Other "warm" colors are red and orange. These lively colors excite emotions. People who like red tend to be impulsive, energetic, and crave action and success. However, overuse of these colors can produce tension.

"Cool" colors include violets, blues and greens. These colors are tranquil and have a calming effect in people. Blue and light green are soothing, suggesting outdoors.

Gender

Studies performed over past few decades seem to indicate that men tolerate less saturated colors, however they gravitate toward more highly saturated color. Therefore, advertising that contains reds, bright blues and grays may appeal more to a man than a woman.

Women tend to gravitate to cool, relaxed colors and seem to be more color conscious than men.

In both genders, it has been found that achromatic, sterile colors may produce increased heart rates and contribute to higher levels of stress.

Technology

Light produced by a computer monitor is not constant. As you read this article, you are viewing approximately 30 separate images a second. Your brain rejects information it doesn't want to see, and blocks out frequent moments that your screen is blank. With this in mind, it is important not to make colors on your web site too busy. This produces unnecessary strain on your eyes. Harsh, contrasting colors should be avoided. Giving people headaches does not aid in selling products!

It should also be noted that there are four factors that determine how color is rendered on your computer monitor: CPU (the computer's brain), computer platform (Windows, Mac OS, etc.), video card, and monitor itself. What you see may not be what others see. In some cases, royal red may appear as hot pink. Navy blue may look black. During development process, try to view your site on different computers.

So what do you do?

You may find, in many cases, trial and error is only way to determine what works. Be patient, and don't hesitate to make changes. The factors in determining color schemes of a web site, or any advertising for that matter, require careful consideration. Remember... Symbolism, Psychology, Gender, and Technology... Color does matter.

New Experience New features can dramatically improve user experience. Online calendars that allow a user to register for events are a perfect example of how a simple feature increases value of a site. No longer does user have to call or mail in an RSVP card. As such, company doesn't need a person to answer phone for every registration.

Cheapest Employee Your website could be your cheapest employee. It has already been mentioned that your site could make your day-to-day tasks a thing of past. By adding features to your site that help educate your user base, enhance marketing efforts, as well as, develop a sense of who your users are you are in reality making your site work harder for you. The simple fact is that you have a site. Why not make it work harder and do more for you and your company? An offshoot of adding features like this is that your users have more interaction with your site and your company.

Your Future Customers The whole goal of a re-design is to create a better experience for your users. There are many approaches to attain such a goal. Maybe it is a new look, a revised navigation scheme, or a complete overhaul. Whatever outcome, your site should reflect company behind site and insure a sense of trust with you future customers.