Color theory includes rules and guidelines about various color combinations and their uses. Other than the basic terminology and classification, there is more to it. It also considers humanistic perspectives, color psychology, and cultural associations. 

Color theory can help you in creating engaging, attractive, smart designs. Learning the basics is essential for any professional in the field; however, to drive efficient results you must learn more specific and advanced techniques and concepts of color theory. 

In this article, we’ll understand the concepts and color terminology, important color terminology you should know, and how to use color theory on your website. 

Understanding concept and color terminology

Color theory is simply a framework that enlightens you about the use of color in art and design, informs you about the curation of color palettes, and efficiently conveys a design’s message on both aesthetic and psychological levels. Modern color theory is based on Isaac Newton’s color wheel which he created in 1666. The basic color wheel had three categories of color; primary, secondary, and tertiary. 

The most obvious advantage of using color theory is that using the correct color combination in web design helps in understanding and navigating the site. Colors help in enhancing the online experience of the users, help them in finding relevant information, and Call To Action (CTA). 

However, there are other benefits as well, when used effectively in web design, it helps in building a strong brand and conveying product messaging. According to a study, colors play a crucial role in the purchasing decision of customers, wherein 92.6% of viewers highly prefer the product’s visual factors. 

Using the correct color strategy can boost your marketing campaign. According to a study, colors can increase brand recognition by 80%. Colors are important in both the physical and digital world because they help users navigate your website and enhance user experience. Every designer should be aware of color theory. 

Color Theory that you should know

Some of the important color schemes in color theory are

• Monochrome: A monochromatic color scheme includes various shades, tints, and saturation of a single base color. They are cohesive but can become monotonous.
• Complementary: Complementary colors are based on two colors from opposite sides of the color wheel. The two hues will be different. These designs are very noticeable and impactful. There are complementary color schemes like one primary color used with two analogous colors. 
• Triadic: To form a triadic color scheme, draw an equilateral triangle on the color wheel, and select three colors at the points of the triangle. This triad builds a diverse but balanced scheme.
• Tetradic: A tetradic color scheme includes four colors that are equidistant from each other on the color wheel. The four colors can form a rectangle or square. Some break these color schemes into two. 
• Analogous: It contains three colors that sit next to each other in the color wheel. Due to tonal similarities, these schemes create a cohesive, unified feel but not a monotonous one. 

How to use color theory on your website

Colors help evoke strong emotions and help in building a strong brand identity. Sometimes color gets so closely tied with a brand’s identity that it can become a legal trademark like T-Mobile magenta. You can select colors for building a logo or entire web design, using color theory can make it more impactful. 

Colors can have different meanings that different users will interpret differently. Hence you must consider your target audience before selecting a color palette. A user’s perception of color depends on various factors such as gender, age, interests, etc. The same color can have different meanings and effects in different parts of the world. Such as White is considered a pure and positive color in the U.S. and Western European countries. However Asian cultures associate it with sadness and death.

Color psychology is a complex topic. You must understand your target audience effectively and use the power of user testing for better results. If you want to learn more about important color theory terms, then comment below. Also if you want to design or redesign your website along the lines of color theory, don’t worry Lumia 360 is here to help you. We create engaging web designs following the principles of color theory and understanding the unique needs of your business and target audience. 

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