Colors can be divided into two main categories: warm and cool. What is the mood or feeling your want to express? How do you want people to feel about using your app? Do you want your brand and app to feel accessible, calm, bold, sophisticated, polished, quirky, or elegant? Once you've defined this, look at which color evokes this emotion. Color is a very useful tool to create a brand identity and trigger specific emotions in users.įirst, you need to know your brand and what you want it to be associated with. Black is also used to give a modern and trendy feel. Yellow is a catchy and cheerful color but it must be used only in small amounts to highlight, otherwise it is perceived as irritating. People now associate this meaning so it’s a good idea to use red if you want to draw attention to some offer you are making. Blue and green are relaxing and soothing colors They convey feelings of trust and commitment. Black and grey are elegant colors. Studies show that different colors trigger different emotions in users. For example red triggers strong emotions like love, passion, and anger In a marketing context, red is often used for special offers or discounts. Well, guess what, the choice is not casual. Companies are well aware of the importance of color when it comes to influencing consumer behavior. There are many examples of how companies improved their sales, retention and conversion rates, and other KPIs just by changing elements of their color scheme. If you’d like to try your hand at user interface design, give this free UI short course a go or consider a full UI design program. As you can see, there’s a lot more to choosing colors than meets the eye! We’ve only touched upon color theory here you can learn more in this complete introduction to color theory and color palettes. Designers will therefore think about how certain colors might influence the user’s mood or behavior, and what different colors mean to different audiences. What happens if colors don’t work in harmony together? The final result may be dull and under-stimulating or, at the opposite end of the spectrum, chaotic, messy, and over-stimulating.Ĭolor theory also considers color psychology. This is all about different color combinations and how they work together (or not!) When creating an interface, designers will always strive to achieve color harmony, ensuring a visually pleasing end result for the user. Color theory: The importance of color harmonyĪnother key aspect of color theory is color harmony. The modern color wheel charts not only the primary, secondary, and tertiary colors, but also their hues, tints, tones, and shades. Of course, there are more than twelve colors in the world, and today’s designers use a much more advanced version of Newton’s color wheel. These are created by mixing a primary color with a secondary color. Tertiary colors include magenta, vermillion, violet, teal, amber, and chartreuse. Orange, purple, and green are all secondary colors. Secondary colors, on the other hand, can be created by mixing two primary colors. These colors cannot be created by mixing other colors. The primary colors are red, blue, and yellow. Color theory: Primary, secondary, and tertiary colorsĬolor theory is a framework based largely on Isaac Newton’s color wheel, which dates back to 1666! The wheel distinguishes between primary colors, secondary colors, and tertiary colors. When it comes to digital design, color choices aren’t just made on a whim they’re steeped in what’s known as color theory. Color helps to build and reinforce a particular brand identity, and on a practical level, it ensures that apps and websites are both accessible and enjoyable. Think about the different apps and websites you use on a daily basis, and how the colors they use shape your experience. If you’re a user interface (UI) designer-or thinking about becoming one-you’ll know that color plays a crucial role in the design of digital products.
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