When it comes to brand psychology and UX/UI design, colour isn’t just about making things look pretty – it’s a superpower.
Colours have the ability to influence how people feel, how they behave and how they remember your brand. Choosing the right colour palette can lead to stronger engagement, emotional connections and a much smoother user experience. Let’s explore how different colours impact UX/UI design, and why they matter so much in shaping user experiences.
Why colours matter in UX/UI design
Colours aren’t just for decorating; they can actually guide users through your website or app. The way colours are used in design can impact how people navigate, interact and make decisions. In fact, studies show that 90% of users’ first impressions are based on colour alone! That means your users are already forming opinions about your brand before they even read a single word.
Here’s why colour is such a big deal in UX/UI:
- Creating hierarchy: certain colours help highlight important elements like buttons or alerts.
- Setting the mood: colours evoke emotions, whether it’s trust, excitement, or urgency.
- Improving usability: the right contrast ensures text is readable and designs are accessible to everyone.
Colour psychology in branding and UX/UI
Let’s dive into some popular colours and how they influence user behaviour and emotions in design.
RED: energy, passion and urgency
Red is an attention-grabber, plain and simple. Whether it’s a sale banner or a stop sign, red demands to be noticed. It evokes feelings of intensity and desirability, which is why food and beverage brands, like Coca-Cola, use it to get your adrenaline pumping (and maybe your thirst going too).
- Best use: call-to-action buttons (think “Buy Now!”), sales promotions and error messages.
- Example: Netflix’s red logo is instantly recognisable, standing out as bold and unforgettable.
BLUE: trust, calmness and security
Blue tends to put people at ease, which is why it’s a favourite for finance, healthcare and tech brands. It conveys trust and calmness, which is super important when people need to feel safe sharing their data or money with you.
- Best use: navigation bars, backgrounds, or anywhere trust is key.
- Example: at Conn3cted, we use two shades of blue to signal reliability and security, aligning with our mission to deliver trustworthy, user-friendly digital solutions.
GREEN: growth, balance and health
Green is the colour of nature, and it’s often linked to health, growth and balance. It’s also associated with wealth (think money!), so it’s a good fit for finance or eco-friendly brands.
- Best use: success messages, positive actions and anything eco-related.
- Example: Spotify uses green to reflect creativity and growth, perfect for a dynamic platform in the entertainment space.
YELLOW: optimism, happiness and warmth
Yellow is bright and fun, like sunshine in colour form. It’s great for making things pop and adding an element of cheerfulness. But be careful! Too much yellow can be overwhelming if not balanced properly.
- Best use: highlighted areas, playful brand identities and product promotions.
- Example: McDonald’s uses yellow to create a warm, family-friendly vibe.
BLACK AND WHITE:
sophistication, elegance, authority / simplicity, purity, cleanliness
Black is sleek, modern and timeless. It’s often used in luxury branding to signify elegance and power. It’s also fantastic for minimalist design, giving a clean, professional look.
- Best use: high-end products, luxury websites, or bold statements.
- Example: Apple uses black in its branding to create an elegant, high-tech feel.
White is all about clarity and simplicity, which is why it’s a go-to for modern tech and minimalist designs. It’s clean and gives users space to breathe, letting other colours take the spotlight.
- Best use: backgrounds, negative space and simple user interfaces.
- Example: Apple’s website often uses white as the main colour to give a sleek, open and user-friendly experience.
Colour combinations for effective UX/UI
While individual colours have their own vibe, it’s the combinations that can really make a design pop and feel balanced. Here’s how you can use colours effectively in your design:
- Contrast for readability: make sure there’s enough contrast between text and background. A classic combo like black text on a white background is always a safe bet.
- Use accent colours: use bright, contrasting colours (like red or yellow) for buttons or important actions to catch the user’s eye.
- Consistency is key: stick with a consistent colour palette throughout your website or app for a cohesive and professional look.
Accessibility and colour in UX design
Not everyone experiences colours in the same way, so it’s super important to design with accessibility in mind. Tools like WCAG (Web Content Accessibility Guidelines) help you ensure that your colour contrast is up to par and that your design works for users who are colourblind.
Let’s take Amazon for example. Their orange Call to Action (CTA) buttons stand out beautifully against a mostly white page. This use of colour makes it clear where users should click and creates a sense of friendliness and urgency.
Choosing the right colours for your brand and user interface isn’t just about making things look nice: it’s about creating an emotional connection with your users. Whether you’re using red to get them excited, or blue to earn their trust, colour psychology plays a huge role in how users perceive and interact with your brand.