The role of color in the creative process is one of those backgroundy things that no one really thinks about, and writers, filmmakers, artists, and fashionistas either get so right that the decisions involved seem invisible or perhaps intuitive, or so distractingly wrong that we forget that, somewhere along the line, a choice was involved.
Smart use of color hasn’t escaped web designers, either (some, of course, are beyond redemption; I’m thinking of those black backgrounds with tiny red and yellow type that mystery sites seem to favor). Most interested in color are designers of commercial sites that want you to “convert,” not in the religious, but in the wallet-opening sense. Their advisors cite data suggesting color is “85% of the reason you purchased a specific product.” And isn’t that just about the first question you ask when a friend buys a new car?
So, you might want to pay attention to these designers’ approach. Though brown is great in some contexts, research says women like blue, purple, and green (yes!) and not gray, brown and orange. Men like blue, green, and black, but not brown, orange, or purple. No red for anybody.
People designing brochures and adverts and a new color scheme for the living room might find some new thoughts in this infographic on color theory from designmantic. It includes the basic “meanings” attributed to each color and how colors can be combined successfully, for those throw pillows and whatnot.
Next time you look at a web page you particularly like, take a sec to see whether it’s because the color is just that exactly right shade of trustworthy blue. Thank you, Facebook.
P.S. Pantone’s “color of the year” for 2015 is Marsala, which the color company calls an earthy wine red that “enriches our minds, bodies and souls.” Looks like brown to me.