Introduction To Color Theory in UX

Color is a powerful tool in User Experience (UX), influencing the way users perceive and interact with websites and applications. Color can evoke emotions, set a tone, and guide the user’s attention. Therefore, it is essential for designers to understand the psychology of color and use it strategically.

Color theory is a systematic approach to color and its relationship with visual perception. It provides a set of guidelines for selecting colors that create visual harmony and balance. In the 18th and 19th centuries, color theory was formalized by artists and scientists, such as Johannes Itten and Michel Chevreul, who studied the physiological and psychological effects of color.

The associations we have with color are based on a combination of cultural, psychological, and biological factors. For example, biologically, mammals have red blood, and throughout evolution, the sight of blood would either mean “we found food!” or “I am hurt!”, both of which result in a kick of adrenaline and gets us excited. However, cultural norms play a huge part in our perception of color. At least in the western world, it is very common to think that pink is a feminine color, while blue is a masculine color.

However, this notion has only been widely accepted in the last century. An article titled “Pink or Blue,” published in the trade journal The Infants’ Department in 1918, said that the generally accepted rule is pink for boys and blue for girls. Dwight Eisenhower’s presidential inauguration is seen as a pivotal moment for the color pink. The first lady, Mamie Eisenhower, arrived at the inaugural ball in a pink ball gown adorned with 2,000 rhinestones, which quickly became a popular fashion trend. Mrs. Eisenhower’s preference for pink and domesticity was a refreshing change from the austerity of the war years when women had simpler styles and worked in factories.

Big brands understand the power of color in conveying their message and creating an emotional connection with their audience. They utilize color theory to strategically select and combine colors that evoke specific emotions and associations. For example, blue is often used by banks and financial institutions to create a sense of trust and security, while red is used by fast-food chains to create a sense of urgency and excitement.

By understanding color theory and how to apply it to their designs, UX designers can create interfaces that are not only aesthetically pleasing but also effective in achieving their goals. They can use color to communicate hierarchy, establish a brand identity, and create a cohesive visual language across multiple platforms. To get you started, here is a list that provides a general sense of how colors are perceived by humans:

1. Red: Red is a warm color that has been shown to activate the hypothalamus in the brain, which controls the “fight or flight” response. This activation increases heart rate, blood pressure, and respiration rate, leading to feelings of excitement, arousal, and energy. The color red is also often associated with blood, which can further contribute to its association with urgency and danger.
2. Blue: Blue is a cool color that has been shown to activate the parasympathetic nervous system, which is responsible for calming and relaxing the body. This activation decreases heart rate, blood pressure, and respiration rate, leading to feelings of calmness and relaxation. Blue is also often associated with the sky and water, which can evoke feelings of serenity and peace.
3. Yellow: Yellow is a bright color that has been shown to increase activity in the visual cortex, leading to an increased sense of happiness, alertness, and attention. The color is associated with sunlight, which alerts the body to “wake up”.
4. Green: Green is a refreshing color that has been shown to have a calming effect on the nervous system. This effect can reduce stress and promote feelings of peace and well-being. Green is often associated with nature, plants, and the outdoors, which can evoke feelings of health, and tranquility.
5. Orange: Orange is a warm color that has been shown to increase activity in the visual cortex, leading to increased attention and enthusiasm. This may stem from the pivotal role fires have made in our evolution.

The listed associations with each color vary from one culture to another, meaning that a UX developer hoping to utilize colors in their design must have an understanding of the cultural background of its users.

Overall, while there is some scientific evidence to support the effects of color on human physiology and behavior. The field of color psychology is still in its early stages and more research is needed to fully understand the complexity of the relationship between color and human experience. Nevertheless, the associations that people make with colors can have a powerful impact on their perception and behavior, and it is important for designers and researchers to consider these associations when developing new products and designs.