Friday, September 4, 2015
What is your favorite color? It’s a seemingly straightforward question that we’ve all been asked. Most people are quick to answer with a simple blue, green or red. When we pose this question to our clients during the design consultation, we often encounter a similar response from clients who haven’t really given it much thought and instead go with the norm. They explain that they want their site colors to be blue and gray or white and blue; they’ve taken their cues from competitors and assume that these colors must be optimal for performance. The truth is that most of the neutral color schemes have been overused and they fail to serve their purpose. That’s right, the colors on your site do indeed serve a purpose and should be carefully selected to create a website that is not only aesthetically pleasing but also effective in capturing the attention of visitors.
Your primary color is of course of great significance. It will shape the entire design and will immediately set a tone for new visitors. While you can make your primary color fuschia, we don’t usually recommend such extremes. Instead a toned down hue is likely more appropriate. We should note that white can be a primary color; we often get this request from firms who prefer a very modern, clean look. While an abundance of white space can be helpful in setting this tone, it’s absolutely imperative that it be combined with a powerful accent color which brings us to our next point – secondary colors.
Once you’ve determined what your primary color will be, it’s important that you find a complementary color that will help to enhance your site, create visual intrigue and guide users’ eyes to various design elements and calls to action. Far too often, firms fear the bright accent colors of orange or purple, but these colors, when used appropriately, can add another level of depth to the design and really help to create a site that is on trend with current design best practices.
Finally, every site needs a tertiary color which will be used throughout the site to denote “hot spots” or action buttons. Things like a submit button or quick call feature with one-touch capability. It’s important to note that links should also have a unique color which helps visitors to identify them immediately.
Selecting the best colors for your brand and website is in many ways a science; it requires an understanding of your audience, a mastery of color schemes and a creative vision to combine them all into a design with balance and rhythm. Instead of relying on the colors that you’re used to on legal websites, take time to work with a designer who can help you to identify your firm’s colors which are reflective of your unique personality.
At Zola Creative, we’ve helped over one thousand firms through this complex process. Contact us today to learn more about our branding services.