Many people underestimate the importance of proper color selection in web design. However, those who delve deeper into this art will quickly realize that it is incredibly essential to successfully building a website. Each color is associated with attributes and, depending on what part of the world you are in, different meanings. An entire category of science has been devoted to the analysis of colors, their effects on those who see them, and how different colors interact with each other. In web design, it is crucial to understand the different effects and meanings of different colors and how they can influence your target audience. Colors have a wide range of effects on their viewers (Chapman, 2010). For example, red has been shown to increase blood pressure and respiratory rate, and also improve human metabolism. Orange commands attention and can lead the viewer to feel a sense of friendliness and invitation. Yellow has a somewhat wider range, depending on the value, brightness or darkness of the color. Yellow in general can give a feeling of happiness and cheerfulness. Lighter yellows can convey a more calming form of happiness. Darker yellows are known to convey a feeling of antiquity. Green is known for its balancing and harmonizing effects, as well as its stability. Brighter greens tend to give off a more energizing feeling. Blue, in my opinion, is a rather strong color, with a wide variety of effects depending on its hue. Light blues tend to be refreshing, friendly, relaxing and calming. Darker blues tend to convey a feeling of strength and reliability. Very bright blues have a habit of conveying energy and refreshment. Purple has long been reminiscent of royalty, hence why it is darker...... middle of paper...... Designer, Part 3: Creating Your Own Color Palettes. Retrieved February 20, 2014 from http://www.smashingmagazine.com/2010/02/08/color-theory-for-designer-part-3-creating-your-own-color-palettes/Friedman, V. (2007 , September 27). Smashing magazine. 10 Usability Nightmares You Should Be Aware of. Retrieved February 23, 2014, from http://uxdesign.smashingmagazine.com/2007/09/27/10-usability-nightmares-you-should-be-knowledge-of/Friedman, V. (January 31, 2008). Smashing magazine. 10 principles of effective web design. Retrieved February 20, 2014, from http://uxdesign.smashingmagazine.com/2008/01/31/10-principes-of-effective-web-design/Jones, H. (2009, May 26). 10 super useful tools for choosing the right color palette. Web Design RSS Ledger. Retrieved February 23, 2014 from http://webdesignledger.com/tools/10-super-useful-tools-for-choosing-the-right-color-palette