Playing With Colors: How Your Website Can Incite Emotions

August 9, 2017   /   byArs Lexis  / Categories :  In Focus
Business People Discussing Color Schemes

Business People Discussing Color SchemesCenturies ago, master painters elicited emotions and reactions using colors, contrast, chiaroscuro and other techniques. Fast forward to today. Designers use the same concepts in advertising and developing their websites (Spoiler alert: These have a lot to do with playing with colors). Knowing these techniques allows you to leverage them and get better conversions.

Here are some of the many ways you can incite emotions in your website, according to a Salt Lake City–based web design expert

Complementary Colors

Hues do not have to contrast and be the exact opposite of each other. Complementing colors create accents and can bring out the best in each other. Complementary color schemes reinforce the emotions that a standalone color already represents. It enables associating feelings with your brand. Plus, it connects experiences with visual elements on your website.


This concept suggests that each color has an exact opposite or an ‘arch-nemesis’ in terms of shade and meaning. Using contrasts allow you to create conflicting and contrasting emotions in the images you use. It is a powerful tool because you can influence actions and even change behaviors. As the cliché goes, there’s no such thing as bad publicity. The different feelings you elicit may cause controversy. But on the other side of the coin, it may also start an active conversation about your brand. Also, a contrast in colors also allows you to highlight particular segments of a piece of content or a part of a page.


This technique cites that a color evokes certain moods and emotions from those that see them. Bright and warm colors like yellow and red tend to inject a viewer with energy and a higher level of alertness. On the other hand, darker hues such as blue and purple elicit serenity and tranquility.

Incorporating these techniques into your web design allows you to create certain emotions that you want a visitor to feel. These feelings may lead them to browse your pages to learn more about your brand or, better yet, buy your products and services.