Fly on the E-Commerce Cyberwall

Why Blue Isn't Always Blue
Another lesson I learned from the big redo of my client's has to do with color in design. Now, I'll readily admit I don't have the best ability at designing the look and feel of a site. But I did my research and felt that I had made a big improvement over the old, pastel look and feel of the old design.

I found information on what colors are best to convey what feelings, studied sites that sell similar types of products and came up with a color scheme of blue and silver for the site. I was proud of the new color scheme, my client loved it. Everything was good—so I thought.

My client hired my web designer and freelance artist son, Jon, to design a new logo and I asked him to assess the new site design with his artistic eye as well. Overall, he liked the design, but when it came to the color scheme...

"Umm, Dad?"

"Yes?"

"Why'd you choose that color of blue?"

I explained the research I had found on how blue conveys a sense of reliability and quality. I described how I was using it to impart a sense of trust and excellence perfectly suited for our semi-upscale products.

He replied, "I understand what you're trying to do, but that shade of blue doesn't do that." (I had picked the most basic, browser-safe blue available.) "The blue you chose is more of a kid's party blue, not the refined and dignified blue you're after."

He showed me a mockup of the home page that he had done with a more subdued blue replacing the bright blue I had chosen. And I had to admit that the difference in feel was amazing. And when I went back to the sites whose color schemes had inspired mine, I was surprised to find that the shade of blue they use was very similar to the color Jon had recommended.

So blue isn't necessarily blue. At least, just because a research article says that the color blue has a certain psychological effect, it doesn't necessarily mean that EVERY shade of blue will have that effect.

I've changed the color scheme to the shade of blue Jon recommended and am very pleased with the results. But it goes to show that there are no one-size-fits all solutions to problems. Research that boils complicated matters down into a simple list is probably incomplete. And it's always best to take all the variables of a situation into consideration when you make decisions instead of just applying a one-size-fits-all answer.

And, of course, never try to do it all yourself. Turn to an expert when you need specialized info on a matter.
Jeff