Know What Your Website Color & Fonts Say About Your Business
Aug 16, 2019
Remember that feeling when that person in that party walks into the room and instantly grabs your attention? Confident, dressed just right, making the right jokes and smelling faintly of a magical promised land.
That’s precisely how your brand’s customers should feel when they step into your website. Like the stars aligned and they landed at the right place. The brand colours, fonts and every detail of the website have a significant role to play on this experience.
A website is a window into a brand’s soul, its colours functioning just as an extension to the brand, and the fonts acting as the perfect accessory to complete the outfit. The colours and fonts associated with the website have a lot to do with the brand image than you could imagine. Ever witnessed a brand selling baby products having bright purple and black as the theme? Or a cut-throat real estate firm sporting dusty pinks and soft blues?
There are specific psychological implications for each colour of the colour wheel, which are predominantly settled in our subconscious mind, and it is easier to comply with the natural psyche than to fight it. There are specific colours and fonts which communicate to a particular type of audience.
A brand starts to speak to its audience even before the audience gets a chance to read the website content. This is why it is crucial to connect with the audience with the aesthetics first and coax them into the website gradually. Your customers should feel right at home like they have found the solution to their problem already.
Emotions are intense, and whether you like it or not, can impact one’s decision-making process. Colour and font speak volumes on its own. Correctly harnessing that colour and font can provide you with a shortcut to your client’s heart. It can appeal to their aesthetic appetite and invoke an emotion which is hard to decipher or resist. Result? They stay on longer. They linger. They might just make a purchase! You are welcome!
It is not a strict rule that specific colours or fonts will represent only a restrictive genre of brands. But, in general, here are the different meanings of different colours used for websites:
Red - Considered as one of the best colours to draw attention, red stands for danger, passion, excitement and anger. It definitely triggers the opposing emotions and increases the heart rate. It is preferred that one uses it as an accent colour or in moderation, or it can be overwhelming for the user.
Orange - Orange represents playfulness, vitality and friendliness. It inevitably draws attention, but unlike red, it is not overwhelming. It is invigorating and evokes energy, in a positive way, that is assertive and yet balanced. It is an excellent colour for call-to-action and subscription buttons.
Yellow - It the most energetic colour in the entire colour family. It represents laughter, hope and sunshine. It makes your viewer optimistic and cheerful. However, since it can trigger increased mental activity and energy, it should be used sparingly, so that it grabs attention but in a comforting manner.
Green - Green represents new beginnings, wealth and health along with evoking prosperity, stability, growth and rejuvenation. It creates a relaxing effect on the brain and is easy on the eyes. It is used to create balance and can be used by a brand that depicts security and inspires possibility.
Blue - Blue colour represents calmness and spirituality, along with security and trust. When the eyes see the colour blue, the brain creates chemicals that are calming in nature, and it is one of the most favoured colours. The dark shade of blue is used by brands that want to give a professional and corporate feel to the visitors. The lighter shade of blue is more relaxing and friendly and is used by brands like Twitter and Facebook.
Purple - Purple represents royalty, wealth and luxury that is used to soothe or calm a viewer. Using purple on your website can make it look luxurious and wealthy, and the lighter shades of purple can represent romance and mystery.
Pink - The pink colour stands for femininity, innocence and youth. Just like the colour red, pink is also associated with romance and love. It represents passion and tenderness, which is very popular among brands that sell women-centric products.
Brown - Brown is associated with an earthy, old-fashioned or rugged mood, which is most often paired with the colour green in nature. It is a very solid colour, and the warmer tones of brown can depict protection and security, whereas, more dull shades of brown can invoke negative emotions like isolation, sadness and loneliness.
White - White is the cleanest and lightest colour that represents innocence, integrity, peace and purity. It depicts perfection and impacts the brain to be open and free to whatever may come in the way. It is best for brands that want to be portrayed as independent, impartial and neutral in nature.
Grey - The colour grey stands for serious, classic, mysterious or mature. It is best for brands that are architectural, commercial or theoretical in character as it represents wisdom, futuristic, stability and dignity. It invokes a sense of sophistication and calmness.
Black - Black is one of the most dynamic colours that can represent various moods and things. It evokes a powerful, sophisticated, edgy, luxurious feel, and can have a grounding effect when used in moderation. On the negative side of things, black can also mean depression and pessimism. But overall, it means seductive, formal, contained, and a strong presence.
Choosing the appropriate font design has a tremendous power to make your website look more appealing, welcoming your website visitors and making them feel more at ease, thereby improving their overall experience. Think of all the various uses of typography on the web, from large headlines and bold blocks of text to smaller-sized text in body copy, and one will realise that not only is it a vital part of web design but that it’s a pure combination of art and science. Just like website colours can evoke certain feelings and emotions, fonts and typefaces may have a similar response.
Here are some of the most popular fonts and what they represent:
Century Gothic and Sans Serif represent chic.
Calibri represents reliability and cleanliness.
Cadillac invokes elegance and sophistication.
Display represents recognition and boldness.
Modern depicts attention and boldness.
Colour psychology is a no-fail cheat chit, but brands are expressing themselves outside of their recommended colour family too. However, when it comes to brand identity, it’s unfair to set hard and fast rules.
Alternative brand designs have meat shop websites with sophisticated, edgy designs and cupcake shops which are not pastels and pinks. Brands express themselves more differently nowadays, with hopes of not blending in with other similar brands. This gives them the freedom to not comply with a recommended colour family and do what they want, even if it is not the norm. People are trying out designs which are not mainstream, and sometimes it works fabulously, while at other times, it falls on its face.
Some of the examples are shown below.
Your website is your communication with the world. Its logo, colour selection and typology, everything speaks about your brand even before your audience has the chance to reach the banner communication. While the world is your oyster when it comes to choosing colours from the rainbows or a font which catches your fancy, human psychology works in mysterious ways. It has already made your work easy by giving you the advantage of perceived communication. Why would you want to fight it when you have all that advantage right in your lap?
A website communication might have content which is expressive and clear, but the colours of your website might be sending out a contradictory message. Make sure all your website elements are speaking the same language.