WEBVTT 0 00:00.810 --> 00:08.520 Now one of the first things I want to talk about is Color Theory. And color theory is the art and science 1 00:08.610 --> 00:11.760 of creating the right palette for your website. 2 00:12.450 --> 00:15.040 So take a look at this example. 3 00:15.090 --> 00:21.690 Now let's say you had a logo where you have flowers which are brown, paintball which is pink. 4 00:21.810 --> 00:24.960 It looks all very weird and very inconsistent. 5 00:25.020 --> 00:30.960 And take a look at the actual logos. Like what are you thinking when you see these color palettes on 6 00:30.960 --> 00:37.560 the words. The color of the flowers looks a bit like dirt I guess but it also looks a bit like something 7 00:37.560 --> 00:40.460 else. And the paint ball being pink 8 00:40.530 --> 00:45.120 I'm not really sure who that target audience is. But take a look at this. 9 00:45.390 --> 00:50.630 If we flip the color palette, it suddenly all looks like it's meant to be like this. 10 00:50.730 --> 00:53.710 It suddenly all looks a lot better right? 11 00:53.730 --> 00:56.940 It looks consistent with the actual message. 12 00:57.000 --> 01:02.770 So when you're picking colors you have to be aware of the mood of your color palette. 13 01:02.940 --> 01:09.780 So the predominant color that is going to be in your design really tells a story and it conveys a message 14 01:09.840 --> 01:11.530 to the user. 15 01:11.700 --> 01:20.490 For example, Red conveys love, energy, intensity. Which is why you see a lot of car adverts which have a 16 01:20.520 --> 01:22.980 red car on a red background. 17 01:23.340 --> 01:25.250 It's because they're trying to tell you, 18 01:25.260 --> 01:28.560 "Hey buy this car and you'll feel energetic 19 01:28.620 --> 01:38.220 and the intensity of this car even if you're 89." Now yellow is more about joy, intellect, attention. 20 01:39.060 --> 01:46.290 And the most important thing about yellow though is how attention grabbing it is because it's almost 21 01:46.290 --> 01:50.550 impossible to not look at something that is very yellow. 22 01:50.580 --> 01:53.530 For example this ad. Now a few years back 23 01:53.550 --> 01:59.220 this ad caused an uproar because it has this lady in a yellow bikini 24 01:59.220 --> 02:01.500 and it says, "Are you 25 02:01.500 --> 02:03.560 beach body ready?" 26 02:03.570 --> 02:06.740 And a lot of people got really really upset about it. 27 02:06.750 --> 02:08.090 They took to the Internet, 28 02:08.100 --> 02:09.420 they raved about it. 29 02:09.570 --> 02:15.390 And I remember thinking to myself at the time, "You know, this is not so different from a lot of the other 30 02:15.390 --> 02:17.880 ads that are trying to tell women how to look." 31 02:18.500 --> 02:20.100 And it's not a great message. 32 02:20.160 --> 02:26.580 But why is it causing so much anger and causing so much attention drawn to it? 33 02:26.580 --> 02:30.270 And I think the reason is because it's actually bright yellow. 34 02:30.900 --> 02:35.450 It's impossible to ignore this advert when you come across it. 35 02:35.610 --> 02:42.420 So when you're creating a logo or when you're creating some sort of headline, then yeah yellow is a great 36 02:42.420 --> 02:48.090 choice. But when you're creating something that's designed to be looked at for a long period of time 37 02:48.540 --> 02:53.290 then yellow can be too attention grabbing. It might actually hurt your user's eyes 38 02:53.400 --> 02:58.000 if you tried to read a whole article that's backgrounded in yellow. 39 02:58.350 --> 03:05.670 Now the next color that we're going to talk about is green which is all about freshness, growth, safety. 40 03:05.880 --> 03:13.110 And that's why you see a lot of grocery companies like Hello Fresh or Amazon groceries use this color 41 03:13.230 --> 03:19.120 as their predominant color palette. Because it's trying to tell you, "Hey look! This thing is edible. 42 03:19.140 --> 03:21.620 This is what we're selling." 43 03:21.690 --> 03:28.870 And so if you have a company that has anything to do with food, this is usually a safe bet to go with. 44 03:28.890 --> 03:37.440 Now Blue is about stability, trust, serenity. And so you see a lot of companies which need to convey that 45 03:37.440 --> 03:39.980 "Hey, we're really trustworthy" 46 03:40.020 --> 03:41.930 use this color. For example, 47 03:41.940 --> 03:47.640 look at all the financial companies, look at companies like PayPal or the cryptocurrency companies like 48 03:47.640 --> 03:52.680 Coinbase. They all choose this color because they want you to know that they're not going to run away 49 03:52.680 --> 03:54.060 with your money. 50 03:54.090 --> 04:01.170 In fact, there was a really interesting psychology study where they compared interviewees wearing different 51 04:01.170 --> 04:02.550 colored shirts. 52 04:02.580 --> 04:05.700 So for example, a group of them would wear a green shirt, 53 04:05.700 --> 04:12.410 another group would wear a blue shirt and they compared how they were perceived by the interviewers. 54 04:12.510 --> 04:19.050 And it showed that just by changing the color of your shirt to a blue one you vastly increase the amount 55 04:19.050 --> 04:20.180 of trust in you 56 04:20.250 --> 04:21.970 that's given by other people. 57 04:21.990 --> 04:26.390 So have a think about that the next time you're going for an interview. 