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Color does a great deal of communicating even before a word on your web site has been read. There is emotional impact and responses related to color and color combinations that affect a person subliminally, and most people are unaware of the instantaneous difference it has just had on them. In the marketplace the clever use of color can make or break a sale. Each color family conveys a certain mood that translates to the product you are presenting to your customers, so it’s important to stay within the perimeters of that association.

Although, there is great teaching on the influence of color available, here is a rundown in a nutshell of the most general feelings conveyed by their use…

Design with Red
Red – Excitement, high energy, stimulating, dynamic, provocative

Red stimulates all kinds of appetites. When red tones are deepened into a burgundy they still maintain the excitement but are more subdued, becoming rich, refined, expensive and opulent. Burgundy is an excellent choice for expensive products like automobiles.

Design with Pink
Pink – Happy, sweet tasting and smelling, youthful, romantic, healthy

Care needs to be taken so this color doesn’t give the artificial bubble gum pink as that can convey a cheap or tacky look. The vibrant shade of pink is often used for advertising cosmetics, perfumes and bath products.

Design with Orange
Orange – Friendly, glowing, vital, energizing, inviting, tangy

Combining the fire of red and the warmth of yellow. Orange is an excellent color for toys, games, inexpensive plastics and novelty products that would appeal to younger age groups. The softer tones of orange, which are the peach tones, are excellent for healthcare products, dining areas, and food products.

Design with Yellow
Yellow – Warming, sunny, luminous, light, sunny, cheerful

A color identified with imagination and enlightenment and is noticed before any other color. The most preferred yellows are creamy and very warm or sunbaked. The combination of black and yellow are a combination that cannot be overlooked easily. It is the perfect combination if you really want to make a statement.

Design with Brown
Brown – Rich, durable, rustic, down to earth, hearth and home, substance

The various tones of browns and terra cottas are seen as the most rooted and protective of all shades because they seem connected with the earth, which conveys a positive sense. As it can also be seen as dirty, it’s generally not used for the fashion industry. This is an especially good choice for food products (homey) or interior furniture.

Design with Blue
Blue – Dependable, cool, quiet, serene, restful, constant, trustworthy and committed

Ideally, used for web pages, packaging, or products where those messages are important. Darkening the color to deep navy projects the feeling of power but is more approachable than black. Blue lends instant authority and credibility to any business. Electric blue is dynamic and dramatic, with teal seen as rich, unique and definitely upscale. Not generally used for food items.

Design with Green
Green – refreshing, healing, natural, soothing, fresh, cool, clean

Green contains a distinct association with nature and foliage. When the color is deepened to emerald it becomes elegant and stately. Deep greens are also identified with money and prestige and is an excellent color for promoting banks or companies where prestige and security is important. The sea foam greens are also generally well accepted and have a calming effect for advertising.

Design with Purple
Purple - Elegant, mysterious, regal, spiritual, sensual

Purple has a futuristic quality that would work well with products that involve newness and cutting edge technologies, as it is linked with artistry and uniqueness. If it contains a grayed undertone it can also deliver a sense of sophistication. The deeper hue of royal purple is perceived as regal and majestic.

Design with Neutrals
Neutrals – classic, quality, natural, timeless, quiet, solid, enduring

Beige, gray and taupe impart a sense of dependability, timelessness and antiquity like the durability of ancient monuments and buildings. They are always in style and never become dated. Silvery grays can take on a futuristic techno look and if the hue moves closer to black it begins to contain its power and presence.

Design with White
White – Pure, bright, lightweight, pristine, innocent

It imbues products with a sense of clarity and cleanliness, such as baby products, or personal hygiene and health. Off-whites and creamy whites can be viewed as delicious. Excellent for dining areas and food packaging.

Design with Black
Black – elegant, classic, strong, mysterious, powerful, sophisticated, highly stylized, dramatic, expensive

People identify this color with black limos, black tie events, polished granite, expensive leather and many other upscale products. Too much black might be ominous but with balance black gives the message of strength wherever it is used. In consumer products, this is a definite plus, wherever power, potency, longevity and weight are needed. Black, used with its contrast white is the most classic combination of strength and clarity, power and purity.

If you are interested in more reading on this subject I highly recommend the book "Pantone guide to communicating with color"
by Leatrice Eiseman. It's most excellent!

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