Today, when accessibility and usability play a huge role in the creation of a website or application, the power of color is sometimes forgotten. Although you can’t solely rely on color to make something stand out or to give it a different function (think about the different color of a hyperlink), the choice of color you make, can determine how your website makes the visitor feel even before he/she reads a single word.
The right color can give you a warm feeling (the colors from red to yellow, including pink, orange and brown will do that because they are associated with fire) where others can make you feel distant (the colors from green to blue and some blueish shades of violet will accomplish that). Not only the warmth of a color can make a difference. Also the color value (which is the measure of lightness or darkness of a color) plays a role. A darker or more saturated color will give more strength, more importance, but also more darkness to your object or text, while a less intense tint of the same color with give you more breathing room. It will seem less threatening and feel more inviting (beware that when you go too light, text can become harder to read if the contrast with the background isn’t outspoken enough)
Color associations
We associate each color with certain feelings, objects and actions. Sometimes two or more colors can even have the same effect, while other connotations are specific for certain cultures or believes.
Red
With red, we immediately associate love and warmth. Red also had the reputation of stimulating adrenaline and blood pressure, but also aggression. Red is clearly the color of passion.
Other connotations: Patriotism, conservatism, Christmas, stability, power, trustworthy, fire, fun, success, sacred, hearth, emotion, courage, good fortune, heat, hot, evil, hell, anger, stop, respect, vitality, strength, intense, high energy, danger, communism, passion, and of course Valentines Day.
Pink
As with red, pink is also a color we associate with love, but also beauty. Pink is usually considered a girly color, where red is the more adult form.
Other connotations: Passion, romance, innocence, soothing, relaxing, fresh, sensuous, restful, tranquilizing, marriage, healthy, happy, sweet, nice, playful, good health, life, sexuality, purity, gratitude, appreciation.
Orange
Orange is an especially energetic color. It also stimulates hunger (which is the body’s request for energy). Because of this energy link, orange represents sunshine, enthusiasm and creativity. These things make orange a less formal color too.
Other connotations: Fall, Thanksgiving, Halloween, nature, earth, warmth, flamboyant, sun, stimulating, health, sociable, friendly, citrus, balance, vibrant, fertility, fire, luxury, heat, and activity.
Yellow
Yellow shares a lot of the same feelings and associations that Orange has. As with orange, yellow is a very energetic color. Pure yellow can be very visually active. But beware that too much yellow can be overpowering.
Other connotations: Nature, earthy, warmth, fun, sun, summer, illumination, inspiration, energy, hazard, warning, emergency, sunshine, happiness, joy, cowardice, deceit, cheerful, excitement, healthy, hope, support, laid back, spring, and relaxed.
Brown
Also brown is a nice example of a warm and inviting color. Even though it’s also associated with old and aged, it gives a sense of value and importance too.
Other connotations: Comfort, steady, conservative, earthy, natural, nature, down-to-earth, wholesomeness, simplicity, friendliness, dependability, health and honesty.
Green
The first thing we think of with green is nature and fresh. When used as a foreground color in combination with a black background, it gets a very techy feel (think of the Matrix movies and the Borg from Star Trek).
Other connotations: Environment, money, wealth, family, harmony, health, peace, posterity, soothing, relaxing, springtime, youth, humor, fun, happiness, life, growth, jealousy, envy, novice, restful, calming, balance, stability, summer, organic, recycled, plants, trees, fertility, good luck, and vigor.
Blue
Blue is probably the most businesslike color there is. It’s associated with cold hard facts, rational thinking and intelligence. In contrast to orange, it will reduce appetite and calm people down.
Other connotations: Patriotism, stability, power, trustworthiness, conservative, water, coolness, fun, cold, defeat, trouble, calm, strong, steadfast, light, friendly, confident, safe, corporate, intelligence, unity, sad, depression, old-fashioned, mourning, richness, superiority, truthful, loyal, faithful, noble, scholarly,
unexpected, harmony, unity, clean, and technology.
White
White is commonly associated with cleanliness and virginity. It is the “cleanest” color of all. It is often used as background because of it’s good readability, but also considered dull.
Other connotations: Purity, life, stability, trustworthy, peace, happiness, cold, marriage, goodness.
Black
As the contrasting color to white, black is mainly associated with bad things like evil, death and illegal. But on the upside, black can also represent power and privacy (think of the totally black limousines )
Other connotations: Self-confidence, strength, sophisticated, designer, formal, conservative, serious, mysterious, sexy, mourning, rebellion, elegant, night, wicked, intensity, mature, advanced, fashionable, stylish, chic, and trendy