User Experience: The Power of Colour

The meaning and understanding of colours are different from culture to culture. This is written from a western-centric view.

As we are scrolling through websites we are searching for the next thing, by looking for something new to click.  Therefore, it´s important to make what´s clickable visible.  Krug writes “As we scan a page, we´re looking for a variety of visual cues that identify things as clickable- things like shape (buttons), location (in a menu bar, for instance), and formatting (colour and underlining).” No matter form or location it must be stressed; the colour plays a significant role.

“Use of color is extremely important in your marketing materials and especially your branding. Psychologists have noted that the impression from color can account for up to 60% of the decision to accept or reject a product or service.”

Designers spend a lot of time considering the different colour combinations used on their websites. The right combination appeals to the mass audience in a very pleasant manner. One can say that colours speak louder than words.

Emotions are associated with different colours. For instance, red is the most stimulating colour. Red represents determination, power, danger, passion, love etc. The colour brings text and images to the foreground and it stimulates people to make quick decisions (Fiore 2010). In other words; quicker purchases.

Also, consider the fact that 5 percent of women and 8 percent of men has some sort of colour blindness. The red/green colour blindness is the most common. Therefore it´s wise to use strong contrast red/green colours.

However you choose your design, do not underestimate the power of colour. Colour is used to improve web design and user experience. It´s used to impact emotion, draw attention and make visitors make purchases.

The colours used in a website should be based on the type of industry and the theme to make it more expressive. Colours interacting with each other can have a whole different meaning than single colours together. The use of right colours, coupled with the right use of designing and branding, can help your brand reach to the whole new levels of notoriety.

References: 

Brown, E. (2014). [INFOGRAPHIC]: Color your Brand Industry-wisely!. Available: https://www.designmantic.com/blog/color-your-brand-industry-wisely/. Last accessed 4th May 2017.

Fiore, A.M. (2010). Understanding Aesthetics for the Merchandising and Design Professional: The Elements and principles of Design. 2nd ed. New York: Fairchild Books. 164.

Krug, S (2014). Don’t Make Me Think, Revisited: A Common Sense Approach to Web Usability. America: New Riders. 36-37.

-. (-). Color Meaning. Available: http://www.color-wheel-pro.com/color-meaning.html. Last accessed 3rd May 2017.

-. (-). Colour Blindness. Available: http://www.colourblindawareness.org/colour-blindness/. Last accessed 10th May 2017.

-. (-). The Psychology of Color. Available: https://www.bizmarquee.com/the-psychology-of-color/. Last accessed 4th May 2017.

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