Color
Color is a powerful component of design. It affects mood and emotion, and it evokes
associations with time and place. For example, psychedelic color combinations take us back to
the 1960s, and turquoise and yellow combinations remind us of art deco in the 1950s. For
websites, color is important in defining a site’s environment because “people see color before
they absorb content.” [39] A lasting color impression occurs within ninety seconds and accounts
for 60 percent of acceptance. What are the implications for website design? Decisions regarding
color can be highly important to success.
The key to the effective use of color in website design is “to match the expectations of the target
audience. Financial services sites tend to use formal colors (e.g., green or blue) with simple
charts to illustrate the text but not many pictures. Sites directed at a female audience tend to
feature lighter colors, usually pastels, with many pictures and an open design featuring lots of
white space. Game sites are one type of site that can get away with in-your-face colors, Flash
effects, and highly animated graphics.”[40]
Colors should be selected that reflect the purpose of the site and enhance the design.
Understanding the meaning of color and the cultural use of color and how colors interact is
important in website design to convey the right tone and message and evoke the desired
response to the site. [41] The wrong choice could adversely affect a visitor’s experience at the
site, [42] which could adversely affect a company’s sales and image. Color Perceptions for Business
