Cool cheat sheet on color combinations. What colors attract buyers? What color is on a black background?
Mmmmmm... here I quoted a post about how to remove radio creep from your blog. I read it carefully - what a long procedure, between us!
But that’s not about that now. About frames, background and font color and about your eyes and psyche. Because what is written in red on black is, in my opinion, a disaster for your vision and mood.)))))))))))))))))))))))))))))) )))))))))))))
So.
Table for clarity:
White - openness and neutrality
This is the background of the black or blue font in the notebook, as well as the color of the font on the black background of the blackboard in the classroom, laid down for us since childhood. The contrast of a white font goes well with red, green, blue and black backgrounds, and a white background with the same font colors. The effect of white font on the user with different background colors:
red background - attracting attention to information;
black background - increased attention to background information and conclusion;
green background - soft information about problems;
blue background - convincing formation of the essence of information.
Blue - tenderness and softness
It is the color of harmony, friendship, affection and kindred spirits. The blue font does not contrast well against the backgrounds shown, but the blue background pairs well with the black, red, yellow, and white font colors. The blue background is used to lull the visitor's caution into action and also encourages him to make innovative decisions.
Yellow - sociability, sociability and openness
This is the color of balance and inner harmony; it is well remembered and perceived by cheerful, active people. Color activates the development and activity of thought; it is not for nothing that one of the directions for presenting information is called the “yellow press”, since it provides a long discussion of its information. The yellow font color contrasts well with the black, blue, green and red background, and the background with the black, blue, green and red font colors. The effect of yellow font on the user with different background colors:
black background - tertiary information and conclusion;
green background - soft information about small possible problems;
blue background - convincing formation of the detailed essence of business information.
Green - relieving nervous tension and acuity
This is the color of calm, reducing pain and fatigue, and promoting balance. Associations evoked by color are freshness and naturalness. The contrast of the green font goes well with the yellow and white background, and the background with the yellow and white font. The effect of green font on the user with different background colors:
white background - attracting attention to pleasant information;
yellow background - display of unpleasant information;
blue background - remembering the essence of business information.
Brown - stability, realistic mood
This is the color of self-sufficient people. The brown font goes well with the blue, yellow and white colors, and the background with the yellow and white font color. The effect of brown font on the user with different background colors:
white background - enhances the attributes of information;
yellow background - reinforces the guaranteed result in the user’s mind;
blue background - strengthens the cohesion of users in the team.
Red - tension, attention, action
This is an attention-grabbing color. Red font goes well with black, blue, yellow and white background colors, and red background with black, white and yellow font colors. The effect of red font on the user with different background colors:
white background - highlighting important information;
black background - boredom;
yellow background—unification of users;
blue background - the desire of new users to unite.
For some reason, nothing is written about the color black. Here's something I found:
Black- First of all, of course, the color black is associated with something sinister, secret, and terrible. (Black magic, a black cat are symbols of evil witchcraft, devilish forces, a black hand is a character of childhood fears, a black box is a complex, closed system).
Emotions and associations: power, sophistication, nervousness.
The strongest of neutral colors, black, appears on almost any website. It can evoke different associations depending on the colors accompanying it, or dominate them if used in excess.
The power and neutrality of black make it a great choice for large blocks of text, but as a primary color it can create a feeling of nervousness or even be associated with evil.
For most websites, black is used to create a sense of sophistication. The combination of black and white in a minimalist design creates an impression of elegance and style.
Yes, that's it.
As for the frames and fluttering sparkles, they are terribly awkward and tasteless. When I see it on a blog, I just switch to another one. I’ll only read it as a last resort if I desperately need information.
Good luck choosing colors for the background and font!
Bright colors attract buyers
How to attract customers with color?
Color spectrum, in which the store is located, provides strong impact on the visitor in the process of choosing a product and making a purchase. Each color sends a conditioned signal to the client’s subconscious and awakens a certain emotion in response. We invite you to familiarize yourself with the basic laws of color psychology.
