When you start building your site, it's important to spend time deciding on your site's color scheme. The base colors that your design elements rely on can make or break your website, so choose carefully.
Always match your color scheme to your site's content. For example, if you have a women's health website, lean towards pinks and reds. I made the mistake of using a blue color scheme on a women's health website I designed a few months ago, and making the switch to reds and pinks increased viewership nearly twofold.
Never, ever use clashing colors. I hate sites with bright reds and yellows. It looks very amateurish, and your visitors won't like it. If you don't like looking hidden wiki it, nobody else will either. Choose a relaxing color scheme to make people feel welcomed and at ease when using your site.
You should always use dark text on a light background. If you look at every major site on the web, you'll see dark text on a light background. That's for a reason: it's easier on the eyes.
Finally, all links should be blue. Blue is the accepted web standard for links. A blue link screams, "I'm a link, click me", whereas an orange or red link looks a lot like orange or red underlined text. If your links are currently a different color, try switching them to blue and see if your average page views per user increases. I guarantee that it will.
Always keep these basic ideas in mind when designing a website. If you need proof, just take a look at every site that you regularly use: Dark text, light background, blue links.
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