As we all know, colour is essential in design, but many websites seem to have been designed with very little thought going into the actual use of colour. When done correctly, the results can be much better. Here are a few ideas you might consider if you want to successfully improve the experience of your users with smart colour use.
1) Draw attention to focal points
When your UI features a relatively subtle background, you can add contrasting bright colours to direct your users’ eyes towards the most important points. When colour stands out against everything else on the page, it makes it very clear where you are supposed to look first.
2) Add contrast to your images
You can use an inverse strategy by choosing strategic colours for backgrounds on your images, especially if you’re trying to sell a product. Whatever the colour scheme of the thing you’re trying to show off, there will be an ideal colour to make it look much more dynamic than it would on a plain white background. Usually, something dark but vivid can be a good place to start.
3) Consistent patterns build trust
Using colours properly can actually build up a psychological relationship with your clients and instil a feeling of trust. How is this possible? The human brain is constantly looking for patterns so it can establish familiarity with something new. Colour is a deceptively simple solution to achieve this. You can quickly help users recognise how your UI is supposed to work by using consistently repeated colours for similar features and functions, and this will make them feel more relaxed about your brand.
4) Create expectations of importance
Following on from the patterns you’re starting to create, people will begin to notice what colours are associated with the most important features on each page of your website. For example, if your key introductory text is clearly marked on a brightly coloured background in every case (preferably in the only prominent colour on each page), people will start to immediately look at this even when you present them with a new layout.
5) Stick to similar tones and schemes
Colour is not as effective when you start from scratch with every single page. On your website, you are better to stick to a consistent scheme so people start to understand and recognise your brand identity. Colours used in your design elements should not necessarily be identical, but a great palette should usually consist of a few related tones.