How Complementary Colors Work in Web Design
There is an entire science behind colors and why they impact users the way they do. Designers understand some hues clash while others complement one another. Most designers are also skilled at putting a palette together that reflects the personality of the brand. Complementary colors, however, have several advantages that improve the overall impact of a design and draw users in.
Complementary shades are opposite one another on the color wheel. Red and green and blue and orange are some examples. Of course, there are hundreds of different shades within color families, so you must also consider contrast and analogous tones, which next to one another on the wheel.