The process of establishing the color scheme of a fresh website is vital to the integrity, usability, and success of that website. Selecting colors that fit a brand, evoke the intended emotion, and give users a comfortable experience is a major factor in the lifespan of a website, no matter its ultimate goal.
The branding, and nature of a website are important, but careful attention must still be paid to the end user, and how you want them to feel as they journey through a website. The psychology of color plays a key role in the decisions made to advance, and retain that journey for your users. Choosing a certain color for a link, or the color of that link as a user hovers their mouse on it, can explain a lot about what you want that user to do, or what they want to do. The selected colors must also be matched against others that have enough contrast to comply with web accessibility standards. All of these factors come together to define a design with colors that are fitting to the needs of the world you intend to create on the Internet.
In regard to the most liked, and most disliked colors by men, and women. When you look at general photos of Earth, you see three main colors: Blue (water), green (grass, trees), brown (earth). These are the core colors of the environment we live in. Blue is a calming color, just as water often creates a calm feeling. Green is a lively color, just as lush grass, and trees thick with leaves create a sense of life. Both of those colors show up in the most liked colors for both men, and women. Brown barely makes an appearance in that chart, but is the most commonly disliked color by both of those genders. Brown does not often create a sense of comfort, and can remind people of dirt, of mud, and of another nameless substance humans are all too familiar with. However, that is not to say it cannot be used in ways that still give users a sense of comfort, and belonging as they are guided through a website. The color choice is crucial, but the strategy, and approach to using them certainly plays a significant role.