How to Pick the Right Palette: The Importance of Color in Web Design

What does color theory have to do with web design? Here's everything you need to know about the importance and power of color in design.

Is your brand undergoing a new web design? Or perhaps you’re considering an online overhaul for your company? Either way, one of the trickiest parts of planning a new website design is choosing the right colors to work with your brand.

After all, color in design is so important. The right hues can be used to attract attention, express emotion, create desire, drive sales, and even earn a customer’s loyalty. And making a poor choice in coloring can do the opposite, deterring visitors and driving them away from your website.

But how do you choose the right colors to work with your company? Don’t worry, we’re here to help. Keep reading for our quick guide on how to choose the right palette for your website design.


Do you already have an established business? Then it makes sense to begin with colors you already use in your branding before introducing new colors that work well with them.


The colors you choose for your web design must represent the emotions and feelings your brand aims to convey. Learn to understand your target audience and research what they respond to, so you can use colors that they can connect with.


What kind of emotional response are you hoping to achieve from your audience? Perhaps you’re a sunscreen brand that promotes happy and healthy days spent outdoors. In this case, you’ll want to opt for warm color schemes featuring shades of orange and yellow, rather than a moody color palette of dark blues and greens.


It’s also a good idea to consider recent trends in color pairings, to help you craft a website design that’s trendy, new and progressive.


Consider how the colors you want to choose work together – it’s not as simple as selecting your favorite shades and hoping for the best. The harmonies must work well together to achieve a look and feel that you’re happy represents your brand.

Begin with a dominant color, then begin to layer your palette with other shades. Darker colors tend to be noticed first and offer more visual weight compared to lighter hues.

Remember to always be careful about using too many colors in web design. Too many shades can confuse the eye, causing eye fatigue and overwhelming browsers. If a cluttered web design gives consumers a headache, then, of course, they’ll click off.

Introduce new experimental colors one at a time to reduce the risk of chasing customers away.

Choosing Color in Design

Choosing color in design isn’t just about selecting the shades you like. The colors you choose should strengthen the look and feel of the website and the branding of the business. Always be aware that sometimes colors that look great on their own may not look as good together.

Do you need help with new web design?

We’re here to help, and we can even assist with choosing your color scheme. Receive a web design quote here and say hello to a shiny brand-new website.

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