Chances are, if you do not directly look at sign, you will drive right on through. Why? Because in many nations of world, green means "go" and red means "stop."

Color exists only in our minds. It is a sensation based on a reaction to variations in light wavelengths. We have an emotional response to those wavelengths.

In world of web sites, color is just as important in creating an effective user experience as copy or object placement. Using wrong color may prevent an individual from purchasing a product. There are several reasons for this.

Symbolism

Thousands of years of history and a vast spectrum of religious beliefs have contributed to development of color symbolism. Practically every culture on earth has assigned meaning to color. Because this is so ingrained in society, color can have a powerful influence on human feeling. For example, you may be familiar with expressions such as "feeling blue," or "it's a black day."

A single color may have a different connotation from one culture to next. A classic example of improper use of color is EuroDisney debacle. Disney executives chose purple to be a predominant color in EuroDisney logo, not realizing that this color often symbolizes death in Catholic Europe. As a result, general public was not enthused.

When choosing a marketing strategy for your web site, carefully evaluate who your audience is. Never allow personal preference to dictate your final decision!

Psychology

Psychology is closely tied to Symbolism. Color can convey warmth, weight, etc. A web site advertising hot air balloons will generally not contain large amounts of black. Black and navy blue are heavy colors. Implying that your company's hot air balloons are heavy is not a good idea. Lighter, vibrant colors such as yellow and sky-blue are more appropriate.

My site is working fine. The links work. Content is added regularly. We have new features. Why does my company need a re-design?

Those are all great things. Sites should be updated regularly, have new features added, and by far have working links. However, as site grows it soon outgrows its foundation. Leading to an unorganized use of content, poor usability, and eventually chaos. A re-design is a perfect opportunity to take an inventory and put things back on track. It will also allow for a better user experience.

New Foundation With any re-design it is a great time to do a little rethinking. Looking at current site a question needs to be asked. What is it that people want when coming to my site? By understanding what it is people are looking for from your site you will be able to better position that information within architecture of entire site.

Judging by Cover The old adage "Never judge a book by its cover" doesn't apply to your website. Users to your site make quick and often harsh judgment calls within seconds of viewing your homepage. By making outstanding first impression with a crisp, clean, professional look user gets a sense of trust from company behind site.