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The Importance of Contrast in Web Design

As both a tool of creativity and accessibility, contrasting colour themes often play a pivotal role in efficacious web design. Though it may seem like a small and inconsequential aspect of digital marketing, one that is often overlooked by business owners who are just beginning to navigate online spaces, the importance of understanding how to utilise it correctly can not be stressed enough. If you’re interested in learning more to optimise your internet based branding, stick around as we break down why contrast usage is generally crucial to developing a strong circle of prospective consumers.  

Contrast Increases Client Engagement 

When considering the best approach to take to effective web design, it’s important to understand what it is that your audience is truly looking for. Multiple studies have shown that most website users simply “scan” a web page for the necessary information that they need, rather than reading the website as a whole. Contrast can really come into play in a helpful way here.  If utilised correctly, it can be used as a natural highlight – a way to draw the eye of prospective clientele to the most important aspects of your brand’s website. This simultaneously prevents the user from wasting their own time, and encourages them to revisit the site for its level of convenience 

Contrasting Helps Your Brand Stand Out

Contrasting as a visual tool is famous for the way it draws attention and enables businesses to “stand out from the crowd”, so to speak. Due to the extremely competitive nature of the digital landscape, finding a unique brand identity is extremely important to the continued success of just about any company trying to thrive in online spaces. There are millions of businesses across the globe all vying to catch the eye of the consumer at any given moment, which can seem intimidating at the best of times – but utilising contrast in an innovative manner is a great way to begin circumventing that worry.

Contrast As An Accessibility Tool 

Perhaps the most crucial benefit of implementing contrast into your website is the way that it exponentially increases the accessibility of your brand’s website, across the board. Ensuring that the web page is easy to use for a wide range of demographics should always take priority for businesses who are stepping into the world of web design, and utilising contrast can help achieve that! For example, those with low vision and colour blindness need a strong colour contrast between the background and the foreground of any content they consume in order to be able to read it well. This is just one of the ways in which including contrast as a key design point can enable users to navigate your website in a much more comfortable manner.

Contrasting Optimises Creativity 

Another way in which contrast can positively impact your brand’s overall identity is that as a tool of colour theory, it can really encourage creativity within the overall design of your business’s online space. It’s easy to fall into the trappings of creating a stripped down, “modernised” and ultimately plain website in order to attract contemporary clientele, but this can bore consumers rather than draw them in. Putting in the effort to create a bright, aesthetically pleasing and eye-catching design can make a real difference through the lens of the site user. 

To Conclude

With the significance of properly utilised contrast fresh in your mind, it shouldn’t be hard to see why this colouring feature remains so popular among web designers and clientele alike. Be sure to consider it as a viable option next time you’re thinking of rehauling your brand’s aesthetic! 

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