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One of theessential components of visual experience among human beings is colour.

There is extensive use of colour andcolour designs due to their importance in website design. Ghamari and Amor (2016) contendthat the understanding of colours and their visual enhancement of websitedesign is the first necessary design among designers. Colour is a powerfulaspect because it shapes how individuals view different things. The perception,memory and interpretation of things areinfluenced by the different things that people see. This explains the importance of colour incommunication.  Richardson et al.

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(2014) explain that effectiveness ofcolour in design is dependent on how well a designer uses colour. The communication of information from oneindividual to another through a medium is known as visual communication. Imagesgenerated from computers and computer design is some of the examples of visualcommunication commonly used at present.The effective use of colour in each of the mediums as Won and Westland (2017) explain is not only dependenton the strengths and limitations of the medium but also on human factors. Theperception of the audience towards the use of colour is also an essentialfactor to consider in colour efficacy. The use of a specific mix of colours should,therefore, emanate from personal considerations interms of design and the medium of communication. A study conducted by Wei et al.

(2014) concluded thatthere are no specific rules that are applied while using colour in the graphic design. It was further explained that what works well in a certain designmight fail in the next. According to Hanafy and Sanad (2015),the colour should be used toenlighten individuals rather than dazzle and be decorative. The intellectualcapacity that should be realised whileusing colours should have the ability to enlighten individuals.

Properallocation of colours is one which relates toaudiences rather than manipulating them. A proper design is one which factorshue, chroma and shade of the colours that areused. There are some colours that shout,but they should be used in a way that calms the audience. Information provided by Richardson et al.

(2014) concludes thatdesigners should use colours in such a way that captures their audience. Thediversity of audiences in terms of age,gender and culture present the diversityof using colours and their significance in design. Colour is one of the aspectsthat can be used to effortlessly communicatewith an audience depending on their characteristic. Colour can be usedto signal personalisation hence a vital tool for designers. Gender is among the factors that influencethe perception of colours acrosspopulations.

However, Dabner et al. (2017) mention theinfluence of gender on colour has been diminishing over the years. Theliterature further provides that both men and women prefer cars and houses ofthe same colour. The popularity of grey, black, beige, blue and silver has been witnessed over the years. Women in thesociety are more flexible to prefer colours in the entire wheel compared tomen. Some colours such as pink and purple are still restricted to men by thesociety because they are linked tofeminism.

However, in the modern day, menare wearing more of these colours despite the society limitation. This changeas Wilms and Oberfeld(2017) content can be linked to the change of roles among men andwomen in the society. Age of individuals is another aspect ofconsideration while using colours in design. Individuals from different agegroups have varied preference over colours. While designing, the general ruleis that bright colours are used to reach out to older audiences while youngerindividuals are best targeted using cool colours. Amsteus et al(2015) while conducting research found out that when individuals’ age they tendto perceive colours being darker which explains their high liking of brightercolours. The modern generation is more experienced to colours due to theirearlier exposure with crayons.

Effects of colours such as glitter, metallic andpearlescence are preferred among the young individuals compared to olderpeople. While hues are important to factor across ages, the shade of aparticular colour also has a significant influence. Müller et al (2014) who conducted research todetermine which age group prefer certain shades of blue, it was found out thatindividuals aged 13-20 and less than 34 years prefer navy blue a darker shade.Further in the study it was also discovered that adults above the age of 35were more inclined to lighter shades of blue which included sky blue and smokyblue.  The figure 8 below shows theanalysis of colour preference by age groups.

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