Statistics show that perception deteriorates in the following order:
- black letters on a yellow background
- black letters on a white background
- yellow letters on a black background
- white letters on a black background
- blue letters on a white background
- white letters on a blue background
- blue letters on a yellow background
- yellow letters on a blue background
- green letters on white background
- white letters on a green background
- brown letters on a white background
- white letters on a brown background
- brown letters on a yellow background
- yellow letters on a brown background
- red letters on a white background
- white letters on a red background
- red letters on a yellow background
- yellow letters on a red background
But the impact of advertising media is just the opposite, which is why Red color usually used to highlight price tags with discounts and promotions. Most often, a red background and yellow or white text are used for this.
And for store decoration they use less provocative combinations. 
Under influence warm colors(shades of red, yellow and orange) buyers usually feel a surge of energy, these shades stimulate the psyche. Therefore, experts recommend using them to “warm up” store visitors.
Cold spectrum colors (shades of blue, cyan and violet), on the contrary, reduces nervous system activity. Under their influence, store customers feel more relaxed and calm.
Warm colors: buy without hesitation!
The strongest in the warm range is, of course, Red color . Red is able to activate all functions of the body: under its influence, breathing accelerates, muscles tense, and the heartbeat quickens. Properly placed accents on red in the interior of the store may increase number of impulse purchases.
Discount promotions
However, with red you should be more careful and use it precisely as accents, and not as the main background. Overdoing it with red can make shoppers overly impatient, anxious, and cause them to quickly leave without making a purchase.
The surge of energy causes Orange color, but its excess in space is annoying, therefore, like red, it is harmonious only in the form of an accent color.
Pastel shades of orange evoke associations with beauty and golden tan. They are often used in the design of sales areas with goods for women.
Yellow stronger than others attracts attention, so perfect suitable for decoration various promotions and special offers.
Marketers noted that in combination with red yellow is associated from buyers with affordable prices. Therefore, this color scheme is very often used in discount stores.
Cool colors: enjoy a calm choice
Cool colors and their shades do a great job creating in the store relaxing and calm atmosphere.
Buyers influenced by blue, cyan, violet spend more time studying shop windows and choice, worry less about possible expenses. The cool range of colors is the most appropriate in expensive stores or those in which there are often queues.
Blue associated with constancy and usually causes feeling of well-being. It helps to better assimilate information and promotes trusting communication, therefore it is most suitable for decorating luxury goods stores, the purchase of which occurs after weighing all the pros and cons.
When conducting audits, we often have questions about the compatibility of the font color and the background of the site. Sometimes the project designer chooses such a combination that his imagination hurts the eyes. The infoblog contains several articles on background color and font color, and I will try to combine them together. In this article, I will break down the primary colors used for font and background.
The best explanation is a clear visualization of what you are trying to convey to the audience. In this regard, I suggest you immediately look at the image; it will just outline the combination of background colors and font:
Now a little theory about background and font color combinations.
White - openness and neutrality
This is the background of the black or blue font in the notebook, as well as the color of the font on the black background of the blackboard in the classroom, laid down for us since childhood. The contrast of a white font goes well with red, green, blue and black backgrounds, and a white background with the same font colors. The effect of white font on the user with different background colors:
- red background - attracting attention to information;
- black background - increased attention to background information and conclusion;
- green background - soft information about problems;
- blue background - convincing formation of the essence of information.
It is the color of harmony, friendship, affection and kindred spirits. The blue font does not contrast well against the backgrounds shown, but the blue background pairs well with the black, red, yellow, and white font colors. The blue background is used to lull the visitor's caution into action and also encourages him to make innovative decisions.
Yellow - sociability, sociability and openness
This is the color of balance and inner harmony; it is well remembered and perceived by cheerful, active people. Color activates the development and activity of thought; it is not for nothing that one of the directions for presenting information is called the “yellow press”, since it provides a long discussion of its information. The yellow font color contrasts well with the black, blue, green and red background, and the background with the black, blue, green and red font colors. The effect of yellow font on the user with different background colors:
- black background - tertiary information and conclusion;
- green background - soft information about small possible problems;
- blue background - convincing formation of the detailed essence of business information.
