Restaurant chains are known for the study of colors they do to positively impact their business. Some restaurants have their color schemes down to an absolute science. Years ago they realized that people would eat more in a place where they felt comfortable, both physically and psychologically. Their customers would also come back more frequently if the mood was right for them.
A web site can draw similar emotions and feelings. Look at a site you like. Is it calming? Is it inviting? Is it motivating? Is it relaxing? Of course a clean site helps with the overall preference toward the site but the colors make a difference as well.
Here are several articles to read up on to help with your choice for colors on your site:
One thing to keep in mind when you choose your colors is to choose a pallet to stick with. By pallet I mean choose a group of colors that go well together and stick with them. Display consistency on your site so the site is easier to read. A site with pink text on one page, green on the next, and blue on the next is not congruent and can be distracting. Many professional designers will choose a set of colors that are similar and then one that is contrasting (i.e. dark blue and light blue with orange text) to draw attention. A little study of color theory can help a great deal.
Web designers will attract people according to the impression people get from the site. The colors used will affect people subtly. Consistency promotes organization and usability. Choose your colors well according to what you want your users to feel as they enter your site.
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