Color in UX Design
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Color in UX Design 〰️
Aug 14, 2023 · 7 mins read · by Sabina Seidakhmetova
The Psychology Behind Color in UX Design
Color is generally defined as the characteristic of any object that’s described in terms of hue, lightness, and saturation.
What is color psychology in UX?
Accessibility is like a magical cloak that makes products usable and enjoyable for everyone, no matter their physical or cognitive abilities. Let's explore why accessibility is important in UX design and how we can weave that magic into our products.
Cool Colors
Cool colors often imply calm and tranquil emotions. They may also give the impression of coldness and impersonality.
TIP: Combine cool colors with warm or neutral color for balance.
Blue is sober and discreet and gives confidence to the customer in relation to the design.
Green is fresh and represents health.
Purple is the color mostly used in spas, beauty, and wellness as it can mean spirituality.
Silver is often associated with brands in technology. It represents the color of innovation and modernity.
Warm Colors
Cool colors often imply calm and tranquil emotions. They may also give the impression of coldness and impersonality.
TIP: Combine cool colors with warm or neutral color for balance.
Blue is sober and discreet and gives confidence to the customer in relation to the design.
Green is fresh and represents health.
Purple is the color mostly used in spas, beauty, and wellness as it can mean spirituality.
Silver is often associated with brands in technology. It represents the color of innovation and modernity.
Neutral Colors
Cool colors often imply calm and tranquil emotions. They may also give the impression of coldness and impersonality.
TIP: Combine cool colors with warm or neutral color for balance.
Blue is sober and discreet and gives confidence to the customer in relation to the design.
Green is fresh and represents health.
Purple is the color mostly used in spas, beauty, and wellness as it can mean spirituality.
Silver is often associated with brands in technology. It represents the color of innovation and modernity.
How do brands use color psychology?
The colors you see in big brands aren't chosen by accident. They use color psychology on purpose to make sure their logos are easily recognized and remembered by customers. This is how companies establish their brand. Here are some examples of brands that use color psychology:
Red:
Coca-Cola: This brand uses red to create a sense of excitement and energy. Red can also stimulate appetite, making it a great choice for a beverage company.
Blue:
Facebook: The use of blue in Facebook's branding helps convey trustworthiness and reliability, encouraging users to feel safe while using the platform.
Yellow:
McDonald's: The vibrant yellow in McDonald's logo represents positivity, happiness, and warmth, appealing to customers seeking a cheerful dining experience.
Green:
Starbucks: The green color in Starbucks' branding is associated with freshness, natural ingredients, and sustainability, aligning with their coffee and environmental focus.
Purple:
Cadbury: The use of purple by Cadbury communicates luxury and indulgence, making it a perfect fit for a brand associated with premium chocolate.
Orange:
Freedom Mobile: Orange is a lively and energetic color that T-Mobile employs to reflect their innovative and dynamic approach in the telecommunications industry.
Black:
Nike: The black hue in Nike's logo symbolizes power, strength, and athleticism, effectively echoing their brand's core essence of sports and performance.
White:
Apple: The color white is inherently linked to simplicity, modernity, timeless elegance. Apple's use of white aligns with their minimalist and sleek product design.
Brown:
UPS: The brown color conveys a strong sense of reliability and unwavering dependability specifically within the intricate world of logistics and shipping.
Pink:
Victoria's Secret: Pink is often associated with femininity, romance, and sensuality, making it a suitable choice for a brand like Victoria's Secret.
As we delve into these examples, it becomes quite clear that selecting the right colors is of utmost importance. Colors possess a unique power to evoke specific feelings, playing a significant role in crafting a strong brand image. This directly influences how individuals perceive and remember the products and services they come across.
How color affects conversion rates
How can we effectively integrate color psychology into business strategies, and which specific colors are primed to give those conversion rates a boost? Before we answer these questions, here are fun facts taken from Quicksprout’s article:
92.6% of people say the visual dimension is the #1 influencing factor affecting their purchase decision (over taste, smell, etc.).
Studies suggest that people make a subconscious judgment about a product within 90 seconds of initial viewing. Up to 90% of that assessment is based on color alone.
One study found that magazine readers recognize full-color ads 26% more often than black-and-white ads.
When marketing new products, it is important to understand that consumers place visual appearance and color above other factors when they shop.
85% of shoppers place color as a primary reason for why they buy a particular product.
Color increases brand recognition by 80%. Brand recognition is directly tied to consumer confidence.
Colors are not universal in nature. The ones that entice in North America are different from those that entice in India.
To answer the questions above, let’s look at a few examples.
Heinz Ketchup: Heinz changed the color of their signature ketchup from red to green and sold over 10 million bottles in the first 7 months, resulting in $23 million in sales.
Dell: Dell, a leading computer manufacturer, experienced a notable increase in conversions when it changed its "Buy Now" button color from blue to green. The green color was perceived as more inviting and reassured customers to proceed with their purchase.
Shopify: Shopify, an e-commerce platform, saw a 6% increase in conversions after changing their call-to-action button color from green to a brighter shade of blue. The new color created a sense of urgency and improved click-through rates.
The examples show that even minor color changes can influence how people react and make purchases. Whether these changes are effective depends on the buyers' preferences and the products or services being offered. It's crucial to test various colors and pay attention to user feedback. While there are some studies on color effects, there isn't a universal set of colors that guarantees success. Consequently, conducting tests with real users is the most effective way to determine which colors hold significance for them.
Conclusion
We can talk about color psychology in design forever. But when you design for people, you need to discover color psychology on your own. However, when it comes to using this knowledge in your own designs, it's a journey you need to embark on yourself. The important thing to remember is not to jump to conclusions, but rather to weave these insights into your design process for a better user experience. Always remember to put these ideas to the test by trying out different colors with your actual product and the people you're trying to reach. This way, you'll achieve the best results – your users will enjoy the experience more, and you'll see more people engaging with and using your product.