This is the color of calm, reducing pain and fatigue, and promoting balance. Associations evoked by color are freshness and naturalness. The contrast of the green font goes well with the yellow and white background, and the background with the yellow and white font. The effect of green font on the user with different background colors:
- white background - attracting attention to pleasant information;
- yellow background - display of unpleasant information;
- blue background - remembering the essence of business information.
- white background - enhances the attributes of information;
- yellow background - strengthens the guaranteed result in the user’s mind;
- blue background - strengthens the cohesion of users in the team.
- white background - highlighting important information;
- black background - boredom;
- yellow background - association of users;
- blue background - the desire of new users to unite.
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Scheme No. 1. Complementary combination
Complementary, or complementary, contrasting colors are colors that are located on opposite sides of the Itten color wheel. Their combination looks very lively and energetic, especially with maximum color saturation.
Scheme No. 2. Triad - a combination of 3 colors
A combination of 3 colors lying at the same distance from each other. Provides high contrast while maintaining harmony. This composition looks quite lively even when using pale and desaturated colors.
Scheme No. 3. Similar combination
A combination of 2 to 5 colors located next to each other on the color wheel (ideally 2–3 colors). Impression: calm, inviting. An example of a combination of similar muted colors: yellow-orange, yellow, yellow-green, green, blue-green.
Scheme No. 4. Separate-complementary combination
A variant of a complementary color combination, but instead of the opposite color, neighboring colors are used. A combination of the main color and two additional ones. This scheme looks almost as contrasting, but not so intense. If you are not sure that you can use complementary combinations correctly, use separate-complementary ones.
Scheme No. 5. Tetrad - combination of 4 colors
A color scheme where one color is the main color, two are complementary, and another one highlights the accents. Example: blue-green, blue-violet, red-orange, yellow-orange.
Scheme No. 6. Square
Combinations of individual colors
- White: goes with everything. The best combination with blue, red and black.
- Beige: with blue, brown, emerald, black, red, white.
- Grey: with fuchsia, red, purple, pink, blue.
- Pink: with brown, white, mint green, olive, gray, turquoise, baby blue.
- Fuchsia (deep pink): with grey, tan, lime, mint green, brown.
- Red: with yellow, white, brown, green, blue and black.
- Tomato red: blue, mint green, sandy, creamy white, gray.
- Cherry red: azure, gray, light orange, sand, pale yellow, beige.
- Raspberry red: white, black, damask rose color.
- Brown: bright blue, cream, pink, fawn, green, beige.
- Light brown: pale yellow, creamy white, blue, green, purple, red.
- Dark Brown: Lemon Yellow, Blue, Mint Green, Purple Pink, Lime.
- Tan: pink, dark brown, blue, green, purple.
- Orange: blue, blue, lilac, violet, white, black.
- Light orange: gray, brown, olive.
- Dark orange: pale yellow, olive, brown, cherry.
- Yellow: blue, lilac, light blue, violet, gray, black.
- Lemon yellow: cherry red, brown, blue, gray.
- Pale yellow: fuchsia, grey, brown, shades of red, tan, blue, purple.
- Golden yellow: gray, brown, azure, red, black.
- Olive: orange, light brown, brown.
- Green: golden brown, orange, light green, yellow, brown, gray, cream, black, creamy white.
- Salad color: brown, tan, fawn, gray, dark blue, red, gray.
- Turquoise: fuchsia, cherry red, yellow, brown, cream, dark purple.
- Electric blue is beautiful when paired with golden yellow, brown, light brown, gray or silver.
- Blue: red, gray, brown, orange, pink, white, yellow.
- Dark blue: light purple, light blue, yellowish green, brown, gray, pale yellow, orange, green, red, white.
- Lilac: orange, pink, dark purple, olive, gray, yellow, white.
- Dark Purple: Golden Brown, Pale Yellow, Grey, Turquoise, Mint Green, Light Orange.
- Black is universal, elegant, looks in all combinations, best with orange, pink, light green, white, red, lilac or yellow.
Color can have unexpected effects on people. He is capable of:
- change the taste perception of hot chocolate;
- influence our perception of time;
- speed up or slow down our heartbeat;
- make us stronger and faster;
- influence our opinion of the reliability of a particular person.
