As an artist color is a very important tool used daily. When painting there are colors chosen, matched, and manipulated to get the best results for what I want to convey to the viewer. This morning, I was enjoying viewing many artworks and artist’s websites and I began contemplating my choice of website colors and the effect these colors have on my viewers. After all, there have been many studies on how colors evoke different feelings and responses from individuals.

I have noticed this especially with my paintings. I love the dark values used in paintings of the old Masters while in reality, I find that these paintings are among my last to sell. Now I’m not saying it is the dark values, it may very well simply be my technique or color choices. I have had people tell me they don’t like the darker paintings. Although we each see things differently, color studies seem to reveal a link between color and its effect on people. What about the value of color and its effect?  

I asked myself just what kind of feelings and responses is my website color scheme evoking?  Thus began my research into color and marketing your products.

During my research, I discovered one commonality and that is when making color choices, it is important to know who your target audience is to convey the right message. I can relate because this is a lot like the considerations one takes when deciding upon the concept for a painting. I have decided that the best approach for me is to think of my website page as one single painting and where I want the viewer’s eye to go. First, I want people to look at my art but not have a difficult time navigating my site. I want viewers to easily find links and information that is important to each work of art. Right now my website’s main color is RED and the value seems quiet bright up against the black I chose for my artwork background thus making it harder for the viewer to focus on the painting. 

According to Dan Green’s article on “http://www.thegreeninternetgroup.com/color-a-critical-marketing-choice” , The color red is known for evoking feelings of  Aggressive, assertive, intense, strength, vitality, life-sustaining, passionate, courageous, insightful, love, passion, danger, warning, excitement, food, impulse, action, adventure, vitality If people are able to see energy, they’d probably see red (pun intended). Red is the color associated with activity, passion, romance, and adventure. This color is the eternal call to action. In design, you’d do very well to use this color if you are offering something exciting and new to your consumers. It tends to make us hungry and has proven particularly effective for selling food and food supplements. – but not a great selection for a diet coach!

I know what I want out of my website and that changes must be made to obtain these goals. I don't want my viewer's pulse rate and heart rate to increase and then they get hungry and leave my site. I want viewers to calmly stay longer on my website and I want the viewer’s eye on my paintings. In conclusion, I need a color that is more calming and my preference is neutral tones so that my art will appear brighter and be the main focus. According to my research, blue is the favorite color here in America and it seems a good acceptable color worldwide. Since I sell my art in many Countries, I need a good color that appeals to a broader audience and does not take away from my work. I don’t know yet what color scheme I will choose, but I cannot wait to see the changes if any on my website analytics. Don’t get me wrong, I know all about statistics and that these color marketing studies are not 100% correct. I do know a little about art and it is true that you guide they eye through color and value to where you want your viewer to look. Oh by the way, I was not able to find any reference to color value and marketing except that higher value colors are found more relaxing. Personally, I find the darker values more relaxing but hey, that’s just me.