Whether you realise it or not, colour has a huge impact on people. It permeates our lives, our communities, our countries and our world. It’s in the clothes we wear, the cars we drive, the products we pick up and it’s in the buttons we click on when we’re surfing the web.
Colours are visual stimulants that are talking to our primal brains all the time by asking questions such as: Is this fresh? What season is it? In order to answer those questions, you need to understand what colour means to people and this will depend on who you’re talking to. People’s cultural backgrounds and even their personal experiences will define what colour means to them.
Green and red, for example, are popular colours and they are both complete minefields. Green means ‘go’ or ‘yes’, but it can also mean money, wealth, nature, environment and envy. Red means ‘danger’ or ‘stop’, but it’s also a very passionate colour and it can refer to heat or delicious strawberry flavours, depending on the context.
To understand the use of colour on your website, you need to understand who your audience is. Research your audience, what you are trying to say, and the colours that other people have used to communicate the same messages.
It’s important to remember that consistency plays a strong part in colour communication and it’s hard to ignore. Warning signs, for example, are consistently red and yellow. Blue can mean that something is wet, cold or electronic. There are consistent colour messages in society for different things.