ALIGNED AESTHETIC: The Energetics of Color - Creating Sacred Space Through Web Design
Ah, color. Is there anything more fun? Such range, and contrast. Such personality. It has the ability to communicate so much without saying a word. Color is pretty talented.
When it comes to designing your website, color is just as important as your typography, copy, and images. It supports all of those things beautifully, when done well. Color is one of the most powerful elements of your website. Even if everything else is beautifully done—your layout, copy, and photos—a misaligned or unbalanced color palette can keep your site from truly resonating. A gorgeous set of colors might still fall flat if it doesn’t reflect your brand’s energy. When the palette isn’t right, the message gets lost.
Let’s cover some categories of color as it applies to energy and brand personality, and keep in my mind, you could go pretty far with even more of these. But the following are some go-to’s that cover most brand personalities and design goals.
Soft & Femme
Energy: Nurturing, intuitive, graceful, open-hearted
We love a good feminine palette over here at House of Poppy. That soft, ethereal feeling that just oozes the right amount of gentle and sweet, while still providing all the depth a website needs.
Earthy & Grounded
Energy: Rooted, warm, calm, connected to nature
These more grounded palettes have a bit more masculine energy to them, but are easy to still soften with the right balance of colors and tones. They have the ability to evoke steadiness, trust, and wisdom.
Clean & Minimal
Energy: Spacious, neutral, grounding, refined
These are great for those brands that love white space and want to promote clear thinking, mindfulness, and not overwhelm their users. You could also call this neutral & elegant.
Fresh & Bright
Energy: Uplifting, airy, alive, optimistic
Just like a new Spring day, these colors promote a playful but still grounded vibe, that users love to see.
Bold & Magnetic
Energy: Confident, expressive, rich, captivating
What would a palette list be without room for the more fiery and bold? This is a an energy that is so fun to work with, as there is a delicate balance to strike. Too much, and it can be jarring to users. Not enough, and they are confused. Are you actually bold, or just pretending?
It is important to note, that the use of the color is just as important as the actual palette itself. You could make a softer palette bold, by adjusting the amount of the brightest color and combining it with strong typography. It all depends on the energy you are trying to achieve.
Now that we have looked through some different palettes, which is your favorite and why? How does it make you feel? Which feels the most like your brand? Go try to create a beautiful set of colors from your favorite category and let us know how it goes!
