Dark or light - which website design to choose?

When we talk about choosing the style and color scheme of a website, the question often arises whether it is better to use a light or dark background. Both options can be seamlessly integrated into the company's corporate colors, so the choice depends on the client's marketing goals and taste preferences.

LIGHT SITE
Over the past decade, the light theme has become especially popular in the web space. Websites with white or light backgrounds are associated with conciseness, lightness, and space. This design makes the site intuitive and usable, and is in harmony with nature and naturalness. A white background can create the impression of openness, friendliness, and minimalism, which can be useful for promoting a product or service.

The concept of a light theme was popularized by the design of Apple websites and interfaces, and has become widespread. However, even if you use a white background, you can still express your style with other design elements such as fonts, graphic elements, block layout, and photos.

In general, websites with a white/light background are associated with a product or service that is well-designed, intuitive, and easy to use. Such a design also looks elegant and professional, which can help promote the brand.

DARK WEBSITE
Between 2022 and 2023, the dark theme is becoming increasingly popular among website users. Many audiences are already tired of the usual light designs, and a dark option can attract attention, help to stand out and be remembered.

The black color offers associations opposite to white. It can emphasize the premium status of a product, increase the focus on the product, convey a sense of mystery, mysticism, magic, or sexuality, confirm commitment to certain principles, convey weight and solidity, or create a sense of solemnity.

As with a light theme, these associations can be developed in web design through various visual elements, such as fonts, photos/illustrations, and block design.

In general, the use of a dark theme can emphasize the premium status or special nature of a product or service that is different from its peers and is a complete, coherent offering.

WHICH WEBSITE TO CHOOSE - DARK OR LIGHT?
Choosing between a dark and a light theme on a website can be tricky, as both options can be suitable for different business areas and products. For example, a dark theme can work for high-tech and playful products, but is less suitable for children's and medical products and services. However, there are successful examples of dark websites in these niches.

A light theme is also versatile and can be suitable for different brands and business lines.

The decision which theme to choose is often made by the business owner or customer based on their preferences. However, they should consider the preferences of their customers, as some of them may prefer light websites while others may prefer dark ones.

Research on the Internet shows that dark site lovers leave light sites and vice versa, looking for what they like best. In order not to lose half of your customers, you need to look for a compromise between dark and light themes on your website.

COMPROMISE 1: ALTERNATING LIGHT AND DARK
To create an interesting and dynamic website, many companies use alternating light and dark backgrounds in different info blocks. For example, the first screen may be dark, followed by a block with a photo of the team or product on a white background, and then a dark background again. You can also change the backgrounds in individual blocks and alternate fonts to keep things readable.

This solution allows you to create different semantic emphases on different info blocks and avoid broadcasting one idea across the entire site. However, it is important that the site has other connecting color elements to avoid creating a "zebra" and reducing the quality of the site.

Apple, which was once a "style icon" with a white website, now also uses a black background on its website, given the return of the trend for dark themes on the web. For example, on Apple's home page, about half of the info blocks are made on a dark background.

COMPROMISE 2: TWO COLOR VERSIONS
Some companies offer users two versions of their websites to choose from: a dark and a light theme. The switching button can be located at the very top of the screen, or an unusual switching mechanism can be used, for example, the screen can be divided into two parts by a vertical line, and the user can drag the scroll in one direction or another to "lighten" or "darken" the site, respectively.

Statistics show that such a simple solution as duplicating a website in light and dark design can significantly increase visitor interest and conversion. This is due not only to the color preferences of users, but also to the maximum adaptation of the site to a specific user and the situation in which he or she is located. For example, dark websites are more comfortable for the eyes in low light and in the evening, while lighter websites are more convenient to read during the day.