- Chaya Arbiv
- 7 days ago
- 6 min read
Gradients have made a major comeback in background design, and it’s easy to see why. Once considered a dated technique of early web design, gradients have reclaimed their place in modern aesthetics, adding depth, creativity, and subtle sophistication to graphic design. If you’re looking to create designs that tell a story and guide users seamlessly through your content, background gradients are a tool you can’t afford to overlook.
This article will walk you through everything you need to know about background gradients—from understanding their purpose to implementing gradient features in your own designs.
What are background gradients?
A background gradient is a visual transition between two or more colors that creates a gradual blending effect. This technique adds dimension, texture and energy to designs, whether in a web page, a social media post or an online banner.
Gradients in design date back to the early days of graphic software. They became iconic during the 90s, overused and often clumsy. However, innovations in technology and a shift in aesthetic preferences have allowed gradients to evolve into sophisticated design assets. Today's gradients explore innovative combinations, from vibrant color overlays to subtle, dreamy blends that evoke emotions and enhance functionality.
The role of gradients in enhancing user experience
Gradients are more than just aesthetically pleasing—they’re strategic. When used correctly, they elevate the user experience in the following ways:
Guiding user attention
Gradients help direct the user’s focus to key areas of your content, making them a tool in marketing strategies. By transitioning brightness or shifting emphasis through color, designers can establish visual hierarchy. For example, a gradient that gradually darkens toward the edges of a hero section on a website subtly pulls the eye toward the center, ensuring the primary message or call-to-action is front and center—an essential tactic in effective marketing strategies.
Influencing perception through color
Colors have a psychological impact, subtly influencing how users feel about your content. A gradient that blends warm, inviting tones like orange and pink can evoke energy and optimism. On the other hand, calming hues such as blue and lavender inspire trust and serenity. Gradients naturally allow designers to combine these emotional triggers for maximum effect.
Best practices for using background gradients
To maximize their potential, a few key considerations can ensure your gradients work effectively in your designs.
Understand gradient styles
Gradients come in various styles, including linear, radial, angular or even custom shapes. Each type serves a specific purpose:
Linear gradients transition along a straight line, creating a smooth shift from one color to another.
Radial gradients originate from a central point, radiating outward to produce a circular fade.
Angular gradients create a rotating transition around a central pivot.
Use color theory when choosing gradient combinations
Colors in gradients need to be thoughtfully combined to maintain harmony. Avoid abrupt changes in color that can distract users or appear visually jarring. Focus on harmonious shades that flow naturally into each other for a polished effect.
Referencing color theory is vital when creating gradients to achieve balance and aesthetic appeal.
Analogous colors for soft, smooth gradients.
Complementary colors for bold, high-impact designs.
Monochromatic gradients for a minimalist and sophisticated effect.
Create depth with overlays
Gradient overlays can bring photographs, text and illustrations to life by creating dramatic contrast or highlighting key elements. For instance, placing a subtle gradient overlay on an image can guide the viewer’s eye or create a mood while keeping the original image intact.
Align with your brand identity
Your choice of gradient colors should complement your existing brand style. Blues and greens, for instance, might work well for a tech brand aiming for a sleek, innovative look, while bold, vibrant gradients may suit a high-energy fashion brand.
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Background gradient inspiration from the pros
Background gradients "subtly lead your visitors’ eyes and attention toward a specific area of your website or light a piece of content," says Adi Huri, creative product manager for WOW, Wix's Visual Innovation Team.
These gradients kick things up a notch. They flow through different tones, add depth to flat designs, can spotlight specific sections and can give media a new look by dropping an image’s opacity and placing a gradient behind it. And with unlimited color stops, you have complete control—without affecting site performance. Gradients “can be fun and edgy but they can also be more delicate and elegant,” says Huri. It’s really up to you.
01. Color-changing background gradient
You can give users the impression that background colors are changing before their very eyes with a background gradient scroll. Wix Studio brand designer Eliran Vahdi used the technique to draw the user’s eye down the page as they scrolled past an abstract hourglass shape in the 2022 mid-year digital design trend report, pictured below. The colors change as the user scrolls down the page, until the title and a gradient button.
Vahdi used the gradient on a long section with a sticky element to give the feeling that the colors change as the user scrolls, to make “the whole section feel interactive and unusual,” he says. No matter how you use it, Vahdi adds: “Make sure it sits well with your concept and use it smartly.”
02. Radial gradients with slide navigation
Wix Studio designers Shir Berkovitz and Noa Sela punctuated their conceptual music streaming platform with radial gradients that change color to convey the mood of each playlist, using a purple and red radial gradient for romantic songs and yellow and green for relaxing ones. “The goal was to produce a playlist according to different types of feelings,” explains Berkovitz. “Every time you change the playlist type, the gradient changes accordingly.”
Sela and Berkovitz achieved the effect by using a background gradient with a white mask above it. What’s their advice to fellow designers? “Think about the story you want to tell,” says Sela. “A gradient can be a great tool to tell a story and convey emotion.”
03. Multiple gradients within grids
If one gradient per fold doesn’t satiate your color craving, you can also use multiple gradients within a grid. Take this example, which mixes both linear and exclusive fluid gradients in various sections to create a sense of movement.
“The goal was to test the combination of both the grid and the gradient tool,” says Berkovitz, “which turned out to be a fun and successful combo.” Rather than importing an outside image, the designer created the fluid gradients directly in the web builder, which allowed for more flexibility and saved time.
04. Linear background gradients
For a social post celebrating Pride Month, Wix Studio designer Anita Goldstein applied a linear background gradient across a year-long calendar. The gradient, which uses rainbow Pride colors, is applied here to convey the idea that pride shouldn’t just be celebrated in a singular month—it should be celebrated all year long.
The gradient also has a practical purpose, creating a transition that draws the eye down the composition. Goldstein’s approach to gradients is pretty intuitive. “Enjoy and have fun with it,” she says, pointing out that the background gradients tool “opens new possibilities for high-quality image-making within the editor itself.”
05. Gradients for the Jack of all trades
Wix Studio designers Hadar Yamini and Chen Rozen put background gradients to the ultimate test by testing all the options they could for horizontal and vertical sections. Here, they created a site that showcases four different gradients built in the editor, by using the multi-state box to create a layout that uses a repeater, but can break the repeating layout.
06. Gradient focal points
Wix Studio designer Linor Pinto created a conceptual music fest website that puts the musicians front and center with a bright gradient framed within a large circle. The vivid mandarin orange gradient also has another purpose: conveying the idea of the sun rising and setting on a day-to-night line up.
“The goal was to create the lineup for the event according to the time of the day from noon until night and the gradient's colors were designed accordingly,” explains Pinto. Pinto also used an SVG mask over the gradient, so users see the colors change through circular peepholes on the page as they scroll. According to Pinto, effective use of this treatment is ultimately about using gradients thoughtfully, applying color combinations to tell a story.
Check out these background ideas for more inspiration, including how to add a white background to a photo and tips on how to make a transparent background.
Background gradient FAQ
Can I combine more than two colors in a gradient?
Yes, gradients can include multiple colors. Design tools like Wixel allow for precise point adjustments, enabling smooth transitions across a spectrum of shades.