In addition, complementary colours are less fatiguing to
the eye.
According to Frank Vodvarka, associate
professor of Fine Arts at Loyola University Chicago, “The use of green in
surgical operating rooms is, in fact, an effort to neutralize the constant
exposure of the surgeon to red-violet of human organ tissue so as to prevent
spatial depth illusions.”
Well, colour is used in many ways; use it to your
advantage.
PURPLE
Purple is a luxurious and self-indulgent colour;
it is associated with royalty, wisdom, imagination, sophistication,
inspiration, wealth, and mysticism. Varying shades of purple convey various
meanings and look especially nice with green. By the same token, purple is
rarely seen in nature and therefore takes on an artificial air. I’m willing to
bet that most financial institutions would not choose purple as their primary
web colour. It’s more of a romantic and whimsical colour and sparks the
imagination.
ORANGE
In nature, this is the colour of the
turning season; it is the colour of fall. It is associated with creativity,
energy, vibrancy, stimulation, health, activity, and sociability. It is less
aggressive than red, but also a very good call-to-action colour. It draws
attention without seeming so emphatic about its cause. It works very well with
blue and is often used by financial institutions that are trying to reach a
younger market.
BLACK
Black is associated with night, death,
power, weight, sophistication, elegance, formality, seriousness, dignity,
solitude, and mystery. White text on a black background is a bold move on the
part of a web designer, as it makes the text difficult to read. However, many
artistic sites use this to create a feeling of dissidence. Black has been known
to represent secrecy and intrigue, which makes it a great choice for mystery
writers, especially when it is combined with the colour red. When used
properly, black can be very sophisticated.
WHITE
White is associated with purity, innocence,
perfection, virtue, cleanliness, softness, sacredness, truth, and simplicity.
It is the easiest colour to read lettering against and is often the best choice
for a background, as it gives the other colours prominence. Sometimes,
simplicity is the best way to convey your message. However, when you consider
that computer monitors are light-emitting screens, it would stand to reason
that too much white just might give your reader a headache. No one wants to
stare into a white light for any length of time. A white website with black
text and no imagery to break up the noise is a bad choice for any prudent
author.
GRAY
This is a great colour for photography and
art sites because it rarely evokes emotion and allows for the colours of the
art to take the spotlight. Gray is a balance of white and black; it is its own
complement. Gray is associated with neutrality, balance, security, reliability,
modesty, classicism, maturity, and intelligence. Blue and gray are classic colours
for financial institutions and universities.
As you choose your colours, think about the
harmony of nature and the audience you wish to attract. Be consistent with your
colour choice. Remember that this becomes part of your branding, and you would
be well served to make sure that it looks good with your logo. Context is your
first concern—this comes from knowing your audience. Strive to attain contrast;
this is the basis behind complementary colours and why they are pleasing to the
eye.
Also, take into account that not everyone
sees colour the same. In fact, 6 to 9 percent of males and 0.8 percent of
females are colour-blind.
