The first thing to consider before starting any project is the use or misuse of color. Color theory, integrated with psychology, is extremely important to any design. Colors will affect the way people perceive a design and how they react to the message, as well as how long they stay on your website. Choosing the wrong colors can mean failure; choosing the right ones can mean closing a sale. Below is a list of common colors and what type of emotions and thoughts they invoke in people:
Red: Love, passion, danger, warning, food, impulse or immediate actions
Blue: Trustworthiness, success, seriousness, calm, power and professionalism
Green: Money, organic, animals, health, healing, life, harmony and ecological consciousness
Orange: Comfort, creativity, joy, youth, affordability and celebration
Purple: Loyalty, justice, uncertainty, luxury, fantasy, dreams, fame and royalty
White: Cleanliness, innocence, purity and simplicity
Yellow: Amusement, curiosity, playfulness, joy and hope
Pink: Sweetness, innocence, youthfulness, tenderness, softness and femininity
Gray: Indifference, reservation and neutrality
Black: Seriousness, darkness, mystery, secrecy and allure
Mixing colors in a tasteful, creative way will bring out the best results of each, while deepening or lightening hues (such as changing red to burgandy) can soften some of the color's power while not diluting it.
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