I had an interesting experience a few years ago that made me really think about perception. Colors, and what they do for the human mind. Choosing a color scheme doesn’t seem like a huge decision. However, they have a much bigger impact than you might realize.
I used to visit two very similar sites; run by the same person. Basically one was his main niche, and the other was a similar one that he was cross marketing. Many members of the original niche site were very interested in this add on site so most of them joined up there as well. (Including me)
The sites were pretty much identical. They were made with the exact same UBB board scripting, and forum set up. Almost all the same people were there, and things were run exactly the same way. Something was still different though, and I couldn’t put my finger on it.
The only real difference between the sites was the color scheme. The main site that I liked had a very bright color scheme. The second site had a very dark scheme. I finally attributed this factor to my seemingly unwarranted dislike of this new site.
I began observing, and noticing that I felt the same way about many other sites. I would always spend more time at a site with a brighter scheme. There’s plenty of research on colors, and what they mean to us.
Often times darker colors are depressing, and people shy away from them. White is a popular color, not only for uniformity, but for the emotions is portrays. It’s a very bright, and happy color. People like to be around it. Stores are usually well lit, and painted in pleasant colors. It makes people want to be in a place more.
Many times certain colors are used if you’re marketing to a certain demographic, or going for a theme. A business site for a lawyer or doctor will most likely use more toned down colors such as browns, and beige. A site aimed at children will most likely use brighter, and fun colors.
Many colors are believed to effect other brain impulses such as hunger too. McDonalds uses the color red, because it stimulates this effect. Other colors such as soft greens or blues could make the person feel very calm, and relaxed. Many websites choose to go with a white background, and a bright highlight color. Something such as blue, green, or red. The white background says professional, and the colors make it a little less boring. Often used to highlight areas such as navigation, ad space, or other areas you want the user to look at.
Important words are often highlighted in red or green. Our brains are programmed to believe red means stop. It’s often used for text that may have pertinent information to display. Green is usually used in associated with moving forward or sometimes for money. If an item is on sale, or you will be saving money it’s often highlighted in eye catching green. The contrast on white is immediately eye catching.
I’ve always been very interested in how the human brain works. Some people are amazed at how this information can be used, and others are appauled by it. I’m simply curious.
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