If color has such an effect on us, then could it have an impact on our shopping habits? Of course yes. In the course of various studies, the influence of different color shades on a person’s emotional state has been repeatedly substantiated.
When used correctly, color influence can help you increase your conversion rate. The effect can be quite noticeable. For example, 85% of consumers say that color is the determining factor for them when choosing a product. 66% of people won't make a purchase if the product is a color they don't like.
What shades do people prefer? And is it possible to somehow predict this? Yes, but the accuracy of such forecasts will be low. People choose one color or another depending on how they feel at a given time.
For example, light blue and bright yellow are preferred by healthy people;
Dark blue, as well as all shades of gray, are popular among anxious people or those who are depressed.
If, being in a certain mood, we prefer certain colors, then the opposite statement is also true. Colors can provoke changes in our mood:
Blue: kindness, honesty, authority, clarity, intelligence;
Purple: greatness, quality, individuality, spirituality, creativity;
Red: desire, action, passion, energy, inspiration;
Orange: fun, friendliness, rejuvenation, emotional upliftment, optimism;
Yellow: happiness, enthusiasm, friendliness, optimism, confidence;
Green: hope, growth, renewal, balance, calm.
All this means that we can use website design elements to evoke certain emotions in visitors and increase conversions. Below are six colors that are sure to have a positive impact on your potential clients.
1. Red
In 2005, Durham University scientists published a study that showed that athletes who compete in red uniforms win more often. The color red is associated with urgency, danger and power. It seems like a shade that should be avoided, but if used in moderation, it can improve sales performance.
How does the color red affect sales?
The color red provokes a person to take action. If you have already attracted the visitor’s attention with an impeccable design and interested him with high-quality text, then the red “buy now” button will come in handy.
Where can you see red calls to action?
At any sale in shopping centers, discount signs are usually red. This works especially effectively, for example, during Black Friday, when people already know that they can buy goods at a deep discount and they only need a final “push” to make a purchase. That's why posters announcing sales are usually bright red - they convey a sense of urgency.
Red works best when it comes to impulse purchases. Therefore, it is often used when creating online stores. However, red is also effective for software company websites. When HubSpot tested a new action button, the red one was 21% more effective than the green one.
2. Blue
Blue color indirectly helps increase sales. It is usually associated with calm and stability, which is why it is so popular among financial institution professionals. This shade is also used when they want to instill a feeling of security and serenity in people. In this regard, sellers of expensive goods often use blue in their color palette.
How does the color blue affect sales?
The color blue helps people cope with feelings of anxiety. It will be a good option for designing a website background or conversion elements. This shade is best suited for finance, medicine and insurance.
What websites use blue?
Most websites of financial and insurance companies are designed in blue colors. Light blue creates a feeling of freedom and security, while dark blue is associated with traditionality, seriousness and intelligence. On the Paypal website you can see several shades of blue:
Note the use of contrasting colors. Headings are written in red, which evokes different emotional associations.
Where should blue be used?
Blue is a great color choice if your company's sales depend on how reliable and serious you are perceived. Blue elements will stand out well against a white background. Yellow text on a blue background is considered the most readable.
3. Green
The color green is traditionally associated in our minds with a healthy and clean environment, as well as everything natural and organic. If your business is closely related to these concepts, then you should pay special attention to this shade.
Research shows that green, unlike other colors, makes people express their creativity. In addition, everyone is well aware that this color is used as a traffic light signal that allows traffic. Therefore, the use of green for conversion elements looks more like a permissive signal, rather than a call to urgently take action.
How does the color green affect sales?
Green color can be used to highlight the target action button against the general background of the site:
In 2010, RIPT Apparel decided to make the target action button green:
As a result of these changes, conversion increased by 6.3%.
Where is green used?
