Infusing the Magic of Pastel Colors in Website Design

January 28, 2015

With hundreds of competing websites, one of the key priorities is to make the design stand out, both in terms of look and feel as well as user experience. The color palette utilized for a website plays a significant role in building up its character. Colors play an important role in website design and are utilized for varied purposes such as maintaining brand consistency, drawing users’ attention, guiding users to a specific message or feature on the page, and stirring an emotional response. While bold colors have been the mainstay in website design, there’s a niche segment that prefers to use pastel colors. The numbers may be less, but when the need is to have a light tone, being informal, and adding some fun, pastel colors do the job much better than other color shades.

Whether or not to choose pastel colors for a website also depends on user demographics. Pastel colors are best for a feminine audience, children, and the younger generation. These shades have been used widely across websites such as women’s fashion, DIY, food & beverages, arts & crafts, local communities, social welfare, and children’s apparel & accessories. Pastel colors are also a huge hit among personal websites, as they allow website owners to sprinkle a fair amount of their favorite colors onto their design. While bold colors carry a broader message, pastel color shades can convey very fine emotions, thereby adding a personal touch to the website.

Pastel colors can be used in page background, design elements, logos, fonts, etc. Current trends indicate towards the use of a broad pastel colored background with a smattering of text and design elements. This helps reduce clutter and guide users to the specific ‘call to action’ on the page. If the color palette is minimalistic, pastel colors work great with shades of gray. These can be used as the base for the pastel colors to virtually emerge from the background and stand out. This works well for depicting true to life imagery that’s abundant with pastel color shades.

Pastel colors can certainly work up the magic and add a personal touch, but if you ask designers, they will readily tell you that it’s a bit tricky to use pastel colors. If not done right, the design can easily slide to the ‘washed out’, or ‘too feminine’ look. Unless you specifically want it to be like that, such errors need to be avoided. Another tricky aspect is the need to draw attention to a specific message or feature on the page. While bold colors can do the job easily, it takes a lot of creativity, effort, and experience to achieve the same with pastel colors. If the design elements and pastel colors don’t have the right balance, the overall look and feel may appear dull and lifeless.

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A seasoned Internet Media professional with more than 10 years of experience in varied domains such as website design & development, digital imaging, social media marketing, and search engine optimization. We are intrinsically technology geeks with an insatiable appetite for new developments in the digital landscape.