Page 39 - AV Presentations - Student Textbook

To soften this feeling of sterility, some web designers will tend towards an ivory or cream instead. These
offshoots of white are softer and even less noticeable, but with the same minimalist and
complementary aspects. They are the more comforting and less stark alternatives to white.

11. Gray

Grey is used sensitively on the Apple website
All cultures: Neutral, formal, gloomy

As the intermediary between black and white, grey exudes neutrality, or a lack of any
particular sensation. However, in the hands of an expert, this intermediary position can be
a powerful tool.

By varying the vibrancy, grey can take on the properties of either black or white – attention grabbing or
repelling – to specific degrees. That means if black is too powerful for your design, try dark grey. If white
is too bland, try light grey.

On its own, though, grey is rich with individual characteristics. It is the color of formality, so sites aiming
to look traditional or professional tend to favor it. It can also give a depressing vibe, as it's the color of
gloomy, rainy days. When used dominantly, it can be somewhat subduing, for better or worse.

12. Beige

Beige here creates a calming backdrop
All Cultures: Accentuates surrounding colors

Beige may not be a primary color, but it's worth mentioning because of its accentuating effects: it takes
on the characteristics of the colors around it. While dull on its own, its enhancing effects make it a
powerful choice as a background or secondary color.

How colors Influence the Mind

38