Colors own influential impacts on human psychology. Marketing research has shown that color theory is been used to express brand values and products. May it is the teenagers, millennials or even prior generation audience, color has its own wavelength which affects their mood, behaviour, and response.
Humans tend to have emotional reactions toward different colors. It has been used by marketing designers and brands for decades to seize human attention. Each color has its own nature and influence.
Even the combination of different colors leads to a different emotion than that of the originals. To illustrate, Green conjunction with blue as an additional primary color will indicate energy and youth, while green accented with brown will denote nature and health. The finer we understand what colors can bring into something, the better we can work towards crafting something more valuable.
Today, we will knuckle down to the issue of using various colors in user interfaces and branding design, associations and the influence of color choice on user behaviour.
Psychology Of Colors And Their Influence On User’s Perception
1. Psychology Of RED
The color red has the longest wavelengths in the visible light spectrum. Designing wise, the use of color red is an effective way to draw users’ attention. Undoubtedly, the only reason for Red being listed on top of our chart.
Red is associated with passion, love, excitement, and aggression. It is also a primary branding color for a lot of success stories like Coca Cola, Manchester United and Ferrari F1.
In UI, color Red is used as a warning or error color. It is best recommended to use red sparingly. Using it for typography or primary button color might confuse users if it’s also being used as a warning sign.
2. Psychology of Green
Next, on the spectrum, we have Green. Green is one of the most-seen colors in nature reflecting life, rest, and peace. Hence, it reflects growth, fertility, health, and nature.
The secret to using green is moderation, especially when it comes to your business’ brand. Brands like Spotify, Starbucks, Girl Scouts, Animal Planet use green to communicate youth, nature, and freshness.
Coming to designing, if your project is about health, fitness or well-being, there is a great opportunity to use soft greens with natural, earthy tones.
3. Psychology of Orange
Orange reflects creativity, success, and enthusiasm. It has a very interesting psychological meaning as it combines red’s power and energy with yellow’s friendliness and fun. Orange attracts our eye without warning or overwhelming us.
Brands with orange are viewed as cheerful and confident. Nickelodeon, Mozilla, Fanta, and Amazon are some of the top companies to use orange for communicating a fun, fresh and attractive representation.
In marketing it signifies aggression, and it’s used to influence impulsive buyers by adding the spirit of creativity and adventure into their projects.
4. Psychology of Blue
Blue is mostly associated with sea and water. It creates a sense of security and trust in a brand and also indicates harmony, peace, calm and relaxation. For that reason alone, it’s one of the most-liked colors across the entire world.
However, as a cool color, it also associates with distance and sadness, so designers need to keep it in balance.
Blue’s sense of confidence is what makes it the favourite color used by financial institutions. The color is also known to inspire loyalty. Companies like JP Morgan, Facebook, American Express, LinkedIn, and Dell use this color on their brands to promote trust and security.
5. Psychology of Yellow
Yellow is the color of smiles and sunshine. It is bright, cheerful and optimistic. Anything happy is almost always yellow.
In marketing, it represents optimism, youthfulness, and clarity. It’s used to grab the attention of window shoppers. In fact, research shows that it’s the first color that infants react to and that’s why it is the color used on most baby products and toys.
What’s more, it has one of the most powerful psychological meanings. Users seeing yellow in the design can feel inspiration and confidence.
It’s employed by Nikon, IKEA, CAT, and DHL. If you are working on children’s products or cheerful things, Yellow can add a lot of values to your brand and products.
6. Psychology of Pink
Pink is also a color of love. It’s humorous and playful, and also relates to compassion, warmth, hope, and understanding, so many charities choose to use it as a major component of their marketing program.
It is also feminine, soft and romantic. It’s the color of brands that serve female customers. Brands like Benefit Cosmetics, Victoria’s Secret and Barbie are synonymous with the color pink. It is also a beneficial color for candy stores and other businesses selling sweet products.
If your content is fun, pink makes a great primary button color.
7. Psychology of Purple
The color purple is associated with luxury, power, wisdom, creativity, and magic. It is a beautiful color to enjoy and created from two wonderful colors themselves, blue and red.
It creates a perfect balance in user behaviour as red tends to bring intensity and energy to the color, while blue brings relaxation and stability.
