COLOR Tips

Anderson's Technical Communication has a couple of good tips with regards to the use of colors, which you can apply to the creation of any document, but which should be specifically handy for the creation of a website:

1-Use color primarily for clarity and emphasis, not decoration. This might seem paradoxical given the numerous options that the web allows. However, color can detract the reader's attention from what you're saying. In addition, certain colors enhance a page's attractiveness, but detract from a reader's comprehension. In this sense, a black background might be better than a blue background for allowing your reader to focus on what you're trying to convey to them.

2-Choose color schemes, not just single colors.
I.e. make sure to become aware of what color combinations work for adding rather than detracting from your website's purpose and message.

a. Use bright colors to attract the eye, use dull colors for backgrounds
Quite simply, if you want your reader to see something they should see, that is where you should use the brighter color, if you don't want them to see it, use a dull color.

b. Use warm colors to communicate closeness, and cooler colors to add depth.
Warmer and more intense colors (such as various pastels, sepia-toned colors) appear closer to the reader than cooler and less intense colors, so you can employ this for three-dimensional images or simply to emphasize a certain element.

c. Use contrast to create emphasis

d. Use a high contrast between text and background. This advances the readability. For example, the black letters on this white background work better than the following which is written with less contrast to white.

e. Select colors with appropriate associations.
Pick colors that are closely allied with your topic. For example, having green in a website that deals with various technological advances probably doesn't work due to the association we have with nature being green.

f. Stick to a few colors.
Don't overdo it with the amount of colors. Just because there is a possibility to use numerous colors that doesn't mean that your reader will appreciate you creating a color-cluttered visual layout. As Gestalt theory argues, we have set physiological responses to certain color schemes, so it's important to pick colors that do not detract from what it is you're saying.

g. Use color to unify your overall communication.
It is important to pick a few colors and stick to them. Think beyond how it looks, and instead consider if it does/does not enhance your message. If it doesn't, change the colors to something that works and is unified so that your reader will associate what they've read as a coherent whole.

In a nutshell: pick a limited set of colors, use them in a unified manner, be consistent in the way you use them, and use colors consciously to enhance your website's message.