Perhaps the most immediate impression we get from websites, documents or other materials is the colour scheme. This isn’t just about looking pretty. There’s a field called colour psychology that says different colours give us particular messages. The choices you make here can strengthen your message or create a jarring effect that makes it harder for people to trust you.
This post sets out commonly recognised associations for 12 colours, to help you understand their effects and choose the right ones for your work.
Quick jumps to colour sections
The power of colour
Whether we realise it or not, colour schemes spark off associations in our brains. We feel differently about warm colours and cool colours; about bright colours and muted colours. Colours can excite or relax us, signal trustworthiness or act as cues to particular values.
If you want to consciously communicate your message to people who visit your site and read your materials, it’s not just about picking colours that you happen to like. Choose a colour scheme that looks good and says the right things about you. [Read more…] about The power of colour for building your authentic brand