Purple is a color brands like Hallmark and Yahoo use. Designers add a hint of purple on their project’s design such as on free shipping bar, logo, and as an accent color in the graphics.
8. Psychology of White
In color psychology, white showcases innocence, goodness, cleanliness, and humility. It has also been used to show luxury and elegance.
White often associates with a blank sheet of paper motivating people to generate new ideas. In design, white is commonly used as the background color especially for the resources for which readability is a vital part.
White is the color ASOS and Adidas use in their marketing campaigns. Many brands who have white as a central color tend to pair it with black or grey. However, avoid using too much white as it can cause isolation, loneliness, and emptiness.
9. Psychology of Black
Black is a luxurious color and also one of the most popular ones. It never looks outdated, never goes out of style.
In color psychology, black is a symbol of mystery, power, elegance, and sophistication. In contrast, color meaning can also evoke emotions such as sadness and anger. Hence, minimal use of black is ever recommended.
Brands like Sony, Beats, and Samsung use black in their product lines because it’s classic.
Black is also best used in photography or as a background for sections of a product.
10. Psychology of Brown
Brown is an earthy color. After all, it’s the color of earth, wood, and stone. Indeed, a perfect color for security and protection.
Thus, a logistic company like United Parcel Service is an example of a brand who takes advantage of color meanings in their branding.
In marketing, you’ll find that brown is often used for natural products and food.
Designers commonly use brown as a background color in a variety of shades, from very light to deep. It brings the feeling of warmth and comfort to the designs.
The downfall to brown is that it’s the safest color and can seem reserved, scheduled, and boring.
11. Psychology of Grey
Grey represents neutrality, maturity, and responsibility. However, it lacks energy; it is neither reassuring nor soothing, neither stimulating nor exciting, neither pleasing nor inviting. It needs to be combined with other colors to give it passion, energy, and life.
Grey is a combination of white and black. On one hand, it is conservative, boring, and depressing, on the other hand, it can also be seen as elegant and formal. Apple is an example of a brand who uses the color grey in their branding.
Because of its simple and clean look, people with a highbrow taste have a fascination for this elegant color.
It terms of designing, it can be used for font color, headers, graphics, and even products to appeal to a mass audience.
Color Meanings In Branding
Colors are vital for not only the visual appearance of products but also brand recognition. In branding, colors tend to have more direct meanings than in common understanding. The colors can be described within a few words, here is the list:
Red – Confidence, youth, and power.
Orange – Friendly, warm, and energetic.
Yellow – Happiness, optimism, and warmth.
Green – Peace, growth, and health.
Blue – Trust, security, and stability.
Purple – Luxurious, creative, and wise.
Black – Reliable, sophisticated, and experienced.
White – Simple, calm, and clean.
Color Preferences Based On Gender And Age
Designers need to remember that the color effects may be different because of the factors such as age, culture, and gender.
- Science says that the color preferences for each gender change as they grow older. For example, children like yellow color pretty much, but as we become adults it usually seems less attractive. Also, the point here to notice is that kids can change their favourite colors fast, while adult color preference is usually non-malleable.
- Designers need to consider that there are many cultural differences and color perception that differs from region to region. For instance, white indicates happiness and purity in the western countries, while in some Asian countries it symbolizes death.
- Many color studies have shown that the color preferences of men and women differ significantly. To demonstrate, men prefer pure or shaded colors, while ladies are good with tints.
Points To Consider
- Selecting the specific tones of color is used to communicate the qualities of the brand that the company wishes to be identified with.
- Choose colors wisely as they have a deep influence on the user’s reaction.
- Make sure your color and design conveys your brand message and tune properly.
- Research on your target audience and play with the colors to attract users by their age, gender, and culture.
- Check the color on different screens and most importantly on quality ones. As, not all screens will give the actual output, make sure to use the most accurate one.
- Try to make the color combinations wisely, in the best way for the users’ perception.
Hope you have a better idea now on how color affects user behaviour and action. Try to use the above-mentioned points for your ongoing projects. If you are finding a bit difficult for your brand to tell the story of your company? Our team at AMH WebStudio has vast experience with UI/UX designing, graphics and branding. Contact us today!