How To Choose The Right Colors
For Your Web Site

Contributed by Heather Oviatt

Sometimes we know the color scheme of a web site is wrong just by looking at it. It’s too childish looking, or too dark. However, it’s much harder to know exactly what the designer has done when it looks right. Here are some helpful hints for any designer who wants the colors of his or her web site to look just right.

First think of your target audience. Are they young or old? Creative or professional? After you’ve decided on your audience, think of some colors you associate with that group. Don’t worry, I’ve included a list of colors and their potential audiences just in case you’re at a loss. There are definite color schemes associated with different groups. A web site made for children will feature bright colors whereas one for musicians may feature darker colors. You just want to be aware of the associations colors have so you don’t end up designing a pastel colored site for bankers.

Pick a main color that is appropriate for your audience. This will be the dominant color of your site. Then pick two more colors. These two should contrast with the first color chosen. If you picked a neutral like crème for your main color, you could use light blue and orange as your contrast colors. These will be what you use as accent colors.

Tip: When choosing colors, make sure that the colors you choose are ones that are present in all the programs you use. If you are using Word and Photoshop® to design your site then check the to make sure your colors match up. If you are unsure of how to work in color in your program, you should take a Photoshop class or a Microsoft® Word online tutorial.

Play around with color during the design process. Your goal is to make your web site eye-catching while appealing to your audience. Have your friends or coworkers look at several different designs and tell you which one they think gets it right.

Now here are some colors and their possible audiences:

• Black: Black is a color that implies sophistication. Therefore, it is suited for audiences such as the wealthy, artistic, gothic, punk, and musicians. Avoid using in web sites strictly aimed at children, women, or on sites that are trying to project a happy or peaceful appearance.



• Brown: Brown implies reliability. Use brown in web sites that are trying to convey stability or trust. Avoid on sites that are trying to convey creativity or playfulness.



• Dark Blue: Dark blue conveys strength and power. Would work well for political, business, or self-help web sites. Avoid using in sites for children, or charity sites.



• Light Blue: gives the feeling of peace. Light blue is the only universally usable color. Appropriate for all sites and it goes with all other colors.



• Orange: Implies energy and spontaneity. Works great on sites for children, artists, or sites that are trying to empower or organize. Avoid using on professional web sites as it can appear immature. Orange is a great accent color to use if you want to really catch someone's eye.



• Red: Conveys energy and power to your audience. Good for political, artistic, and fast-paced business sites. Avoid over using or using on more conservative or peaceful sites. Red is the best color for warnings or sales.



• Purple: Can give the feeling of opulence or childishness. Great for children’s or women’s sites. Avoid using on men’s or professional web sites. Purple can work surprisingly well if used sparingly as an accent. Lavender shades give a feeling of peacefulness.



• Green: Can imply wealth or comfort. Green is almost as universal as light blue. However, if you are designing a web site for a nonenvironmental charity, it’s best to avoid it as it can make you look like you don’t need the money.



• Yellow: Gives of energy and youthfulness. Great for web sites geared towards children, women, self-help, or charity. Avoid using yellow on serious or professional sites. Bright yellow is great for highlighting.



• Grey: Grey is a serious color. It works well on society, professional, artistic, or meditative sites. Avoid using grey if you need to convey energy.

Having gone through all the colors, I feel I should say that rules were meant to be broken. Therefore, if you really feel as though a so-called inappropriate color is necessary for your web site, then you should trust yourself and use it.

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