There is a reason why we call web design web design. This is because it is not just a tech job, but also one that involves artistry. All websites convey a mood, and a large part of this is through how we use colours.
Consider a consultancy company. Take any of the Big 4 or the MBB. You’ll notice bold use of their company brand’s colour, alongside very large pictures. The company brand colour conveys their identity as a reputable big player in the industry, while their enlarged pictures portray the industries the specialize in. All these combined create a sense of fast-moving competence, heavily engaged in the fast-moving international business landscape.
Now consider luxury brands, from watches to handbags. What you’ll notice is a more minimalist colour scheme, with extremely high-resolution photos showcasing the refinement of their products. These colours are often pastel and muted. This is to convey a sense of graceful slowness, one reflecting the lifestyle of those who make these purchases.
But it is a very different story for ecommerce. From Taobao to Amazon, colours used are bold, bright, or even gaudy. The bright orange of Shopee is meant to be like neon signs on a shopping street, attracting customers to its endless rows of goods. It compels the eye to scan quickly across the wide catalogue, all in relentless search of bulk purchases.
At the end of the day, what colours we choose must depend on what our website’s business is about. Carefully choosing colours for a website, while seemingly innocuous, is a wise decision for your business.
