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Choosing Complimentary ColorsJanuary 25, 2012 – 5:59 pm |
 Aurélien Uster |
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Choosing complimentary colors is a gift innate in many. The ability to pick various colors and gradients that appeal to a large variety of people is what makes many people great interior designers, fashion designers, and web designers.
Creative collateral serves two purposes. First and foremost, it has to be able to garner the attention of the consumer. A logo for instance, has to rely on its basic shape and color to be noticeable from a distance and at a quick glance. Then it has appeal to the consumer for a long enough time to effectively guide their eyes through its message. In digital marketing, these messages often act as an instantaneous call to action – a precursor to a successful conversion.
The importance of solid creative cannot be underestimated. Color contrasts are chosen at times for particular reasons. There’s an old rumor of a fast food giant that uses alternating colors to promote desired consumer action. Red and yellow were rumored to have been chosen for their abilities to quickly grab the attention of a potential consumer.
The colors were also said to have tested positively for hungry customers (red) and to then successfully turn them off to the point of leaving their facilities upon finishing their meal. This was based on the time spent looking at the unfavorable tint of yellow in contrast to red. While the colors used to pull them in were bright and vibrant, and same colors used indoors carried a slightly duller tint. As the consumer leaves the facilities, they have freed up space for a new customer, improving the restaurant’s turnaround time, allowing them to seat more, serve more, and thus earn more.
Weather this was an implied strategy or not, it’s no secret that something as simple as two colors together can influence the way in which a person views, reads, and interacts with a website, a banner, and more. Colors that promote various actions and deliver conversions require various degrees of market testing. Having a wide range of variations to choose from is where any designer wants to start. For those that have a limited imagination outside their current train of thought, the Color Scheme Designer can help you mix things up.
Here is a quick tutorial to guide you through the website that may be very useful:
You can choose the background color with your mouse (step 1) and then compare the different combinations given when you pick 1, 2, 3 or 4 colors (step 2). As you choose the first color, you will be able to see immediately the complementary colors given by the website (step 3).
When you like a color combination, you can click “Light page preview” or “Dark page preview” (step 4) to see how those colors would look like on a web page, as it will display a fake web page using the colors you have picked.
If you like those colors, put your mouse over them (step 5) to get the color code and start using them!
Finally, the top menu allows you to choose from various options (such as RGB or Web colors), to randomize a palette to get a complete random range of colors. It also even allows you to export your palette in order to use later (you can export it as a HTML+CSS file, an XML file or even a Photoshop or GIMP palette)
Remember to use these popular color variations to perform AB and multivariate testing on your website. This can be done simply with Google Website Optimizer. While you can test for several things on any page you want, the webpage color scheme that allows for the lowest bounce rate, the highest conversions, and most time spent on your site is probably the winner!
