When a person lands on a website, they make an almost immediate judgement about a brand. Their first impression depends on the site's visual appeal and color plays a major in this. Colors tell visitors a great deal about the personality of a brand before they read one word of the copy on the site.

When choosing color designs, select three colors using roughly 60 percent of your primary color, 30 percent of the secondary color and 10 percent of your accent color. This helps you create a balanced interface and offers a good user experience. Strongly contrasting colors can invoke excitement, while colors with a lighter contrast are more relaxing.

When choosing colors, it is important to understand the website's target audience. This not only applies to gender, but also to cultural differences. Colors have different meanings in different countries.

UI designers have to understand unconscious color psychology. Colors invoke certain emotions in Americans:

Red - Invokes feelings of passion, love and confidence. It's also a way to draw attention to important conversion elements.

Yellow - Yellow in small does inspires confidence. In larger amounts, yellow can cause anxiety.

Orange - Orange is a warm, energetic color that also signifies value.

Blue - Blue, except for pale, baby blue. is a trustworthy color that inspires confidence. Banks and other financial institutions frequently have websites featuring blue as a primary color.

Purple - Deep purple can signify luxury. It was once a color reserved for royalty.

Pink - Use pink sparingly on websites looking to attract a young, feminine audience.

Green - A popular color for websites talking focused on the environment and nature.

Remember, color can have a significant impact on user behavior, including time on a site and conversions, Use it wisely. For more information click here https://georgefrancis.dev/writing/a-beginners-guide-to-applying-color-in-ui-design/.