Color is a staple design element we see everywhere in our lives such as on every website we visit or app we use. Each year we see a lot of design trend predictions and they never fail to include color.
Over time, designers have used color more boldly and more strategically. Sometimes it is used to give a specific element more attention, sometimes to tell a better story and sometimes to enhance the brand experience.
Let’s talk about some of those examples.
Create a Strong Background
In a good design, a colorful and powerful background can be a good move to give interest to a specific section.
The Root Studio’s design uses a yellow background to highlight its case study about the Chester Zoo. The yellow background helps set the tone for the case study. In addition to the minimalist design style, the background color is an important design element.
Make a Statement
Color can be used to make a bold statement. In the Uber sign language landing page, the orange gradient background definitely catches your attention. This is a great design strategy since the purpose of the page is to teach people basic sign language which relies on visual cues.
Tell a Better Story
Color is a great asset in helping to tell a story. A good example of this is the home page of Bloom. They use the same almost-electric blue throughout the design. Along with other visual elements, the blue is used to help the user scroll from the header to the footer. If all the different sections had a different main color in this flow, the storytelling would be broken.
Create Bursts of Interest and Add Personality
Sometimes color is used specifically to add a interest to a design. Large and bold colors don’t always have to be front and center in a design in order for color to be used effectively.
For example, Designmodo’s Qards landing page uses all sorts of little color bursts. It makes the landing page more pleasant to look at and engage without having the bright red background or anything else that might be considered over the top. As long as it’s strategic, using bursts of color can be a good tool.
Improve Branding for Your Product or Company
In Asana’s redesign, where they implemented various color gradients as part of their new identity. In some sections of the website, color is heavily used while in others not so much; it’s a balance. The color strategy seems to be a key in Asana’s brand positioning.
We are seeing more strategic use of color on websites, whether it is to create better branding or make a bold statement with a bright red background to make sure people realize you’re different.
Above all, color helps bring about personality and, most notably, brand identity. The use of color in web design is only going to get better and stronger as designers grow even when web design trends change.