Colors in Web Design: Harnessing the Power of Emotions

Colors in Web Design: Harnessing the Power of Emotions

The Power of Color in Web Design

Colors are more than mere visual elements; they are powerful tools that evoke emotions, influence perceptions, and drive actions.

In web design, choosing the right colors can significantly impact the user experience and effectiveness of a website.

This article will delve into how to choose colors based on the emotional tone of your brand, apply the 10-30-60 color rule, and the best tools for color selection.

Case Study: Airbnb

Air Bnb

Airbnb's website uses a soft color palette dominated by white and pastel shades, creating a clean and welcoming experience.

The use of a bright accent color for call-to-action buttons draws users' attention without overwhelming the design.

1. Choosing Colors Based on the Emotional Tone of Your Brand

8 Ways to Use Color Psychology in Marketing (With Examples) | WordStream
Choosing Colors Based on the Emotional Tone of Your Brand

Understanding Emotional Tone

The emotional tone of your brand is the overall feeling or mood that your brand conveys to its audience.

This tone can be friendly, trustworthy, creative, or any number of emotional states that align with your brand's values and messaging.

Identifying Your Ideal Client Persona

Your ideal client persona is a detailed description of your target customer, including demographics, psychographics, preferences, and behaviors.

Understanding your ideal client persona helps in tailoring your web design to meet their needs and preferences.

Using the Color Emotion Guide

Each color has a psychological impact that can influence user behavior.

For instance, blue is often associated with trust and professionalism, making it ideal for financial institutions and tech companies.

Understanding these nuances can help you choose colors that align with your brand values and user expectations.

The Color Emotion Guide categorizes colors based on the emotions they commonly evoke. Here’s how to use it:

1. Yellow for Optimism and Clarity

Brands like McDonald's and Best Buy use yellow to evoke feelings of happiness and optimism. If your brand aims to convey a positive, cheerful vibe, yellow might be a suitable choice.

2. Orange for Friendliness and Confidence

Companies like Fanta and Nickelodeon use orange to create a friendly and energetic atmosphere. This color is great for brands targeting young, vibrant audiences.

3. Red for Excitement and Boldness

Coca-Cola and YouTube use red to grab attention and evoke excitement. Red is ideal for brands that want to stand out and create a sense of urgency.

4. Purple for Creativity and Imagination

Brands like Syfy and Yahoo use purple to evoke creativity and wisdom. If your brand focuses on innovation and creative solutions, purple could be your go-to color.

5. Blue for Trust and Dependability

Tech giants like Dell and Facebook use blue to convey trust and reliability. Blue is perfect for brands that need to establish trust and professionalism.

6. Green for Peace and Growth

Companies like Whole Foods and Tropicana use green to evoke feelings of peace and growth. Green is suitable for brands related to health, wellness, and nature.

7. Gray for Balance and Calm

Apple and Honda use gray to convey neutrality and balance. Gray can be used by brands that want to appear sophisticated and timeless.

By aligning your color choices with the emotional tone of your brand and the preferences of your ideal client persona, you can create a more engaging and effective website.

Avoiding Overuse of Colors

Using too many colors can overwhelm users and make your website look chaotic. Stick to the 10-30-60 rule and ensure that your color scheme is cohesive and aligned with your brand’s message.

2. The 10-30-60 Color Rule in Web Design

60-30-10 Ui colour rule and why it's important
The 10-30-60 Color Rule in Web Design

The 10-30-60 color rule is a timeless principle in interior design that has been successfully adapted to web design. This rule helps create a balanced and aesthetically pleasing color scheme.

Understanding the 10-30-60 Rule

1. 60% Dominant Color

This color sets the overall tone of the space. It is typically used for the background, such as the primary background color of your website.

2. 30% Secondary Color

This color supports the dominant color and adds visual interest. It is often used for headers, subheadings, or secondary backgrounds.

3. 10% Accent Color

This is the highlight color that provides contrast and draws attention. It is used for calls to action, buttons, and other important elements.

Applying the 10-30-60 Rule

How to use colours in your design like a pro | by Fidel Komolafe | Medium
Applying the 10-30-60 Rule

Here’s how you can apply this rule in web design:

1. Choose Your Dominant Color (60%)

Select a color that aligns with your brand's emotional tone and use it for the majority of your website's background. For example, if your brand is about trust and reliability, you might choose blue as your dominant color.

2. Select Your Secondary Color (30%)

Pick a complementary color that adds depth to your design. This color should support your dominant color without overpowering it. For example, you could choose a lighter shade of blue or a neutral color like gray.

3. Add an Accent Color (10%)

Use a contrasting color to highlight important elements. This color should stand out against your dominant and secondary colors to draw attention to calls to action and key information. For instance, if your dominant color is blue and your secondary color is gray, you might choose a vibrant orange for your accent color to create a striking contrast.


Let’s say you are designing a website for a creative agency targeting innovative businesses. Based on the Color Emotion Guide:

1. Dominant Color (60%)

Purple, to evoke creativity and wisdom.

2. Secondary Color (30%)

Light Gray, to provide balance and sophistication.

3. Accent Color (10%)

Bright Orange, to add a touch of excitement and draw attention to calls to action.

By using the 10-30-60 rule, you can create a harmonious and visually appealing color scheme that enhances the user experience and effectively communicates your brand’s message.

3. The tools we use to generate colors

To create visually appealing and emotionally resonant websites, using the right tools for color selection is crucial.

Here are some of the top tools we use at Dee7 Studio to ensure our color schemes are effective and professional:

1. Palleton

Link: Palleton

Description: Palleton is a versatile tool that helps you create harmonious color schemes. You can experiment with different color combinations and see how they work together in various contexts.


2. Coolors

Link: Coolors

Description: Coolors is a fast and easy-to-use color scheme generator. It allows you to explore and create beautiful color palettes, with options to customize and adjust the shades to fit your needs.


3. Color Adobe

Link: Adobe Color

Description: Adobe Color is a powerful tool for creating and exploring color themes. It offers various color harmony rules and integration with Adobe Creative Cloud, making it ideal for designers using Adobe software.

Color Adobe

4. My Color

Link: My Color Space

Description: My Color Space helps you generate gradient color palettes and explore different color combinations. It's an excellent tool for finding the perfect gradient for your web designs.

My color

5. Color Hunt

Link: Color Hunt

Description: Color Hunt is a curated collection of beautiful color palettes. It’s a great resource for discovering trendy color combinations and getting inspiration for your web design projects.

Using these tools, you can experiment with and finalize color schemes that align with your brand's emotional tone, ensuring a cohesive and engaging user experience.

Start Applying These Principles Today

Colors play a crucial role in web design, impacting how users perceive and interact with your website.

By understanding the emotional tone of your brand, applying the 10-30-60 rule, and using the right tools, you can create a website that resonates with your audience and drives engagement.

Start experimenting with these principles today to elevate your web design projects.

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