Green is serene

　　Use green to create serenity, but never use yellowish greens (lime) for large areas. Blue greens will always speak class and restraint (think silk and classical elegance). Actually, used carefully, lime green could create kitsch 60's atmospherics (be afraid).

　　Mixing screen colours

　　In the world of paint, mixing black or umber (earth colour) always tones down a set of colours and can strike harmony between the most unlikely combinations. Adding a touch of white can get a chalky feel not unlike the greyish blue beneath the text. This is difficult to achieve on screen, especially if you are starting with the web safe palette.

　　I use a graphics programme (Fireworks, but anything similar will do) to stretch out sheets of black and white over my basic colours, and then make them transparent by degrees. This gets a better effect than trying to mix them. This will temper computer colours down beautifully if that is what you want to achieve.

　　Blue is the colour, links are the game...

　　There are some screen conventions that I find myself increasingly conforming to. Using blue as a link colour can get you better navigation results, because there is a custom of familiarity to its use in this way. People like to feel at home, and colour conventions such as these only help.

　　Texture and colour

　　Please don't use marble tiles or crude watermarks! This stinks of early Frontpage syndrome and freeware web programmes. Ever stripped wallpaper and found that dull greyish 50's and 60's slightly embossed stuff two layers beneath? Always make sure your text is totally readable on your background.

　　Limit your palette

　　Don't cram too many colours into your screen, provide a presentation to your subject in an evocative but subservient way. Create the right atmosphere with your color choice, but keep the subject in the foreground.

　　Make your impression quickly

　　Research shows that you have between 8 to 20 seconds maximum to persuade a prospect to stay on your site. When you walk into a shop, or even peer into it from outside, think about how the general tone of its overall appearance effects you. Visual appeal is your first weapon, use it wisely.

　　Art not science

　　You may be thinking, this article has not really addressed specific nuts and bolts, what has it told me? The best you can hope to get is a feel for the psychology of color, an approach that you can grasp intuitively. Try to start your understanding from this perspective, not intellectually, the difference will be a distinguishing one.

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