While color is sometimes thought of as a purely aesthetic choice by some designers, it is, in fact, a key component of the psychological impact of a design on users, and as such, its UX.Ī well-thought-out out color palette can elevate a design from “good” to “great” while a mediocre or bad color palette can detract from a user’s overall experience and even interfere with their ability to use a site or app. While color theory in general is a complex subject, and the use of color in UX design covers much more than just creating a palette that looks nice (such as accessibility and the psychological effects of even different shades within the same hue) designers can gradually incorporate better use of color in their designs without needing to rethink their entire process. Once a designer has the basics covered, one of the most rewarding parts of color theory is learning to incorporate more unexpected colors into their designs. Though a little overused, a grey/white/blue color palette is very effective for financial sites because blue is most often associated with loyalty and trust in color psychology.Ĭolor theory and the psychological effects color can have on users is a complex and often subjective topic. But there are certain aspects that can be addressed on a more universal level. Things like the common meanings of the main colors (primary, secondary, and tertiary), traditional color palettes, and cultural variations in color meanings are all fairly straightforward. Designers can easily learn these basics and apply them to their work. But there are finer points to be learned when it comes to using colors in UX design.īasic color meanings can be easy to learn and remember, though more subtle meanings can also be put to good use in digital design. The emotional impact of interface colors shouldn’t be overlooked. And while some colors are “universal” in UX design (such as black, white, and gray, at least one of which is used in virtually every good design out there), the colors they’re combined with can have a huge impact on a user’s perception. Of course, the way in which color is used can also have a dramatic impact on how it’s perceived. For example, blue used as a primary color in a modern, minimalist design will have a very different feel than the same blue used as an accent color in a more complex, corporate design. Subtle differences in website color schemes have a big impact on the emotions the site evokes. Zutano and P&N Bank both use shades of red and white, yet their sites have entirely different emotional impacts. One issue designers tend to overlook is the cultural differences that can exist around different colors. For example, in many Western cultures, white is associated with things like purity, innocence, and hope. But in parts of Asia, white is associated with death, mourning, and bad luck. Some colors have generally positive connotations regardless of culture (such as orange), while others, like white, vary greatly between different countries. This can certainly complicate a designer’s life when trying to create a design that will appeal to the largest possible audience. It’s important that designers look at the cultural implications of their color palettes based on the intended audience for the product or website.

If a product is going to target a worldwide audience, be sure to balance the colors and imagery being used to prevent negative cultural connotations. If a product will be primarily only targeting a particular culture, designers can pay less attention to the implications the chosen palette may have in other cultures.Ĭolors can have entirely different meanings in various cultures around the world.

( Information is Beautiful)īrand values should play a key role in creating a color palette. But they’re not the only important factor.

Industry norms are also key, as are colors already being used by competitors. Using a color palette that is nearly identical to a brand’s primary competition is a great way to breed confusion and ensure the brand won’t stand out. Take, for example, McDonald’s and Wendy’s.

Color finesse 3 dll