Designing a website is a complex process. Often, website colour schemes are swept under the rug as an exercise in branding. Well, how hard can it be? Pick the colours that match the logo and you’re done, right?
Absolutely not.
The colours you choose for your website have a bigger impact on visitor perception than you might realise. Did you know that our brains are wired to respond to visuals 60,000 times faster than text? The same study that discovered this also noted that people remember 80% of what they see, compared to only 20% of what they do. So, colours and visuals really do matter in website design. It’s not a stretch to say that whatever you choose could either make or break your online efforts.
The truth is the best colour combinations can add a high level of credibility and trust to your business. The best bit? This requires very little upkeep. Just two or three colours that accurately represent your brand and draw the eye could be all you need to win a customer over. You just have to look at big household names like Apple (black, white and grey) and Amazon (blue, black, grey, yellow) – they get it.
That said, just like typography and web design as a whole, colour schemes tend to trend in popularity. The KIJO team will always lead in design choices in a collaborative way with our clients. We’ll always consider the truth of the brand, the product and target audience before consulting trends. But, as any good web design agency should, of course we keep our finger on the pulse!
If you’re wondering how to make a good colour scheme for your website, we’ve got you covered. The KIJO team have put together the 5 trends for website colour schemes we think are going to be dominating 2024.
A colour scheme is a combination of colours which can be used to represent a brand across a range of design projects. By putting together a certain group of colours, you can build endless colour palettes and use them in nearly any composition. It’s been proven that different colour combinations can evoke different moods in humans, which is known as colour theory.
In its simplest term, colour theory is the interaction of colours through complementation, contrast and vibrancy. It’s the theory of how colours work together to evoke emotions and build perceptions.
Colour theory in web design means striking a balance between science, emotions and psychology. Understanding colour theory allows web designers to invoke certain feelings or reactions in users. This helps meet a website’s end goal. Colour can directly influence the effectiveness of Calls to Action, sales conversions as well as navigational ease of a site.
So, that’s why website colour schemes are a big, necessary decision for anyone wanting to design and develop a successful site…
A lot of websites are committing to a noir black and white look. More luxury brands seem to be leaning into a more muted black, white and grey space, but black and white nonetheless. This is because it gives a sense of being bold, whilst also being conservative. It’s fresh, it’s clean and it’s new whilst also feeling effortlessly timeless. In all honesty, it really could be considered one of the best colour combinations to go for.
Although it’s considered a minimal design choice, there’s always the option to pop in a splash of colour. This can give a site a more personalised, branded edge. This touch of flexibility makes black and white a popular choice year on year for website colour schemes.
Sticking with that minimalist, muted feel, 2024 is going to see a lot of luxurious neutrals, particularly for high-end brands. That’s because these palettes offer a sense of sophistication and elegance, whilst remaining clean, natural and confident.
Easy colours and simple layouts have been a staple in website colour schemes for a few years. However, this doesn’t mean they’re dated. There’s a reason they’re still in business and popular! In 2024, this notion of “less stuff, more substance” is still at the forefront of designer’s and brand’s minds alike. There’s still very much a demand for pastel colours.
Pastels are popular because they imply “softness”; they’re deceptively comforting on the eye. When sites use colours like mint, mauve and baby blue, they’re communicating a sense of solidity. These colours evoke “trust” and “safety” with the website visitor.
A brand using pastels doesn’t want to shock. It’s calm, collected, and in control; it can deliver what the user is there for. That’s why pastels remain a good, instinctive colour scheme choice for 2024.
The KIJO team reckon that this positive, optimistic shade is going to make a splash on website designs across the year. The Pantone Colour Institute (which partners with global brands to leverage the power, psychology and emotion of colour in their design) even named “Peach Fuzz” as their colour of 2024. Pantone Colour Institute are “recognised around the world as a leading source of colour information through seasonal trend forecasts, custom colour development, and palette recommendations for product and corporate identity.” So, you know what they say goes when it comes to website colour scheme trends.
Peach tones deliver happiness in a blink of an eye, which everyone is undeniably looking for right now! It’s light, kind, refreshing, and energising without being invasive. In our professional opening, peach is a perfect option for businesses in the wellbeing industry right now!
KIJO recently designed a website for ESPA Life at Corinthia London which led with this aesthetic for exactly this reason.
Zingy brands are looking to have a hit of citrus in their website colour schemes this year. Bold yellows and sharp greens can evoke an energised, excitable and uplifting feeling in the user.
Businesses looking to rebrand and inject some new life into their lacklustre branding may well lean into these zesty colours for that plucky, fresh and fearless feel. Scared of trying it? Pairing a sharp lime or lemon with a clean black can really help deliver that all important professionalism a brand may be hesitant in losing when considering citrus.
Colour can make us think and do certain things. For instance, the mere presence of red has been shown to influence an increase in pulse and the body’s adrenaline levels. It’s a primal, subconscious response that we have no real control over and it’s all down to colour! So, if you’re wondering what the best colour combinations for your brand are, it’s best to think about what you want to make your user feel.
Make sure you do your research and read everything you can regarding colour psychology. Then, why not ask your customers? What colours do they like? What colours do they think reflect your brand and industry? Of course, you have the final say but by putting in this groundwork, you’re putting your best foot forward in this competitive market. That’s because not all businesses consider the psychology behind colours. So, by doing this, you could be significantly improving your chances of success.
Marketers have known this for years. That’s why they target advertising for different seasons of the year, or use specific colours to remain consistent with the public perception of certain events. Red, white and green at Christmas, anyone?
If you need further help with your website colour schemes, especially for your branding or website, then you should consider a professional web design agency like KIJO. Reach out and contact us today – we’d be happy to help!
