Choosing the Right Colors
It only takes 90 seconds for a user to make a judgement about an app. It is mainly based on color. Choosing a color palette for our app should be considered the most important part of our visual design. Colors strongly affect the user's perception of the quality. Choosing the right colors doesn't have to be complicated. When designing a new interface, the principal considerations for the color palette are: the user demographics, where and how the product will be used, and any company branding guidelines.
Start by coming up with some adjectives that describe the product and the brand values you'd like it to portray. These don't really play directly into the color choices, but serve as guidelines. Ask yourself, does the product need to be perceived as friendly? Professional? Futuristic? or more down-to-earth? If you're stuck, think about who the product is being designed for and what you'd like them to think or say when people use the finished version.
Next, come up with a primary color, everything else would be based on this. Contrary to what a lot of designers say, most colors don’t evoke viscerally specific emotions. Instead, personal taste, life experiences, cultural considerations, and a host of other factors affect how someone perceives a color. It's meaningless to say "red means passion," or that any color translates to a specific emotion. When choosing the primary color, it's more important to consider how our audience will react to the color choice rather than the color itself. Stay with a small number of colors that the average person can take in with one glance. Use one or two primary colors that work well together, and maybe one more color for accents, and then a range of subtler shades of grey.
The more saturated or intense a color is, the more it attracts attention. Use less saturated colors when you want users to focus on complicated tasks, and stronger colors when they have one main function to complete. Never use two colors that are highly saturated together, this just makes people's eyes more tired. Try to include a small amount of saturation grays since pure grayscale colors don't exist in nature, and seem unnatural to users and will stick out.
The success of an app depends largely upon the colors chosen for its UI. The right colors help users feel comfortable with a product. Designers can put people in the frame of mind that compels them to take action just by applying the appropriate color palette. Make your choices thoughtfully.