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Charlene Rashkow
Writing Stylist/Author
"Movin' On Up" an e-book chock full of tips
for overcoming any business hurdle.

Charlene brings 15 years of experience as a Writing Stylist and Author to her creative efforts as a freelance writer/consultant. She has successfully helped companies and individuals reach their objectives by writing outstanding press releases, bios, articles of interest, business plans, resumes, web site content and all other forms of marketing material.




Does Color Really Matter?
By Charlene Rashkow

We've all read the countless publications about effective web site design, outstanding written content and the never ending need for search engine optimization, yet often the importance of color one chooses for a web site is overlooked.

It is a proven fact that physical changes take place when individuals are exposed to certain colors. Because colors have the power to stimulate, excite, or even depress, specific color combinations can possibly work to your advantage or to your detriment. Have you considered whether your web site color is sending the message you intended?

While we all have our own color preferences, when it comes to a web site, you may have to abandon your favorite color and consider what draws a person's eye, what feels inviting and mostly what says, "I'm someone you want to deal with."

Of course color preferences can vary so greatly that to one person the color yellow represents brightness while to another, the yellow color seems repugnant. But no matter how you look at it, colors make the difference. Whether you are selling a product, offering a service or promoting a new business, your web site is your primary advertisement on the Internet. Therefore your job is to make everything about your site as inviting as you make your home. After all, this is how you represent yourself to millions of viewers. And just as you want people to feel at home and at ease when visiting your house, you want visitors to feel the same level of receptivity when visiting your online business.

So How Can You Be Sure Of The Right Color For Your Web Site?

1) Have you ever noticed that on some days you feel more vibrant and alive simply by the color of clothing you're wearing? The color actually influences your mood. The same holds true of your web site. Based on the colors selected, it either comes across as vibrant or depressing.

2) Visually, some colors elicit feelings of excitement, serenity, joyfulness, and even distress. Pay attention to what feelings are evoked when seeing a particular color, and then apply the same principle to your web site.

3) Do you think that people buy more often when they see a certain color? The truth of the matter is that when used correctly, you can encourage more buying and selling power when using the right colors. Colors emphatically stimulate a response, sometimes positive and sometimes negative.

4) You may think that when you look at an ad, you're attracted to the words, but more likely you're attracted to the color. If you like the color, you'll be drawn to read the words and buy whatever the ad is promoting.

5) White is always safe and easy on the eye as a background color for your site plus it lends itself to a feeling of trust. Although black does appear at first to create drama, it is not a good background color for your web site.

6) Choose colors that compliment the white background. While any color blends well with white, all colors are not as appealing to the emotional eye. Red activates excitement while greens and blues leave a feeling of peace and calm. Dark colors evoke dense, heavy feelings. Yellow offers a feeling of brightness. Since all colors have different meanings and elicit different feelings it's important to choose a color that reflects your message.  

7) When making a color choice for your web site, remember that colors on the red side are warm and stimulating, while blue/green colors are cool and relaxing. Review your site as objectively as you can and ask yourself if your site is sending the right message.

8) Darker colors may appear a bit somber but when mixed with some bright colors, can add a more cheerful tone and be very inviting.

Colors and What They Suggest:
BLUE - suggests security, authority, faithfulness and dignity
BROWN - suggests affluence, effectiveness.
GRAY - suggests authority, practicality and creativity
GREEN - suggests health, freedom & tranquility (easiest color on the eye)
ORANGE - suggests pleasure, excitement and ambition
PINK - suggests femininity, well-being and innocence.
PURPLE - suggests spirituality, wealth, and sophistication
RED - suggests excitement, strength and aggressiveness
WHITE - suggests purity, devotion, and truthfulness.
YELLOW - suggests warmth, sunshine and happiness - good accent color.

Having a good understanding of color and the way it affects the mood of the person seeing it can definitely influence your business. Color is how you gain attention and while no color is more perfect than another, different colors bring with them different feelings. Make sure before you finalize your web site, that the colors you choose evoke positive, empowering feelings.

About the Author
Charlene Rashkow is a Writing Stylist who has successfully written outstanding business material for companies and individuals for more than 15 years. Creating clever promotional materials, Charlene is well known for her press releases, web site content, business plans, resumes, brochure copy and ghostwriting manuscripts. You may visit Charlene Rashkow at, email her, or call her directly at (310) 514-4844.

© 2006 Charlene Rashkow

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