Color is one of the most powerful tools in UX design.
Therefore, understanding color psychology and applying it correctly is vital for creating better user experiences.
The science behind color psychology.
Color psychology is the study of how colors affect human emotions and behaviors.
Generally, colors are divided into two categories: warm and cool. Warm colors, such as red, orange, and yellow, are associated with energy, excitement, and passion. Cool colors, such as blue, green, and purple, are associated with calmness, relaxation, and creativity.
For example, in some cultures, white is a symbol of purity and peace. In others, it is a symbol of death and mourning.
That’s why it is important to consider the target audience and the purpose of the design when choosing colors.
Color and user behavior.
The impact of color doesn’t end with evoking certain emotions or making your brand stand out. It can affect how users perceive your product, how they interact with it, and how they remember it.
Here are some practical tips for using color to influence user behavior in UX design.
Use color for visual hierarchy.
Visual hierarchy is the order in which users process information on a screen. By using different colors for different elements, you can guide users’ attention, emphasize important information, and create a clear structure for your design.
Use color to create harmony.
Harmony is the balance between two or more elements on a screen. By using harmonious colors for different elements, you can make them look consistent and create a pleasing aesthetic for your design.
Use color to increase contrast.
Contrast is the difference between two or more elements on a screen. By using contrasting colors for different elements, you can make them stand out and highlight differences.
Use color to improve legibility.
Legibility is the ease with which users can read and understand text on a screen. By using color wisely for text and background, you can make the text more visible, readable, and appealing.
Use color to enhance accessibility.
“Color is one of the most important aspects of accessibility. It can help users with visual impairments, cognitive disabilities, or color blindness to access and understand information more easily.”
Aarron Walter, VP of Design Education at InVision.
Colors and emotional design.
Here are some best practices.
- Red draws attention to important elements, such as call-to-action buttons, error messages, or feedback. It can create a sense of urgency, alertness, or action.
- Orange stimulates creativity and optimism. It can create a sense of warmth, fun, or friendliness. Use orange for elements that encourage user engagement, such as social media icons, ratings, or reviews.
- Yellow boosts attention, memory, and confidence. It’s associated with happiness, joy, or curiosity. Use yellow for elements that highlight benefits, features, or offers.
- Green reduces stress, promotes healing, and improves concentration. It evokes thoughts of nature, harmony, and growth. Use green for elements that relate to health, environment, or finance.
- Blue calms nerves and improves productivity. Blue can create a sense of trust, loyalty, or professionalism. It’s ideal for elements that convey authority, security, or reliability.
Design strives to elicit specific emotions in users.
For example, Coca-Cola uses red to communicate its message of happiness, fun, and refreshment.
Lego uses yellow to convey its values of creativity, optimism, and fun. Yellow is also associated with happiness, joy, and curiosity, which are qualities that Lego wants to inspire in its customers.
Chanel uses black as its main color to convey its focus on sophistication, luxury, and elegance.
LinkedIn uses blue to show its connection to corporate culture. The platform appears reliable, formal, and trustworthy.
To sum it up.
Color is more than a visual element.
“Color is the first thing that users notice and the last thing they forget. It can make or break a user experience.”
Laura Busche, author of Lean Branding.
Don’t risk breaking your user experience. Get in touch with Fullbrains.
