is one of the most obvious elements on your site, and one of the only ones a user can discern within those initial 50 milliseconds, your palette can make or break a users assessment of your company. Shape how visitors feel about your site In another study on how consumers first impressions are formed, 90 percent of initial assessments are based on color alone. After all, color is one of the easiest aspects of a page to understand. It can be assessed almost instantaneously and doesnt require visitors to evaluate copy or other messaging. But its also important to consider the role that the psychology of color plays in these snap judgments. Many companies take advantage of these connections, as illustrated by the logos in the following chart. For example, brands that want to create a sense of creativity and imagination tend to incorporate purple into their imagery, while brands that want to establish a sense of balance and calm lean toward black and white. This ties directly into the personality you want your brand to have. In one study on brand personality, psychologist and Stanford professor Jennifer Aaker concluded that five core dimensions play a role in a brands personality: Brands can sometimes mix traits, but for the most part, their personality is centered primarily on one.
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