How To Decide Colour Schemes For Your Brand & Website?

How To Decide Colour Schemes

Brand or website colour form the basis of your business’s visual aesthetic. The colours you choose will henceforth embody the essence of your business. But choosing a website or brand colours requires a careful approach, however much it might appear trivial. Brand and website colour schemes are consistently displayed on your logos, advertisements, products, among others.

The choice of colour scheme is quite significant. A research conducted by Harward Business Review in 2013 revealed that users are inclined to follow links and titles coloured in darker blues and greens. That said, it doesn’t imply the other colours are any worse, but that shows how substantial colour schemes can be for your brand. When building from scratch or redesigning a website, you should carefully choose colours that will comprise your colour scheme.

First and foremost, your brand colour is the first thing customers will see, and as they say, first impressions do matter. Whatever colour scheme you decide to use for your brand, bear in mind that it sends a unique message that elicits specific emotions from your customers. Overall, colour schemes have a significant impact on how customers decide to engage with your brand. In this article, we shall explore how to decide colour schemes for the brand and website.

Brand colour psychology

How To Decide Colour Schemes

The psychology of colour refers to the study of how colours affect behaviours and perceptions. Brands and marketers use these concepts to their advantage. Research shows that 90% of a product’s assessment is solely based on colours. That is why you need to get the colour scheme of your brand or website right.

In branding, different colours are used to evoke varied emotions and feelings. For this reason, companies that deal in the same line of the product tend to use similar colours. Tech companies like Twitter and Facebook, for instance, use the blue colour to convey trust, logic and as well evoke a sense of security. Similarly, food companies like McDonald’s and Coca-Cola use a red colour because it stimulates hunger and evokes energy.

It is a common understanding that different cultures depict colours differently. But still, it is generally accepted that humans have a similar neurological response towards specific colours. Every colour has different meanings to the other, and it evokes different emotions and feelings. Companies use different colour schemes to market products, and correctly so, some have been successful. Thus, we cannot underestimate the role of colour schemes to our brands and websites.

Why is colour scheme important for your brand and website?

As stated earlier, colours trigger specific emotions and feelings on sight. There is quite a lot behind the psychology of colours and why companies use different colours to inspire their products. It is quite unfathomable that colours affect your behaviour and perception, but you would be surprised to learn otherwise. The following are findings of colour schemes that will surprise you:

  • 85% of shoppers assert that colour has a significant influence on whatever product they choose to buy.
  • A study on the mental impact of colours revealed that colour schemes boosted a brand’s recognition by at least 80%.
  • Research shows that people make up their minds within 90 seconds of their initial interaction with your brand or website.
  • The amount of time you have to capture someone’s attention on your website is a mere 15 seconds. It is called the 15 seconds rule.
  • The world’s favourite colour is blue.
  • Men and women see things differently across spectra. Men require longer wavelengths to denote the same hue.
  • Colour schemes can increase or decrease appetite, enhance your mood, calm down customers or reduce the perception of waiting time.

How to choose brand and website colours

How To Decide Colour Schemes

First and foremost, your brand should have at most three colours, but the ideal number should be two. Colours portray different brand traits to the customers. For instance, is your trait trustworthiness, creativity, logic, or friendliness? You have to carefully choose the colours that represent what your brand intends to be.

Step 1: Familiarize with what colours mean

Every colour represents something unique, and whereas it isn’t easy to draw the lines, here is a quick summary to give you a head start.

  • Green – associated with nature and often used to imply sustainability. Besides, it can be used to represent wealth and prestige. It is an excellent colour for nature and tourism brands or websites.
  • Blue – used to imply trustworthiness and reliability.
  • Brown – associated with honesty and the down-to-earth attitude. It is mainly used in websites for wholesome inorganic goods.
  • Purple – is associated with royalty. It is used to imply spirituality and mystery.
  • Red – it is associated with danger, energy and excitement. Besides, it is used to imply love and passion.
  • Pink – depicts feminity. Furthermore, it represents sentiment and romance.
  • Yellow – it depicts happiness and optimism.
  • White – it represents simplicity and innocence.
  • The multicolour scheme – represents unity and a sense of openness to anything. It captures the spirit of diversity.

The primary colour

That is the mainstream colour that is associated with your brand. From your logo to the web design background, this t is the colour that dominates your brand and website.

Step 2: Identify the colour that mirrors your brand

To do this, ask yourself one question: what is your brand all about? That has to do with your brand’s ideals, goals, and how you want your audience to perceive what you do. The elements pertinent to this are your brand goals, your target audience, and the personality traits you want your brand to be associated with. Once you have that in mind, you will choose the right colour scheme with clarity of thought.

