We have talked about the use of colour and how it can help us transmit what we are looking for many times. This choice can never be random but must be perfectly thought out and calculated because otherwise the psyschology of colours will not serve us.
We have already seen several examples of how the use of colour in film takes us to the atmosphere that the director needs or how we have to use it in our logo to get the feeling we want. That is why today we are going to focus on the web.
There are key places where the colour should be used in one way or another and there are errors that we cannot commit with the colours of our web, but there are also spaces in which we can use the colour to get the users to focus their attention and so get them wherever we want.
A web is a very wide space, and there are multitude of elements and places in which to use the colour, so it will depend on what we want to get, where, and in which way. What it has to be taken into account is the strength that these have, so this decision, which a priori may seem simple, is very important and you have to be very clear about how and where to use it.
Colour in images
Normally when we talk about colour, we think of text, illustrations or buttons on the web, elements that we usually design, but there are others like images that play a fundamental role. Like we choose between one or another image for how attractive it is and why it transmits, it is important that in that election we take into account the colours of it.
These should be in line with the web, so that once we know what we want to transmit, we print contrast if it is what we are looking for or mime with it, if we prefer this option.
Its position has to be perfectly thought out. We have to take into account in which parts of the web the eye is centred, if in that place we want the text or the image and the way in which these two elements are to be combined.
Before choosing the image take into account what is what you want to achieve with this, whether it is an element of support for the message or contrast. Do not forget that the images have a lot of power and that it is so important to know how to squeeze it but not go over it.
Colour in texts
As we were advancing, another of the basic elements is the text. The importance of the colour that we print in combination with the images and other elements of the web will get the message we want to be transmitted.
Anyway and as we talked in this article, what is important is that the colour never leave aside the readability, so the colours we use should always allow to read and therefore transmit the message.
In this way, we can print colour to the titles or the links for the users to focus their attention on them, or to transmit a message with a coloured text. Think that if you have greyscale text and a colour element appears, attention will quickly focus on that element. The text can be a good element to “play” with colours.
Colour in buttons
It is also an issue that we have expressed on numerous occasions. If the button is a call to action, obviously your colour will have to stand out above the other elements.
But you also have to be careful with this. If we are before a web without too much colour and suddenly we give colour to a button, we have to be aware that quickly the attention is going to be centred on this one, reason why it is not necessary to emphasize it too much.
Colour must always be on your side and use it to your advantage. The design of the buttons is a complicated point, because these are very important elements in the development of a web, so its colour has to be perfectly defined to create the effect we want.
Colour in backgrounds
There are times when an image or an illustration give us more strength than we are looking for our website, so we resort to flat or degraded backgrounds. With them we get the eye to focus attention, but depending on the tone we give it, we fit the attention to other elements.
Sometimes, what we can do is to include some element of attention inside the flat bottom, so that we take the user’s view to a specific point of the same.
In the end, as we said in the beginning, the decision of the colours we use on the web will be of vital importance, and to a large extent will depend on the success of it. When designing, we must take into account certain factors, such as clarity, legibility and hierarchy of elements; so that each one of them occupies the place we want and above all fulfil the determined function. The colour we print will be the best companion to get it.
Let’s look at the elements individually, but above all as a set, so that each of the sections that we talked about in the article, agree with each other and the result is a dynamic and creative web that works above all.