Color! We all love color. It can give life to a seemingly dull landscape, it can influence our mood, and create ambience. Interior designers are aware of how to use color and what colors fit those environments the best. In digital design, we can find and apply the same methods. Branding is another way we can make connections with our user audience through symbolism, font, and of course color. There are many psychological uses for color and the way we use it needs to be strategic. As designers, it is imperative that we ask ourselves, what is that we are trying to communicate?
What does blue evoke in you?
Peacefulness, calm, regal, professionalism, higher values.
What does black evoke in you?
Classic, timelessness, emptiness, vastness, power.
What does yellow evoke in you?
Joy, happiness, positivity, health, optimism, buoyancy.
What does orange evoke in you?
Health, social, friendly, vibrancy, creativity.
What does red evoke in you?
Action, aggression, movement, fire, anger, survival.
What does green evoke in you?
Health, nature, acceptance, serenity, jealousy, organic
What does purple evoke in you?
Regality, creativity, eccentric, difference, depth
What does white evoke in you?
Purity, clarity, cleanliness, light, reflection, softness
The list can go on and on, and of course with variations in hue. As we evolve with design and in our consciousness maybe there will be a step away from the traditional meanings of these colors and how they are used. Now that we can select different background colors and with the use of more dark UI patterns the use of color may find different contexts. As a fundamental base, these meanings can help steer us in a direction that is most useful for our users and communicates to them.
At the end of the day, the colors form to create an experience. As designers if we tap into the “experience” we are wanting to create the colors should come through, perhaps even in unconscious ways and influence our overall direction. Connecting the dots between psychology and design continues to inspire me and help inform us. User testing also can report back much information that is both helpful, practical, informative, and may also help point us in the direction in the way we use color as we evolve in designing.
