We gauge the world around us, in part, through our perception of color. And colors affect us immensely—triggering chemical reactions in our brains that evoke emotional responses, feelings and even memories.
When color is used poorly on websites it can create unease—even a mild jarring effect—in users. For example, red, can be a wonderful brand color, but can quickly become overwhelming when overly applied. If selected too light, the color becomes an outdated baby pink, and if too dark: the color of blood.
When designing a website, the precise color—tone, shade and vibrancy—must be selected carefully, and applied with restraint.