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The colour scheme of our website

By Charles Turpel

 

 

 

 

 

 

 

 

 

 

 

 

 

 

It is widely known that the appeal of a colour changes across different cultures or countries. Therefore, in a globalised world, and without any physical boundaries on the web, it is important to use a colour scheme that is more or less appealing to every culture. Research suggests that grey and blue colour schemes are the preferred colour schemes across several countries in terms of appeal, trust and satisfaction.

 

As a result, the dominant colour of our website is black and white, along with light grey and some blue accents. Research shows that black does not only stand for sadness, but it also makes the associated brand look more powerful, trustworthy and sophisticated.

White is not only a good contrast colour that we used to let the text stand out from the background, but it also reflects the perceived sincerity of our brand personality. Generally, white represents happiness and purity in western cultures (Aslam, 2005).

 

Furthermore, the colour blue has been used in separation lines between certain parts of the website, because studies revealed that blue has a high positive influence on the perceived competence the brand’s personality (Labreque and Milne, 2011).

It is important to make a trustworthy and competent impression on the web, because customers evaluate these factors purely by visual stimuli. 

 

References

 

Labrecque, L.I., Milne, G.R. (2011) ‘Exciting red and competent blue: the importance of color in marketing’. Journal of the Academy of Marketing Science

 

Aslam, M. (2005). ‘Are you selling the right colour? A cross-cultural review of colour as a marketing cue’. 1-14. in Papasolomou, I. (2005) Developments and Trends in Corporate and Marketing Communications: Plotting the Mindscape of the 21st Century: Proceedings of the 10th International Conference on Corporate and Marketing Communications.

 

Designstreet (2013). ‘The psychology of colours’. Retrieved from http://www.designstreet.com.au/the-psychology-of-colours/ [31 January 2105]

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