Color Theory and Web Design: What Shades Are Trending?

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A website visitor perceives not individual details on a page, but the entire resource as a whole. That is why color in web design is one of the decisive values. A carefully selected palette allows you to influence user behavior, evoke positive emotions associated with the company that owns the portal, and, of course, emphasize the impeccable taste of the page creators.

When a company has a developed brand book and an approved identity, the question of choosing a palette disappears by itself. But what if a color scheme needs to be selected for the first time? What shades are popular in web design in 2024? How do their combinations relate to the psychology of buyers? What should you pay attention to when choosing colors? We will answer frequently asked questions and talk about color theory in this article.

Psychology of Color in Web Design
Psychology is a powerful tool in the hands of designers and marketers, because combinations of different shades can influence the behavior of website users. According to research, the human nervous system perceives up to 80% of color rendering, and only 20% is accounted for by the organs of vision. A color that will cause a surge of energy in one person can cause a burst of anger in another. Therefore, the choice of tones for a website should be approached with special attention: it is no less important than typography, the rendering of individual elements and even content.

When forming a color scheme — a set of color combinations that on page seo service will help create a harmonious design — the characteristics of the target audience must be taken into account. The perception of the palette chosen by the designer depends on the gender and age of the site visitors, their national and cultural differences. Thus, passionate red in the East will mean purity, and in Western traditions — love, strong emotions, leadership. Innocent white, which most people associate with purity and renewal, is considered a mourning shade in some countries. There are simple rules for combining colors for web design in accordance with psychology and the laws of coloristics:

Not bright, cold tones have a calming, relaxing effect. These include green, blue, purple and their shades.
For backgrounds and background elements, it is worth choosing neutral shades that are practically not memorable and do not evoke strong emotions: black, gray, beige.
Warm shades have a stimulating effect on the psyche, and in excess, they can cause negative emotions. The main palette includes red, orange, yellow.
When combining colors, you should focus on color theory and the color wheel: it allows you to choose harmonious tandems.
If the company already has a corporate style, it is essential to use its shades in the design of the corporate portal.
The ideal palette for website design includes no more than 5 colors. Experts recommend limiting yourself to 3-5 shades so that the resource looks harmonious.
Be sure to analyze your competitors' portals. See what colors are chosen for design in your business niche, and collect a pool of references before you start choosing your own color scheme.
Once you have chosen a palette, be sure to check how the colors and shades appear on different types of screens. It is very important that they match your expectations.

How can a color scheme increase revenue?
For a business that strives to create a positive image and attract the maximum number of clients, color combinations in web design are especially important. No website owner wants their page to cause negative emotions in visitors and be closed a few seconds after getting acquainted. The correct selection of color in accordance with the psychological meaning, perception and your own business niche can increase revenue and conversion.

Yellow
Bright and juicy, the tone charges with energy, stimulates appetite, sets you up for a positive attitude. Traditionally, it is associated with fun, carelessness and joy. The shade is suitable for the entertainment industry, children's goods, energy, agriculture, fast food, communications and logistics. It is not recommended to use the color on the websites of IT companies and medical institutions: it evokes a feeling of impulsiveness, is associated with instability.

Red
Designers recommend using passionate and rich red with extreme caution: its excess causes irritation and is associated with danger. At the same time, red and its tones in moderate quantities are associated with leadership, a strong desire to achieve a goal. The color is suitable for online stores of equipment and clothing, the transport sector, and the design of dating sites. It should not be used for the design of social networks and portals of medical institutions: in this connection, red is identified with anxiety and danger.

Blue
A color that is equally liked by everyone, regardless of gender and age. Blue is attractive and can be seen even by those who are color blind: that is why links are highlighted in its shades. It is associated with honesty, peace, stability and reliability, so it is ideal for social networks, the financial sector, airlines and car dealerships. You should not use blue in the identity of companies associated with holidays: it certainly does not evoke drive and fun. The shade is also not suitable for the design of portals related to food.

Green
The shade literally charges with inspiration and vivacity, restores strength and helps to calm down. This color of the site in web design traditionally evokes associations with stability and environmental friendliness. It is chosen to emphasize trusting relationships with clients and the safety of cooperation. The shade is suitable for the spheres of tourism, finance, cleaning, chain stores, medicine, food. It will look inappropriate in the design of fast food companies' sites, dating portals.

Black
Classic and elegance, rigor and style - all this is associated with a deep black tone. The color will add premium to any brand, except for the entertainment niches, children's goods, medicine and airlines.