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Color Theory in Web Design: Choosing the Right Palette for Your Website

23 Aug 2023

Launching your own website seems pretty exciting. It’s a great way of painting a professional image and increasing your standing in the market. For this reason, it’s even more important to choose the right layout and colors. Ideally, the website colors should match the brand’s color and aesthetics. However, you have to determine how you will leverage the white space. 

This is important because the right color scheme and coordination can help you create an aesthetic and visually appealing website. It will ensure that people come to your website and stay there for a long time because they will be engaged. So, if you want to understand color theory and how you can choose the right color palette for the website, we are sharing the details!

Importance of Website Colors 

Colors are an important part of web design because it has the capacity to trigger different emotions and feelings. That’s because there is a psychology behind every color, and did you know that 85% of people make purchasing decisions depending on the colors? This means that if you use specific colors, it can have a direct influence on the conversions. 

There is another research that shows that colors can improve brand recognition by 80%, which is a huge number. For instance, if you think about Red Bull, blue and red colors will come to your mind. However, this doesn’t mean that this color scheme is the ultimate choice because you’ve to create a cohesive color scheme that aligns with your brand’s aesthetics. 

Choosing the Color Palette for the Website

To begin with, you’ve to have a clear understanding of what services you will be providing. That’s because if you want to create a top-notch impression or a high-end image, it’s better to use a black scheme because it shows elegance and it’s associated with premium quality. Still, you cannot use black if you want to express energy and fun. 

For instance, if you are launching tech services, it’s better to add blue to the color palette because it helps with security (did you forget about Facebook?). This is important because the website colors speak a lot about what brands have to offer. For this purpose, you must think about how your marketing, logo, and consumers will be influenced by the colors. We are mentioning this because colors have sociological, environmental, and psychological meanings. 

Selecting the Primary Colors 

The primary colors are important and can help you determine the overall vibe and aesthetics of the products and services. You’ve to find colors that complement your vibe, which is why we are sharing different primary colors and what they represent. 

1. Red 

Red is the ultimate choice if you want to show some energy, love, excitement, and urgency (yes, there are multiple meanings). It can help create a sense of urgency and will be suitable for drawing attention to specific parts of the website. The red colors work for emergency, marketing, food, energy drinks, and sports industries. 

2. Green 

Green is known to have calming effects, which is the reason it represents money, sustainability, nature, freshness, and relaxation. When the websites are integrated with a green color scheme, it will give the vibes of new beginnings, trustworthiness, and wealth. This color is a promising choice for medicine, environment, travel, tourism, and organic product websites.

3. Yellow

Yellow is a promising choice if you want to represent the sun, optimism, happiness, playfulness, and creativity. In addition, it creates a vibe of energetic happiness, especially if you choose bright yellow. On the other hand, a softer tone of yellow will create a calming sense. This color is a good choice for kid’s items, junk food brands, and cartoons. 

3. Orange 

Orange is associated with enthusiasm, ambition, and warmth. The websites that add orange color to the websites will be able to show excitement and warmth. In addition, it’s a promising choice for showing off the multimedia. It can be used for cartoons, phone networks, chocolates, and relevant brands. 

4. Purple

Did we just make you think about Cadbury chocolate? This is because purple is considered a royal color with a combination of wisdom and sophistication. It basically shows that the brand has high-quality standards and a long history of quality. In most cases, this color is used by brands that sell spiritual services, chocolates, and courier services. 

4. Blue 

This color shows loyalty, reassurance, wisdom, and dependability. In addition, it shows that the website is trustworthy and secure. This color scheme is a good choice if your services are related to the banking, tech, and social media industry. 

5. Black 

For the most part, black is used for timelessness, class, sturdiness, power, and authoritativeness. This color is associated with elegant and luxury items. This is because high-ticket brands tend to use black color, be it clothing brands or phones. 

5. Brown 

Brown is used to represent honesty, comfort, friendship, roots, and down-to-earth. When brown is used, it shows that brand products and services are suitable for everyone. In most cases, it is used by coffee and chocolate brands. However, the brands selling organic products can also use this color. 

6. White 

White is used for showing off spaciousness, virtue, purity, and simplicity. In fact, it shows user-friendliness and sleekness. That’s the reason we see so much white in high-fashion brands, tech-centric gadgets, and cars. 

Additional Colors

After choosing the primary colors, you have to choose additional colors that complement the primary colors. This is because you’ve to choose colors that make the other one pop (the web designing experts call them color compliments). For instance, a green background icon works better with a red circle rather than a blue circle. On the other hand, the blue circle looks pretty good with an orange background. 

