The colour scheme used by big brands in web design & development comes down to science and manipulation in order to evoke a specific emotional response.
Large technology companies such as IBM, HP, and Dell along with popular social media websites such as Facebook, Twitter, Tumblr, Vimeo, Flickr and LinkedIn that are often led by engineers instead of web designers tend to choose the colour, “Blue”. In fact, Facebook even split-tested 41 shades of blue to determine which web design colour produced the best click-through rate. If you think that seems a bit ridiculous, think again because the analytical research provided by that data helped adjust and increase click through rates to earn the company an extra $200 million a year per annum.
You may be wonder, why the unwaveringly blue theme? All the factors of trustworthiness, strength, loyalty, and dependability are essential to brands that connect through communication and technology.
If you’re a technology company that tend to, “think different” than you may opt for the colour, “Silver”, which represents lifelessness, prestige, wealth, and mental telepathy. In fact, ever since the switch from the early rainbow-coloured Apple web design logo and Tim Cook as CEO after the passing of Steve Jobs back in 2011 many consumers of Apple products felt a loss for the former marketing inventor it once had which could be arguably indicative to lifelessness. Many people have criticized Apple products for being expensive, starting numerous flame wars over PC vs. Mac, and the belief Steve Jobs once held that he could, “could see things into existence” with unstoppable dedication and determination.
Web Design colour choices vary between every industry for example brands connected to the food and drinks industry such as McDonalds, KFC, Subway, etc. typically use the colours Red, Orange, Yellow, and green in web design branding. It is widely believed by many that the web design colours used represent and establish the desired values: optimism, energy, health, and quick decision-making.
While many believe that colours affect human behaviour is the equivalent of trusting tarot cards, Psychologist reports conclude that colour combined with various factors including culture, religion, personal references, etc. have a significant impact on determining human behaviour.
When it comes to marketing and branding the correlation of web design colour to customer purchasing behaviour in web design, the studies about colour psychology show a dramatic increase in spending habits. Regardless if you agree or not with the science, taking advantage of the knowledge and successfully implementing it into your business marketing plan may help to increase sales.
Looking for the common web design colours used by your brand industry to help build the positioning and perception of the product and services you provide in the minds of consumers? Check out the Infographic provided below:
Courtesy of: Designmantic.com
Using colour to connect your brand isn’t limited to web design, logos, or print media but can extend even to the colour of web design hyperlinks as well. Remember to always split-test your designs to determine what works and what doesn’t?
What colour scheme do you use for your brand? Have you got any web design tips and tracks to share with other graphic designers out there?