Your website is the often your first interaction with prospective clients. Some variables directly impact visitor impression – color being one of them. Color choice dictates a lot of our life choices- car, hair, clothes, home and work environment.
When developing your brand or personality – taking full stock of your color choices can make a difference in whether your site resonates with its intended target. Many color charts exist that provide anecdotal evidence of hue based emotional associations. Empirical scientific studies are now weighing in, delving deeper into the psychology intertwined with color and why color choice is critical in your web design.
Match The Color to The Message
Understanding the psychology behind colors can ensure your brand personality is cohesive and compelling. Generally speaking, law firms want to evoke trust, reliability, and competence in their clients. However, beyond those foundational qualities, each firm has its personality they are seeking to convey- ranging from traditional to innovative and cutting edge. In fact, the Supreme Court has ruled that a valid trademark can be based solely on color.
Use Color to Help Accomplish Your Purpose
Choose colors that evoke the desired response in your desired target market. Intrinsic and extrinsic emotions about color can vary among cultures, genders, and geographic locations.
So, if you are looking to distinguish yourself in a sea of competitors, undertake a color analysis it might be time to update your brand with a new wash of color. Here are some resources to get you started:
- Qualitex Co. V. Jacobson Products Co., Inc.
- Exciting red and competent blue: The importance of color in marketing
- How to Use the Psychology of Color to Increase Website Conversions
- Basic color definitions