Dell is one of the largest companies selling computer equipment. Their site uses the color blue to give the impression of a reliable company, and the banner is highlighted in red, which creates a sense of urgency and makes users click on it immediately:
If you scroll down the page, you can see the conversion elements designed using green color:
Green target action buttons are most effective on a white background and surrounded by contrasting colors. This shade should prevail in the visual hierarchy, attract attention, but at the same time not be too catchy. If you feel like your customers need a green light rather than a push to make impulse purchases, then green is an excellent choice. This shade works great on electronics sites:
4. Purple
Purple is usually associated with nobility, prosperity and strength. In ancient times, the law prohibited ordinary people from wearing clothes of this color. In modern society, purple often takes on the added meaning of spirituality and creativity. You should take a look at the results of one study showing who prefers this color:
Colors that women love most: blue, purple, green;
Colors that women hate: orange, brown, gray.
Below are similar research results regarding color preferences among men:
The colors that men love most: blue, green, black;
Colors that men hate: brown, orange, purple.
Thus, you should not choose purple as the main color of your brand if your target audience is men.
How does the color purple affect sales?
Purple is a vibrant shade. It contrasts well with yellow and green and goes well with pink and blue. If your site has a lot of white and black colors, then by designing the menu or conversion elements in purple tones, you can make them stand out from the general background.
Where is purple used?
There's a lot of purple on the streaming company Roku's website. It is used to design menu items:
Where should you use purple?
From a practical point of view, purple stands out well on sites that use muted blue as the main color. This is a standard color scheme for the financial sector. However, educational organizations like Pearson also use this effect:
Keep in mind that shadow or glare can affect the effect the color purple has on site visitors. If you don't want any design element to look feminine, then you need to avoid shadows and complement the purple shade with blue. If you want the opposite effect, then use light tints, and take pink as an addition.
5. Black
You're probably pretty sure that black isn't an important part of a website's color scheme. This is absolutely true, because most designers prefer white and a few bright shades. However, black can also make a very strong impression.
The use of black has a good effect when it comes to expensive products whose target audience is mainly men. Adherents of this color are companies such as Rolls-Royce, Lamborghini and Rutgers University.
How does black color affect sales?
You shouldn't use black for conversion elements, as it usually doesn't stand out well against the general background. However, a black and white color scheme automatically creates contrast. For example, on the Squarespace website you can see a white action button on a black background:
On another page of their site you can see a black action button with white text:
This color scheme gives designers freedom when choosing a visual range. Black and white will always stand out.
Where is black used?
This shade is used in the color scheme of any expensive brand aimed at a male audience. For example, below you can see a screenshot of the Rolls Royce website:
Don Q also uses black as the main color of their website. Against a dark background, you can see gold-colored headlines and text aimed at young men who want to appear as connoisseurs of sophistication:
Where should black be used?
Unless you're selling luxury cars, you'll want to be more restrained when using black. However, it can be very effective if applied to individual elements.
6. Orange
Orange is a bright and vibrant color, but unlike red, it does not convey a sense of urgency. This color has many tones and shades. Orange can often be seen on various websites. It is also used to design target action buttons. Orange stands out against any background shade. Its effectiveness may be due to the fact that few companies use it as their brand color.
How does the color orange affect sales?
Orange color can be an excellent solution for designing conversion elements if the site design is simple and it is made in light colors. It stands out from most color schemes. Most people have a positive attitude towards the color orange, so using it on a website can be an advantage.
On what websites can you see the color orange?
On the Penguin website you can see the orange “Subscribe” button:
The “Create Account” button is still orange. It looks bright and stands out perfectly against the general background.
When should you use orange?
Below is a successful example of the use of orange from Harley Davidson:
The orange stands out against the black background. This color is used to highlight menu items. It echoes red when the description of the selected motorcycle appears. It is important that the entire site is designed using the colors of the company logo: black, orange and white.
Conclusion
Using certain colors can be very effective as they can convey a sense of urgency or quell feelings of anxiety. Some colors make people feel safe, while others make people feel excited or anxious.
What shades should you use?
It is very important to determine the colors that you will use to make your brand stand out from others. If your business is associated with bright emotions, strength and freedom, then the shades that Harley Davidson used, for example, will suit you. Victoria's Secret uses different color schemes, since the scope of this organization is very diverse.
So, when deciding on a color palette, base it on your brand's signature shades.