58 04:26.460 --> 04:34.950 Now the final color is purple and it's meant to signify royalty, wealth, femininity. And strangely enough 59 04:34.980 --> 04:41.160 I've come across a number of payday loan companies which use this color palette especially ones which 60 04:41.160 --> 04:42.900 are targeted at women. 61 04:42.990 --> 04:48.690 So, the important thing to think about is that you're making a conscious decision when you're choosing 62 04:48.690 --> 04:49.920 a color palette. 63 04:50.010 --> 04:56.040 It's not just whichever color you like or your favorite color. But it's actually 'what message am I trying 64 04:56.040 --> 05:03.930 to convey to the user' and then picking an appropriate color. Now, usually you're not just going to be 65 05:03.930 --> 05:09.180 using a single color for your design. You're probably going to be using two or three. 66 05:09.300 --> 05:14.850 So at some point you have to think about which different colors to combine. 67 05:14.850 --> 05:19.680 And this is probably the most scientific part of color theory. 68 05:19.740 --> 05:28.740 Now very often, designers will rely on scientific ways of combining colors. For example taking two colors 69 05:28.770 --> 05:31.560 that are right next to each other on the color wheel. 70 05:32.130 --> 05:36.170 And this way you create what's called an analogous color palette. 71 05:36.390 --> 05:42.600 And these designs look incredibly harmonious and they really work well together. 72 05:42.600 --> 05:48.450 So this color palette can be really good for things like navigation bars and the body of your website 73 05:48.930 --> 05:52.300 or things like a logo and it's background. 74 05:52.350 --> 05:59.160 Now, what it's not so good at though is standing out. If you really want your design to pop, you're better 75 05:59.160 --> 06:05.490 off taking two colors from opposite ends of the color wheel creating what's called a complementary color 76 06:05.490 --> 06:08.280 palette or a clashing palette. 77 06:08.280 --> 06:12.270 Now this complementary color palette really creates that pop. 78 06:12.600 --> 06:16.490 And it really brings out each of the colors. 79 06:16.620 --> 06:23.130 So the next time you go to a supermarket, I want you to take a look at the meat aisle and see if they've 80 06:23.130 --> 06:27.910 used this complementary color palette to make things pop. 81 06:27.930 --> 06:34.620 So, one of the things that you often see is they'll take these fake plastic bits of greenery like fake 82 06:34.620 --> 06:42.720 grass or fake bushes and they'll put it in between the meat. And because the green and the red are complementary 83 06:42.720 --> 06:50.160 colors it makes the red meat pop out a lot more and gives you this idea of freshness 84 06:50.310 --> 06:57.750 even if it's a little bit past the best dates. But what you shouldn't do with clashing colors or complementary 85 06:57.750 --> 07:04.710 colors is to try to style text and text background with it because it actually looks very very jarring 86 07:04.920 --> 07:08.440 and you can feel your eyes sort of getting a little bit fuzzy 87 07:08.550 --> 07:13.940 looking at this particular combination. So don't do this when it concerns text. 88 07:14.100 --> 07:20.670 Instead, keep it to things like logos or icons or things that you really really want to stand out from 89 07:20.670 --> 07:21.990 each other. 90 07:22.020 --> 07:28.350 Now, there's a lot of other ways that you can combine colors like drawing an equilateral triangle to 91 07:28.350 --> 07:34.170 create a triadic color palette or drawing a perfect square. 92 07:34.180 --> 07:40.200 Now if you want to, you can head over to a website called Adobe color which lets you mess around with 93 07:40.290 --> 07:47.430 all of these different color combinations. So select a triadic color palette or a square color palette 94 07:47.820 --> 07:52.990 and then drag it around the color wheel so that you get different combinations of colors. 95 07:53.100 --> 07:59.100 And once you come across a palette that fits the mood of your project, then you can pick the hex codes 96 07:59.220 --> 08:02.790 and just put them straight into your website. 97 08:02.790 --> 08:07.950 Now if all of that sounds like it was a little bit too much work ,then I got you covered. 98 08:07.980 --> 08:11.470 You can also use a website called colorhunt.co. 99 08:11.490 --> 08:17.550 This is a website where professional designers have curated some of their favorite color palettes 100 08:17.730 --> 08:21.130 and you can nab the hex codes straight off the website. 101 08:22.110 --> 08:28.530 So take a look at the hot and popular sections of this website and use it to guide the pilot scheme 102 08:28.540 --> 08:30.810 for your next project. 103 08:30.810 --> 08:37.350 Now when you create a website that has a beautiful consistent color scheme like the one for the LIEBE 104 08:37.350 --> 08:44.760 yogurt, you can see how much it makes the design stand out and it becomes really colorful and really 105 08:44.760 --> 08:51.000 playful and you can convey different messages using your choice of colors and your color scheme. 106 08:51.010 --> 08:54.060 So think about your color choice and your color palette 107 08:54.060 --> 08:59.760 the next time you design your website to make sure that it is consistent with what your brand is about 108 08:59.850 --> 09:04.140 and what your product is about and it conveys the message you want to convey.