Choosing an appropriate color palette for your brand can be overwhelming but is a significant step in taking your product or project and making it appeal to end users while aligning with your business goals.
BUT it doesn’t have to be overwhelming. So we want to talk about some approaches that should make picking a palette easier for you.
The conversation surrounding accessibility in design is growing. Designing for a colorblind user, or someone who wears prescription glasses, is just as important as designing for somebody who doesn’t.
Many of the world’s 200 million visually impaired people suffer from decreased sensitivity to certain colors and contrast. Not ensuring there’s enough contrast between two adjacent colors will make it especially difficult for hard of seeing people to navigate your interface. Consider placing light elements against dark backgrounds to make everything clearer.
OVER USE OF COLOR
Overusing colors will only mean weakening the strength of each color you’ve decided to use. For example, if you use color to visually group too many overlapping sets of symbols, your users won’t know where to look.
When choosing a color palette it shouldn’t exceed six colors, but should ideally be three or four. These should comprise one dominant color, one standard color, and two accent colors.
Using whitespace will ensure that your user’s eyes get an occasional break!
FORGETTING THE USER
Designing is intended very specifically for the end user. While the personal preference of both the designer and the client can factor into it, it shouldn’t heavily influence the chosen color palette.
All too often, mistakes when not taking into account the end user will result in a website that you and the client will love, but the users won’t.
PICKING GREAT COLORS
Choosing a color palette is one thing — using them effectively in a visual design is another. Colors can look great out of context, but once they’re applied to a particular design project, the palette can fall apart.
Using as few colors as possible in close proximity can calm down a design. For example, using different kinds of blue for text, icons, and borders can work nicely. This approach leaves us the option of using a different hue to highlight something when we really need it to stand out.
TRYING TO DIFFERENTIATE YOURSELF FROM YOUR COMPETITION
It’s detrimental to try to stray too far from what the other websites in your sector are doing. This is mostly because of color psychology, the study of how colors can influence human mood and behavior.
If your service requires a considerable amount of trust from your users (for example, an online banking service), color psychology determines that you should opt for blue. A color generally perceived as authoritative, dependable, and trustworthy. Opting for yellow or pink when most of your competitors have chosen blue as their base color could mean losing leads. Try using a version of that color that feels new and fresh—without being so ‘out there’ that people wouldn’t immediately recognize what your brand offering is.
With all of that being said, before starting to pick colors use principles like “direction over choice,” “appropriate over consistent”, and “evolving over finalized”. This way of forming principles also works for colors: white over gray; harmony over disconnect; cool over warm.
STILL NOT SURE WHERE TO BEGIN?
Let the experts at Volt Studios help!
With a highly diverse team in marketing, graphic design and tech engineering we can help you craft your online business from start to finish.