Considerations

Age Differences

Young children tend to prefer brighter, more solid colors, while adults tend to prefer more subdued colors. If you’re writing to an audience of children and you’re using muted pastels and shades of grey, their parents might like it, but the kids will be long gone before the page finishes loading.

Class Differences

Marketing research in the United States has shown that working class people tend to prefer colors that you can name: like blue, red, green, etc. While more highly educated classes tend to prefer colors that are more obscure: like taupe, azure, mauve, etc. This is why Walmart does their store logo in bright red.

Gender Differences

In many cultures, men tend to prefer cooler colors (blues and greens) while women tend to prefer warmer colors (reds and oranges). Western men are also more likely to be color blind and so unable to see some of the differences in color on Web pages.

Trends

Colors, like everything else in design, go through ins and outs in popularity. Colors also tend towards seasonality, in other words, the designs reflect the season they were built in: winter blacks, whites, and greys; spring greens and bright colors; summer yellows; fall browns and golds.

But according to Jill Morton a color professor, psychologically, the “anti- aesthetic’ colors may well capture more attention than those on the aesthetically correct list. “

Therefore, while being mindful and aware of all these aspect when selecting colors, sometime, going with the unusual against the normal and cliché will also bring success to your work.

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