Having said that, if your website is loaded with tones of green, you should opt for red to add a pop of color. You can use red in places where you want more attention from the readers. After primary color, you should only use one or two additional colors because too many colors look messy. According to the web designing company, the limit of four to five colors is the maximum. 

Keep in mind that this is different from using colors on promotional materials. That’s because you need a lot of extra colors on the promotional materials to convey messages about different things. 

Background Colors 

Choosing the right colors for the background is extremely important because it tends to take up the majority of space. Many brands take the easy way out by choosing a white color, but you’ve to focus on the branding and overall feelings that you want to communicate. The easiest and most effective option is to choose the muted version of the primary color, so you can solidify the branding.


For this purpose, you will need a grey or white overlay on the background to ensure the text shows up. However, if you don’t want to put in so much work, we recommend going for a beige or off-white color because they work fine. These colors look good and won’t stop you from making the texts and images prominent. 

Font Color

One of the most important yet overlooked parts is the font color. Once you’ve found the perfect color scheme for your website, the next step is to choose the text color. Many people just choose a black color, but the black typefaces are so outdated. In fact, if you use black fonts on white background, it can put a strain on your eyes because of 100% contrast. 

On the other hand, explicit colors should be used for important information and links. That’s the reason we recommend using gray text because it promises an inviting and softer look. Truth be told, not many brands experiment with colored fonts other than for logos and promotional material, but it’s time you ring this bell. The only thing you’ve to remember is to ensure that the text should be easy to read. 

Using Tools to Find the Right Color Palette 

If you are having a hard time choosing the right color scheme, the first option is to hire the best web designing company in the U.S. because they have the expertise. However, there are some tools that can help you find the right color palette. In the section below, we are sharing the names of tools that you can use to make your life easier!

1. Adobe Color 

Adobe is the ultimate choice when it comes down to doing the design work, and Adobe Color is a reliable option for choosing the color scheme. You can use this app to explore different schemes and color combinations. You can choose different types of schemes, ranging from monochromatic to complementary and analogous. In addition, there is a library with predesigned color schemes that you can choose from. 

2. Paletton

This software has designed a color wheel, which can be used by beginners as well as intermediate and advanced users. You can use the predesigned combinations or run the wheel to create your own combination. The color wheel can be used for generating triad, monochromatic, adjacent, and tetrad colors. There is an option to choose four different colors. When you choose the colors, you will be able to use the simulator to determine how they will look on the website. 

3. Colors

This software has features to help you select a color palette from photos and explore different color schemes. In addition, you can create your own color palette. There are multiple extensions and add-ons available, so you can get help in color creation. This software will help you generate multiple color schemes and provide insights about different colors. 

4. Palette

This is different from the previous tools we mentioned because there is a search bar available, so you can enter your requirements. In fact, you can write down the brand concepts, and it will generate the perfect color schemes. Also, you can give it a theme to design the color scheme.

4. HueSnap

The users have the option to choose a specific color and take a look at the complementary colors. In addition, you’ll be able to determine how the primary color will look with different colors. Also, you can upload a picture to extract the color scheme. The best thing about this platform is that you can share the selected color scheme with different people. 

5. Khroma 

This is one of the best color palettes generators available out there because it’s based on a specific algorithm. It learns from different color palettes available on the internet, and you can even choose the specific colors that you prefer. In addition, you can search for different color combinations with different hints and tints. 

6. Canva

Canva has become a go-to choice for designers, but they have a color palette generator that allows the users to upload pictures and create a color palette depending on the pictures. This is a promising choice for brands that already have the inspiration picture because it can capture your brand essence. Also, you have the option to browse through different color palettes.

7. Color Safe

This is one of the most effective tools available for expert web designers because it can generate color palettes, which can be accessed through WCAG. For those who don’t know, this is the web content accessibility guidelines. Also, the users can choose a background color, along with typeface size and color. 

Bonus Tips to Choose Website Colors

At this point, you must have a clear understanding of which color palettes you will use for the website. However, there are some bonus tips that can help, such as;

  • Make sure you use consistent saturation because it helps strengthen the brand's appearance. For those who don’t know, you’ve to adjust the brightness.

  • If you have a strong connection with a specific color, it’s better to choose the same color but use different tones. 

  • Use the in-app simulators to see how different colors will look on your website and make adjustments accordingly.

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