The Role of Color In UX Design
Have you ever seen an ad about food and it evoked a sense of hunger? Color evokes emotions that brings people to engage with the content or product. It also builds trust and persuasion that allures customers. While color interpretation is absolutely dependent on personal experience, color scheme have been strategically used for product, personal, and corporate branding.
Color can increase the conversion rate of a site. According to the Institute of Color Research, it asserts that 90% of the judgement a user passes on your content is influenced by color. A well thought out color palette can elevate the experience of the user. A mediocre or bad color palette can detract from a user’s overall experience and can even stop them from using the product.
1. Red and Blu
According to research, red creates a sense of urgency. It also encourages appetite. Fast food chains such as McDonald, Wendy’s, KFC, and Burger King have already adapted to the effects of red in their store chains. In contrast, blue is associated with calm, maturity, tranquility, and productivity. Major social media sites such as Facebook, Twitter, LinkedIn and Tumblr have used shades of blue to bring users to engage with their platform.
2. Orange and Yellow
Yellow and orange closely resemble each other. Branding specialist believes both colors invoke a sense of cheerfulness and optimism. Personally, I’ve seen websites using both colors to stand out from other brands. Aside from websites, street signs have also used yellow and orange to invoke alertness to passing drivers.
3. Green and Purple
Green is associated with health, tranquility, power, and nature. It is commonly used in stores to relax customers. Green stimulates harmony in the brain and encourages one to release tension in the body. Meanwhile, purple has been associated with wisdom, richness, mystery, and creativity. Purple has been frequently used in beauty products, logos, and brand awareness.
4. Black and White
Black and white are a popular combination found in fashion and jewelry brands. Black represents intelligence, stability and strength. While white is associated with purity, timelessness and neutrality. With the two colors combined, it can be a bold color that closely resembles sophistication and class.
It’s important to consider brand personality based on what color suits the characteristics of a product or company. It’s also recommended that the color pallate fits the tone and mission. You can gradually integrate better use of color in your designs process without rethinking your strategy. With the basics covered, one of the most rewarding parts of color theory is learning to experiment more unexpected colors into your designs.
