On its own, though, grey is rich with individual characteristics. If white is too stark or bland, try light grey. ![]() That means if black is too powerful for your design, try dark grey. By varying the vibrancy, grey can take on the properties of either black or white – attention-grabbing or repelling – to specific degrees. However, in the hands of an expert, this intermediary position can be a powerful tool. Grey is used sensitively on the Galvan Mobili websiteĪs the intermediary between black and white, grey exudes neutrality, or a lack of any particular sensation. The shoe company ETQ uses a dominant off-white background to keep the users' attention where it belongs: on the shoes. They are the more comforting and less stark alternatives to white. These offshoots of white are softer and even less noticeable, but with the same minimalist and complementary aspects. To soften this feeling of sterility, some web designers will tend towards an ivory or cream instead. Its association with purity can make it seem virtuous, but also sterile and cold. White has that 'spotless' feeling that, for the right site, feels completely effortless. ![]() In a supporting role, white draws out the elements of more stimulating colours, and can even guide your user's attention if you know how to use it (check out UXPin's Zen of White Space in Web UI Design guide to learn more).Īs a primary colour, though, white gives off an impression that is both clean and chaste. Literally the opposite of black, white pairs well with just about anything, making it ideal as a secondary colour. ![]() The colour psychology of purpleĪn off-white background keeps the focus on the shoes here It isn't often used for food-related sites because naturally blue foods are very uncommon and studies have suggested that the colour actually acts as an appetite suppressant. The colour doesn't suit everything, though. Trust is essential for financial advisors such as Evolve Wealth, so most of its site is designed in varying hues of blue. Light blue is the colour of water and the sky, so it generally has a refreshing and free feeling – and can be even energising if bright enough, while still retaining that reliable calm.ĭarker blues tend to be more sombre, heightening the security aspects, which makes them an excellent choice for professionalism. However, the calming effects also make blue a friendly and inviting colour, which explains its adoption by Facebook and Twitter.Īs if that weren't reason enough to use it, blue is also incredibly versatile its vibrancy has more drastic effects than other colours. Blue projects calm and serenity, and as such inspires security and a feeling of safety.įor this reason, blue is a colour often used by banks: CitiBank, Chase, Capital One and Barclays, for example, all use blue. You see blue on a lot of websites because it's the colour of trust. The colour psychology of orangeīlue can be calming and reassuring in web designīlue is one of the most popular colours in web design – and for good reason. Playful and stimulating, the red complements its cheetah logo – a powerful icon itself, softened by its cartoonish qualities and anthropomorphic smile. The landing page for the game design company Playtika has an aggressive but potent flair. ![]() Lighter shades emphasise the energetic aspects of red – including youthfulness – while darker shades emphasise power, and even durability, such as a brick wall. Its knack for attracting attention makes it a priceless tool for designers, but used excessively it will inhibit relaxation. Used here, red feels playful and stimulatingĪs a dominating colour, red adds gravity and heightened awareness – quite literally, as the colour increases blood circulation, breathing rates, and metabolism. Red can take on a variety of meanings in colour psychology because it's associated with both love and war, but the unifying factor in all meanings is a sense of importance – think of red carpets. The cool-toned colour creates a calm and understated elegance that aligns with the iconic image of the Grammy award, gesturing to its identity in sophisticated style. The official website of the Grammy Awards is a perfect example of how accents of gold can add a touch of class to a website. When used effectively, it can be a great accent against black or white, creating a subtle opulent feel to your website. Gold is best used in web design as a motif, rather than a dominating colour scheme, as too much gold can become gaudy and audacious. As a rare and precious metal, gold creates a sense of exclusivity and lavish luxury that elevates any brand identity when used in a sparing and tasteful manner. The colour gold represents a sense of regality and success – often attributed as a symbol of great achievement (think trophies and awards). The Grammy's website uses gold accents to match it's iconic award and create a sense of luxury (Image credit: Grammy's website)
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