The way you expect customers to perceive your brand will help you choose your colour scheme. The first and most important colour to come up with is your primary colour. That is because it will dominate your brand and website, and users will associate that with your products henceforth.

Once you identify your primary colour, the next thing to do is to add up one or two colours to make up the colour scheme you would like to use subsequently. Usually, three colours are recommended to complete a colour scheme. We have a designer’s rule that distributes the three colours into a 60/30/10 rule.

How To Decide Colour Schemes

The designer’s rule above describes the business suit. It implies that the primary colour, which will dominate your brand or website’s vast space, takes up 60%. The secondary colour takes 30% whereas the accent colour takes up the remaining 10%.

How to apply colours on your website

The primary colour is used on the most important space of your website, also called the hot spot of a website. It can be used for the call to action buttons, subheadings, download forms, among others.

The secondary colour – used to highlight information that is considered less critical on a website. This information may include content subheadings, secondary call to action buttons, FAQs, among others.

The neutral colour – this is the colour you will use to write content. It pops up less and, as such, helps the reader to focus on their eyes.

Industry and recommended colour schemes: Examples

Blog spots

Blogs pay more attention to convenience when it comes to readership. You want your readers to have an easy time swiping from page to page. At the same time, you don’t want to distract them with too intense a colour scheme. Intense colour schemes can be overwhelming to readers. As such, you would want to stick to plain and less intense hues that don’t tire the eyes of your readers. Therefore, you would be right to go with neutral and calm colours that don’t pop out of your website’s background.

Event setting

Event setting is pretty straightforward. That is because the life span of an event is short-lived. Therefore, the pages should have a unique and intense experience to a user, only because it could be a one-time visit to your website. The effect you have to create with your colours should depict the energy and a promise of fair value for the ticket money you expect your customers to pay.

That said, you have to be straight to the point because visitors wouldn’t want to read your life story here. They want a brief statement and then proceed to pay for the ticket. That means that they may be willing to spend an average of one minute on your site and then close the page. That said, bold and radiant colours should be your pick here.

Company websites

How To Decide Colour Schemes

Everyone wants their company to be respected. As such, you would want to express that idea through the colour shade iteration on your company website. Therefore, if you are looking to have a respectable company reputation, create a website background with a variation of colours that include but not limited to; white, green, orange, purple, and blue. These colours would do great at achieving a respectable company reputation.

E-Commerce websites and brands

In the E-commerce sector, competition is cutthroat. Sellers are having none of it, and everyone wants to be up there. Sellers want to use their websites as online vending stores. That means that countless goods in production have to be on display in colours that don’t overwhelm shoppers. For that reason, they opt to go with the plain white colour as the site background.

The reason being, white backgrounds aren’t as overwhelming to the eye, and they quickly make the goods more visible. They don’t lose the brand colour because it is applied on the call to action buttons, headers and the website footers and privacy policy section.

Newsmakers and survey journals

News websites have a clear layout for their websites, and that is the grids. More often than not, the background would be kept white to the reader’s benefit, but other acentric colours are used in the headers and call to action buttons.

For news websites, content is critical. Therefore, you wouldn’t see more boldness of colour on display. The most readable colour scheme combination is the black and white, and that is what news websites the world over the stick to.

Product lines

Here, the bottom line when it comes to choosing a colour scheme for your product is the type of item you are producing. McDonald’s use the red colour for their foods while most children’s’ toy brands use the yellow and blue combination for colour schemes.

The items you want to showcase on your website should be visible to shoppers. That said, you have to see to it that the background colour doesn’t steal the show. Instead, your products should. On that note, remember to choose colours that impress and catches the eye of your shoppers.

How To Decide Colour Schemes

Service providers

Service providers have little room for error because they have to sell their service, at first sight, more often than not. Use bright, bold, and radiant colour combination for your colour scheme. The text shouldn’t be too much of a concern because all you need is a brief description of what you offer in your service. Therefore, you have the liberty to substitute text with images, videos, and testimonials. Nonetheless, if you have a bright or bold colour that you feel represents your brand quite well, then look no further than that.

The bottom line

When looking to choose the right colour scheme for your brand or website, you should put the product category, business goals, target audience, and customers into account. Consistency is critical because people would want to associate your choice of colour with your business henceforth.

A cohesive colour scheme will guarantee that your brand looks polished and professional. That said, you should carefully mix your colours using the 60/30/10% rule of the designer. This way, you will enhance your chances of achieving your marketing goals. Having seen how colour schemes are essential to your site or brand, you might want to rebrand or redesign your website. We hope that you clicked the right page by engaging with us today.