When you choose the look of your Web site, pay close attention to the color. A Web site’s color scheme creates an identity and either supports or detracts from a connection with the users.

Here are some things to keep in mind when deciding on color:

1) Readability. There are certain colors that are much easier to read than others. Remember that you want visitors to remain on the site for as long as possible. They will get discouraged if they have difficulty reading the type. Darker colors are the easiest to read.

2) Background. Many people like using a solid black background. Bright colors will pop out. However, it may be difficult reading type of this background color. Also, if the type is white, someone will have to convert it to black before printing out the page.

3) Variability.  Do not go crazy with colors. Keep it to only a couple of different colors and be consistent from one page to the next. Readers will begin to identify with the color of your page that corresponds to your logo.

Do your homework before choosing your colors. Travel to numerous sites and jot down what you like and do not like about their color scheme. Check out other pages as well as the home site. Look at the blog, product listing, and ”About” page, for example, and see how they use color.

Keep in mind the psychology of colors when applying them:

RED: This is the color you want to use when you are trying to get the attention of the readers. Don’t overdo it. You do not want people to be looking at three or four places at the same time.

PINK:  Whereas red commands attention, pink will bring about a softer and more emotional feel. It can also be used with humor, children and playfulness.

ORANGE:  This is an energetic and lively color that can be dramatic and vital, as well as warm and emotional.

YELLOW:  The brightness of yellow is often associated with sunlight, happiness, enthusiasm and wealth.  It brings a sense of enjoyment and contentment.

BROWN:  This earthy and wholesome color conveys natural, simplistic and durable.

BLUE:  Corporations and financial institutions often use the color blue because it conveys tradition, stability and calm.

GREEN:  This is another color that evokes feelings of nature and the environment as well as good fortune and safety. 

PURPLE: Here’s a color that is liked and disliked equally. It depicts power, luxury, strength and royalty.  It is normally appreciated more by more creative people.  

BLACK:  This color can often convey enrichment, power and a feeling of high class and being trendy.