Color in UX design
Understanding color psychology is a key part of creating a color palette that works. Even though color is sometimes an aesthetic choice by some designers, it is a key component of the psychological impact of a design on users. A well thought out color palette can elevate a design from just 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.
Color 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 pretty straightforward. The emotional impact of colors shouldn't be overlooked. While some colors are universal in UX design such as black, white and gray, the colors they're combined with can have a large impact on a user's perception. The way 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.
One issue designers tend to forget is the cultural differences that can exist around different colors. 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. If a product is going to target a worldwide audience, make 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.
Brand values also play a key role in creating a color palette. 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 competition is a way to create confusion and ensure the brand won't stand out. There are exceptions to this. For example, McDonald's and Wendy's both are fast food restaurants that are in direct competition with each other. Both use a red and yellow color palette. However, looking at their logos, Wendy's logo is primarily red with yellow accents, while McDonald's is the opposite. Their packaging also uses these colors in different ways, further differentiating between the brands. Because of this, neither would be easily confused with the other, even if logos and other identifying marks were removed from their packaging.
Unconventional use of colors is also a great way to set a brand apart. While it takes more finesse than simply combining any old colors, it's not difficult to learn how to use unexpected colors in UX designs. Accent colors are the easiest place to start when it comes to adding unconventional colors into a design.
The 60-30-10 Rule is a simple rule for creating color palettes that are well balanced and visually interesting. The idea is that one color, something neutral, makes up 60% of the palette. Another complementary color makes up 30% of the palette. And then a third color is used as an accent for the remaining 10% of the design. This method makes it much easier for designers to start experimenting with unconventional color palettes without going too far outside the norms within an industry or brand. Adding a hint of some unexpected hue can elevate a design that otherwise fits within what is expected of a particular company. It can also be the first step toward creating a brand palette that is much more forward thinking than its competitors, setting the brand apart and making it more memorable.
While color theory is a complex subject, it isn't that complicated to learn the basics. Designers can use this knowledge to create more varied and sophisticated color palettes for their designs. A well designed color palette, particularly one that includes some unexpected hues, isn't just a decorating choice choice. It can have significant psychological effects on users, which UX designers should use in order to create better experiences.