The significance of color in web design
When a European or American user visits an Asian-made website, color is usually the first thing they first pay attention to quite an unusual color pattern. But whatever might seem unconventional and even confusing for a Western eye, is highly-appreciated by an Asian user. The key to this difference lies in the long-lasting difference of perception of color and its use in everyday life. In other words, where a Western user sees yellow, green, or blue letters, an Asian consumer will unconsciously see the message behind it. So why the color is so important for Asian web designers and is this signature move so alien to Western design?
Color leads the way
When you read website design Thailand guide or trend list written by European or American specialists, you will always see the paragraph about the smart use of color patterns. But in Western designs, color accents play a very significant role in drawing a user`s attention to certain buttons or links. Therefore, the color palette is usually quite homogeneous with quite a few accents. This trend is not only a result of the minimalistic approach which is so important in European culture nowadays, but it is an important part of UX (User Experience) that is supposed to m, ake navigation through a website more intuitive.
Asian websites vice versa, look like a clash of different contrasting colors that most of the time don`t even belong to the same palette. But whatever a Western user might find confusing, actually appeals to the demand of an Asian consumer. Having a very structured corporate philosophy and dedication to discipline, Asian people are quite famous for becoming quite original, forward-thinking, and experimental when it comes to art and entertainment. According to the research, 68% of Western users see the Internet as a source of information over its entertaining features. At the same time, the Asian market is different – at least 87% of users claim that they browse the internet for entertainment more than searching for practical knowledge or research. That said, it looks quite logical that Asian web designers use flashy and contrast color as a means to underline the entertaining feature of every website, whether it is a celebrity gossip resource, online shop, or a media page.
Color has a meaning
The influence of color on a customers` behavior has been widely discussed for decades. And it was applied in many industries. For example, red is widely known as an appetite-awakening color therefore many fast-food networks have adopted it as a brand color. But nowadays the surveys show that Western people seem to be overwhelmed with bright and flashy color accents. They prefer monochrome and pastel pallets. They look classier, clean, and build trust.
At the same time, the meaning of color is still very important in Asian culture. That is why while yellow automatically associates with bravery and wealth, and purple symbolizes honor and luxury, even international brands with a significant color pattern adopt it in their foreign website design to appeal to the Asian market.
Bangkok is widely known as a bridge between two cultures, two worlds – West and East. Those are Thai web designers that were first to learn to adapt Asian visual effects for a European eye. This is one of the reasons why most Asian trends in design that suddenly appear in Western online space usually come through web design studios located in Bangkok.