Color Primer for Interactive Marketers

Which colors look best on a Web site? How much color should be used? How will the color look on different monitors? Does the color match the sites theme?

Web site designers, marketers and business owners each face these questions about effective uses of color in the online world. According to graphic designers and Web site experts on faculty at The Art Institutes International at San Francisco, seemingly simple decisions about Web site colors dramatically impact the sites look, feel and effectiveness.

Choosing colors for online use is not a simple decision, however. Many factors influence the designers choice of color. Here are some suggestions to consider the next time youre involved in choosing or approving colors for a Web site or other online purpose:

Match Colors to Existing Marketing Materials

For a business or other commercial site, designers should learn what colors are currently used in all other marketing communication materials, including sales literature, brochures and advertisements. While there may be a strategic purpose to use a different color scheme, the online colors should generally match the look and feel of the printed material to keep a consistent marketing look.

Use Colors that Match the Site’s Theme

The colors should match the theme of a site, such as brown and green for a 1950s retro style, a chocolate color for a gourmet food site, brighter colors for a childrens site, and green or gold for a site about money.

Take a Less-is-More Approach

Dont use too many different colors on the site thats a common mistake among amateur designers. Instead, strive for a "less-is-more" approach with a few colors that really work well on the site.

Use the Right Color Contrast to Ensure Site Readability

Traditionally, nothing is more readable than black text on white background. In fact, some people would argue to rarely venture from those colors when designing a site to be as readable as possible. However, "there are other color variations that offer good readability and arent as boring as black and white," notes Gwen Lewis-Huddleston, a graphic design and color theory instructor at The Art Institutes International at San Francisco. "Designers should constantly think about communication and legibility. Too low contrast can cause eyestrain, while too much contrast is loud and monotonous. In these cases, the message will be lost."

Use "Printer-Friendly" Color Designs

If youre using a dark background with light text, consider making a printable version to ensure that it will print properly. Dont use unusual colors or designs on the background, since some browsers cant filter out backgrounds when printing.

Understand the Basics of Color Psychology

Some colors feel warm and inviting, while others feel cold. "Color choices have a psychological and emotional effect on the user, so choose them carefully," notes color theory and drawing instructor Terry McClain, a faculty member at The Art Institutes International at San Francisco. Complementary colors (those across from each other on the color wheel) are often good choices, while designers should stay away from red-green, yellow-green and yellow-blue combinations. "The colors of green and red are frequencies of similar wavelengths," says McClain. "Viewing them next to one another can often be difficult, since your eyes color receptors try to adjust between the two."

Modify Common Colors to Add Interest

For example, blue can be much more interesting when mixed with a little yellow. Or, tone down the red by adding a little green or black.

Check How Colors Look on Different Monitors

Different monitors and browsers display colors differently. A dark blue may end up looking black, making the site look ominous. Check the colors in varying color depths, in grayscale, monochrome and on a cheap monitor. Most users wont have high-end monitors, so be sure you know how the colors look to the masses.

Learn From the Experts

Consult a graphic designer or other color expert if you really want to choose an effective color scheme. Plus, there are plenty of color theory resources in bookstores, libraries and online. Companies such as Pantone offer color-forecasting products, while the Color Association of the United States (www.colorassociation.com) and Color Marketing Group (www.colormarketing.org) both produce annual color forecasts. "Web designers should at least read a book or take a course in color theory," advises McClain. "It seems too many people learn the software but dont apprehend the aesthetics of color and design."

Web site designers have plenty of options in using graphics, animation, pictures and content, but they all still have to face the basic question of which color scheme to use. Good color choices are a fundamental part of keeping users on the site instead of discouraging them with annoying or inappropriate colors.

Dan Soine
Contributing Writer

About the Author

Dan Soine is the Director of Public Relations for The Art Institutes International at San Francisco tel 415-865-0198

:To contact see details below.


soined@aii.edu
http://www.aisf.artinstitutes.edu