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In how many different ways does
your website communicate to your visitors? The answer is
two. The first avenue is the copy (your writing), while
the second is the choice of colors you use. This report
is the first is a two-part series on understanding how
your site communicates to your visitors. In part one, we
will learn about how colors affect and influence the
mood of your readers. Part two will explain how to use
words and phrases to propel your visitors to take
attention. So what color is your website?
During site creation, it is very easy to fall into the
trap of “if I can, I will” thinking. This method of
thinking is very dangerous. The premise is if I can
create a site with 256 differently colored words,
backgrounds and graphics, I will. Your site may look
great, but what will you accomplish? The disadvantage to
creating a single site with dozens of different colors
is color compatibility between different operating
systems, monitors and browsers. If the browser of your
visitor cannot show an exact color from your website, it
will choose the closest or mix the nearest two colors.
This is called dithering. The result can be something
you did not want or expect.
The best way to avoid dithering is to optimize your site
colors. The best way to optimize your colors is to use
the colors in a 216-color palette.
You can also find additional information on dithering by
searching by the following words: dithering, avoid
dithering and halftones.
By designing a site with this in mind, your site will
appear as it should to all of your visitors.
Now that you have learned about dithering, let’s learn
how colors evoke a broad array of emotions, and
influence our decision-making process every day. By
using these nonverbal clues to your advantage, you can
influence how your visitors feel about your site.
Colors and How to Use Them
The three primary colors are yellow, red and blue. The
secondary colors are orange, green and purple. The
secondary colors are the results of mixing two primary
colors together. Yellow and red will create orange.
Yellow and blue will make green. Blue and red will
create purple. Of course, mixing secondary colors with
primary colors will further increase color variations.
Here are some of the emotions and moods commonly
associated with the more popular colors. Remember, these
examples are broad emotional definitions for each color.
Red: Red is designed for the daring, persuasive
and passionate. It also represents “danger”, “stop” or
heat. Red can be a very powerful motivator when used
with proper corresponding words. Words and phrases to
highlight with red include: “Act Now”, “Stop”, “Order
today”, “Red hot”, “Don’t miss out” or “Don’t miss this
opportunity”.
Blue: This favorite color for many individuals
promotes trustworthiness, success, seriousness and
calmness. Use blue in the beginning or end of your sales
pages. This should help to encourage the trustworthiness
of your site. Here are some words and phases to use with
blue: “Our history”, “Our mission statement”, “Slow
down”, “Quiet”, “Calm” and “Teamplayer”.
Green: Money, security and conservative emotions
are evoked by the use of green. Here are some examples
to highlight with green: “Order from us”, “Secure”, “We
don’t gamble with your money”, “Education” and “Your
future”.
Yellow: Yellow is thought to be playful and
associated with movement. In most cases, use yellow in
logos and banners and not highlighting text. Yellow can
be difficult to read on white and certain other
backgrounds. A few good words to highlight with yellow
are: “Hurry up”, “Get it now”, “Go” and “Fast”.
Black: Hopelessness and high tech can describe
black. Black is lifeless, however, it is the backbone of
internet pages. You can use black with any word or
phase.
Purple: Purple represents royalty and justice.
Purple should be used sparingly in website design,
because it also promotes ambiguity and uncertainty. Some
words purple could highlight include: “Law”, “Fairness”,
“Hierarchy”, “Family” and “Honor”.
Neon colors: Neon colors should be used for sites
with teenage audiences.
Medium/neutral tones: These colors should be used
on sites with an older target audience.
Colors speak their own language and evoke emotions
instantly. Use colors sparingly, yet intelligently, in
the creation of your website. Once you understand how to
intertwine colors into your site, your sales should
increase.
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