In a digital context, colour has also been found to have differing impacts on the behaviour of online shoppers. Black is usually associated with products of a sophisticated nature, whereas Burgundy can convey that the product or service is rich or refined. Green, as we have already touched on, is a great way of signifying eco-mindedness and Orange is used to denote fairness and affordability. Blue remains a constant of trust and reliability. Although you may not wish to use this information to dive head-first into a total rebrand, it is undoubtedly useful if you have a wide and variant product range or you’re looking to take your e-commerce site to the next level.
Colour in Web Design
What does this all mean for the humble web designer then?
Primarily, the colours should be used in a way that is aesthetically pleasing and is enjoyable for users to spend time on and interact with. Largely, this is subjective. Some things just look nicer to some people. This is why good designers are in high demand and earn lots of money. They come up with ideas and put colours together in such a way that the rest of us wouldn’t have even thought of.
Secondly, the colours can also be used to portray some deeper meanings behind the brand or product, as well as influencing the mood of potential buyers. Your brand may not have green as part of your colour scheme, but if what you do is eco-friendly, you’d consider including some form of the colour on your site to denote this. Likewise, if you handle ID scanners for airport security, for example, you’d use blue to encourage feelings of trust, security and reliability.