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From the author: good afternoon, friends! Today we have a difficult and very voluminous topic in turn - creating a website design in Photoshope. In general, all that concerns the…

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The combination of colors in web design as an effective marketing tool

From the author: the web designer has in his arsenal many tools for interacting with users using color. The combination of colors in web design is an effective marketing tool, however, it should be used very carefully so as not to get a tear-eye design that leaves users unpleasant sensations and shaky nerves.

This, of course, is an extreme example. The main idea of ​​my article is that design should be not only functional and useful, but also emotionally attractive. To do this, you need to carefully consider the color palette of the site, which is a set of colors used in the development of web design.

The site’s color scheme is subject to quite serious requirements, since the combination of colors for web design will not only determine the look of your resource, but will also be associated with your brand on the Internet. Most sites have a palette of 2 to 4 colors, not counting black and white. Let’s try to figure out how to create the most attractive and effective combination of colors in website design.

Choose the main color
If you already have a logo ready, it is best to use one of its colors as the main one. If you need to pick up a site palette from scratch, then you have to use another method. Analyze the target audience of your resource in terms of social or age color preferences.

Take, for example, a wedding-themed website. Our brides wear white dresses, symbolizing innocence and purity. In China, white is considered the color of mourning, so Chinese brides dress up in red dresses, because red for the Chinese is a symbol of love, happiness and good luck. Add more yellow paint here and get the color of power and wealth.

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With all these cultural nuances, it is very difficult to find the perfect color combinations for web design that really suit your site and work for it. Therefore, many self-respecting companies make local versions of sites for different countries and peoples.

The safest colors are purple and blue. Violet everywhere except Thailand is considered the color of wealth, power and high social status (in Thailand it is a symbol of sorrow). Blue is associated with optimism, confidence, happiness. True, in Japan it means atrocity, and in India – sadness.

Types of color contrasts
In the article Basic principles of using color in web design, I promised to tell you more about color contrasts. Knowing and applying the basic principles of contrast can be an effective tool in your arsenal of web designers.

If you are just starting out with web design tools, I advise you to turn to comprehensive video courses, including special lessons in color.

So, with the help of contrast, you can enhance the visual interaction of the user with the interface of your site, for example, make you pay attention to the necessary elements of the site (sections, buttons, banners, etc.).

A contrast based on a comparison of opposing properties is especially effective. So, smooth contours stand out against the background of sharp, and dark transitions are more noticeable against a bright or light background. The possibilities of using contrast are limited only by your imagination.

In his book, The Art of Color, the famous Swiss artist and color expert Itten Johannes describes seven types of contrasting contrasts. In today’s article, we will not consider all contrasting schemes, we will dwell on three of them in more detail:

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Contrast in tone. This type of contrast should be used carefully, preferably in combination with other types of contrast, and only when it is justified. The most pronounced contrast in web design is the combination of three colors: red, yellow and blue. The farther the combined colors stand in the color wheel from these three, the weaker the contrast in tone.

The contrast of light and dark. The strictest contrasting pair consists, of course, in white and black. Among complementary colors, the smallest contrast of brightness is between green and red, the largest is between violet and yellow.

Our vision is more sensitive not to the color gradations of objects, but to the nuances of their brightness. For a web designer, the ability to harmoniously spread out dark and light spots in the design of a site is the key to effective design.

Cold and warm. It is not surprising that cold and warm tones are associated in humans with temperature. This is due to the fact that the earth’s atmosphere colors distant objects in bluish tones.

Thus, the farther away an object is from us, the colder we imagine it. This property is intensely used by both artists and web designers in order to evoke the desired emotions in the user.

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