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When did you see a Web site in black and white for the list time?
Color is vital to the repertoire of a typical Web designer, and yet many designers don't understand that the colors they pick may be having more of an effect than they realize. Colors are a design tool that impacts people on a visceral level. Usually, they don't realize they are reacting to it. For example, in the U.S. most hospitals dress their nurses in light blues and pale pinks. This is done because these are calming, relaxing colors, and angry patients relax a little in their presence. Once you get to know your users make up you can pick a color scheme that suits them.
When choosing the colors for your Web page, first of all you (as always) think of your users. Is it a worldwide audience? Is it primarily Western? Eastern? Are they older? Younger? Male? Female? All of these things, and a lot other can affect the color choices for your Web site.

Ethnical Differences
Colors gain symbolism with ethnical references in the culture you were brought up in. Depending on the the nation, colors can have very different meanings and actually be a source of problems for your site. For example, in the Asian cultures, white is the color symbolizing funerals but in the West white is the color of Weddings. If you plan to design a Wedding portal meant for an Asian audience and you picked white as a base color, you could be bothering the people you're trying to appeal to.

Age Differences
Young children tend to prefer bright and juicy colors, while adults tend to prefer softer colors. If you're writing to a kid's audience and you're selecting dull pastels and shades of grey, the adults might like your work, but the kids will be gone by the time the page loads.

Social Differences
Recent surveys in the United States has shown that working class individuals tend to like colors that you can name: like blue, white, green, etc. While upper class people usually like colors that are more obscure: like taupe, azure, mauve, etc. This is why Target does their store logo in red color.

Gender Differences
In many cultures, males usually prefer cooler tones (blues and greens) and females like warmer colors (reds and yellows). European men are also more likely to be color blind and therefore not able to tell apart some of the differences in color on Web pages.

Colors, like all the other aspects in design, go through ins and outs in fashion. Solid black Web pages were all the rage a few years ago, and now you hardly see it at all (but it will surely come back into style sooner or later). Colors also change with the seasons, in other words, the designs reflect the season they were built in: winter is usually grayscale; spring flushes with greens and pinks; summer yellows; fall reds and copper.

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