Color Psychology and UX design: How Can They Work Together?

How Does Color Psychology Affect UX Design? Improving User Experience With Colors examines how the psychology of individuals is influenced by color in marketing, sales, and conversion in addition to how user experience design is affected.

When designing UI components like buttons, navigation, and call-to-action; color psychology in UX is a crucial tool. These factors are all crucial for persuading someone to buy something and for developing a brand connection with customers. Since color is thought to be the element that is easiest to recall while learning anything new, it is used in both marketing and user experience.

As said above, colors are a common component in marketing and user experience. The reason for this is straightforward: They activate our eyesight, which is directly related to the brain, and cause feelings and reactions to arise right away.

Some studies demonstrate how distinct hues affect particular emotions, and because of this, some businesses use color psychology to sway their target market. Let us see the importance of color psychology.

  • By selecting the proper color combination, colors may make your website or design stand out and attract the user’s attention
  • Users purchasing decisions are significantly influenced by visual aspects.
  • People can evaluate anything only based on its hue (an important tip to remember for brands and products).
  • According to a research, full-color advertisements are easier for magazine readers to notice than those in black and white.
  • Just changing the color of the advertising can boost sales.

The justifications listed above demonstrated how much of an impact color has on humans. Even psychologists asserted that color perception accounts for 60% of a consumer’s decision to accept or reject a product. So, much like terrible writing or a sluggish page load, a poor color scheme may have a significant negative impact on the entire user experience.

How color influences perception and arouses feelings?

Finding color or color combinations that work well for your website or product design can be difficult given the wide variety of colors and color mixtures available.

You can use a few key pointers and techniques for your UX design. See the psychology of colors listed below to discover what each color means:

Since they mellow the other colors, neutral colors are frequently utilized as backdrops in design. The colors that fall under the category of neutrals are the ideal fusion of cool and warm tones.

The majority of luxury firm’s logos use the color brown since it is considered to be elegant and sophisticated. Brown is a wonderful color option for organic items since it may also be seen as natural and rustic.

The color Beige encourages a cozy and cozy sensation. This color is frequently used in interior design for things like walls, drapes, and carpets.

Grey conveys seriousness and expertise. It can also refer to modernism and technology.

White connotes peace and brightness. It is the ideal, stand-out hue for websites, especially blog and e-commerce sites.

Black has many symbolic meanings, including mystery, power, and beauty. For easier reading, the text is frequently colored red in this shade.

Cool colors frequently connote feelings of tranquility and peace. Additionally, they could come out as indifferent and chilly.

TIP: For balance, pair cool colors with warm or neutral colors.

The color Blue is calm, understated, and inspires client trust in the design.

The color Green is wholesome and fresh.

In spas, beauty salons, and health centers, Purple is frequently utilized because it has a spiritual connotation.

Technology brand names are frequently linked to Silver. It stands for the hue of modernism and innovation.

Strong feelings like vitality and enthusiasm are brought on by warm colors.

However, be cautious while sticking to warm colors in your design. This could make you feel unwelcome emotions like rage. As with cool colors, it is therefore ideal to pair warm colors with different color shades.

In advertising efforts, like a product sale, Red is frequently employed. Red stands out from the rest of the warm colors family readily, making it one of the strongest warm colors. Additionally, red is employed to draw the user’s attention. Red may cause the emotion of aggressiveness, therefore use caution while applying it.

Brands that support women, kids, and sweet foods frequently employ the color Pink. This color may also represent innovation and difference, which may be employed in advertisements to stimulate consumers’ curiosity about the offered goods.

Additionally, Yellow is utilized to draw attention (aside from red). To capture visitors’ interest and focus, this color is also employed while developing Calls – to – action.

Most companies that champion youth, vitality, and creativity utilize Orange as their primary color. Gold typically connotes power and prosperity.

Some fascinating facts about the psychology of colors

Users respond to colors and tints in a variety of ways, and these ways depend on their age and gender. The psychology of color is also influenced by cultural variations. We may assert that everyone has a favorite color. But there are parallels in tastes across genders, ethnicities, and age groups.

According to a study on color psychology done by Faber Birren, certain colors appeal to different age groups more than others. Birren discovered that all age groups consistently like the colors blue and red. Younger age groups, on the other hand, choose yellow. Additionally, as we become older, we prefer the softer colors of blue, violet, and green over the brighter red and yellow ones. However, elderly individuals find these colors unpleasant.

According to the study, we should be cautious about choosing too many bright tones when creating colors for the older age group since they may lower the conversion rate. Men favor bright colors, while women choose softer colors, according to this study on color perception, despite other studies showing that men and women have different color preferences. Despite other studies showing that men and women have different color preferences.

The colors we choose might also be influenced by our cultural heritage. In addition to this, cultural interpretations of color might differ. White, for instance, represents innocence, desire, and optimism in the West. White, however, is a color associated with death, sadness, and ill luck in Asia.

UX designers need to be aware of these cultural meanings especially if they are targeting a particular region or ethnic group.

Today’s major brands do not choose their colors randomly. To make their logos more recognizable to consumers and help them remember them, they all employ color psychology. Company branding works like this.

Yellow, a color associated with joy and optimism, is used by McDonald’s as part of its branding.

Pink is a color that appeals to women and is used by both Victoria’s Secret and Barbie. Pink is seen as being feminine and childlike, as was previously said.

Facebook and Paypal’s logos are notable for their use of the color Blue, which stands for security and reliability.

Black is a powerful, opulent, and sophisticated color that is used in the logos of both The New York Times and Prada.

However, other factors go into branding than color. Established UX professionals frequently employ schemas as well to ensure that they convey the intended message.

The use of colors by certain businesses to subvert conventional wisdom is the opposite of this. To convey a message, some businesses employ specific colors in advertising, for instance. To influence their customers’ perceptions, several businesses alter or improve the color of their recognized brand.

Keep in mind that colors and schemas operate differently. The design of UX must include both of these. Schemas are employed to cast doubt on a user’s impression of a certain product or brand, whereas color psychology manages a user’s feelings to exert influence. You may tinker with these two components to help your audience remember the message, as long as the “message” sticks to them.

We could go on and on about the psychology of colors and what they imply in design. When designing for your audience, color psychology is undoubtedly something you should research on your own.

The main lesson to be learned from this is to avoid generalizing outcomes and instead take these facts into account when creating UX product designs.

Do user testing for colors on your product and with your target demographic to ensure you achieve the greatest results in terms of improving the user experience.


Every color has a unique meaning and may influence daily behavior as well as elicit strong emotions in people. Checking a color palette before settling on the primary colors for an app will undoubtedly help you locate the ideal matching tone with the proper message. Color preferences can vary by age as well as by gender, with some colors being universally preferred by one gender over another.