The above images have been pulled from the website of a local spa. The images are the banners of each of the different pages of the website. Their website is easy to navigate for the potential spa goer (the user of their website design). Part of the reason their website is easy to navigate is due to its visual appeal and their choice of color and tone.
Tone is represented in all of the above images. I think tone is most powerfully portrayed in banner 2, the pebbles. Because of the tone in the image, the viewer can see that the pebbles are three dimensional. Tone also helps show depth perception in banner 5, with the lighter grasses in the foreground and the darker grasses in the background. Banner 2 also represents the other basic element of shape. Not only are the pebbles spherical, so are the water droplets upon them. The tone of the water droplets gives them dimension, and again allows the viewer to see them as a three dimensional object. The basic shape of a circle is associated with warmth, a positive and nurturing association for a spa.
Their color palette is consistent throughout the website, and is not distracting or overpowering. The use of color is subtle, yet very effective. Banner 4 and 5 are the only images with actual color. I might argue that even banner 1 has a slight hue of blue, depending on who is looking at it. It is less saturated than the pink hue in banner 4 and the green hue in banner 5, and is almost a non-color. Most of the colors used in the website are less saturated, hence they provoke less emotion and create a more relaxed feeling (perfect for a spa). In banner 5, the green hue interacts the other basic element of the line. The sharp lines are seen in the edges of the grass. The lines of the grass split up the bright greens versus the light greens in the image.
Find out more about color and tone...
http://www.writedesignonline.com/resources/design/rules/color.html
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