When it comes to trends in 2019, colour will be the first thought on all designer’s minds.
Colour sparks emotion and is the root of all design theory.
In 2019 black and white is out, bright and brash is in… but how can colour influence the buying decision?
Understanding color psychology is a key aspect of creating a colour palette that works well in website design.
Whilst colour theory can be complex and using colour in UX design can cover far more than a simple palette that works well, designers can incorporate specifically selected colours into your brand without having to rethink the entire process.
For example, blue used as a primary colour in a modern, minimalist design will have a very different feel than the same blue used as an accent colour in a more complex, corporate design.
A study by Joe Hallock found that the feeling of trust is mostly connected with the colour blue, but white and green can also resonance trust with some users.
Businesses often use blue when a financial transaction is being processed. Therefore, you will see many banking websites use a shade of blue as their primary brand colour. Leveraging small subconscious thoughts, like using a trusted colour (blue) can help new customers connect quicker to your brand.
One issue designers sometimes overlook is the cultural differences around colour psychology. In many Western cultures, white is associated purity, innocence, and hope. But in parts of Asia, white is associated with death, mourning, and bad luck.
It’s important to think about how traditional or current your target audience is and what emotion you want to ignite whilst they are navigating through your website. Would it be delightful or disorienting for them? What message would you be portraying?
When choosing colours, consider users who are colour blind or who have low vision. Never use colour alone to convey information. The use of colour should help bring attention to what matters most. Colour should support the hierarchy of the page.
Do’s with colour
· Use a light background colour with a corresponding text colour
· Use primary background colour for a call to action buttons with white text
· Use a white background for the call to action buttons with any dark text colour
· Use a light background colour with its corresponding dark colour for an action
· Use a white background with any of our primary colours for an icon
Take your booking button as an example, this is the prime route through to your booking engine which users will ultimately make a purchase. Ask yourself, does the colour stand out from other elements on the page? Does it promote trust? Is it safe to click?
When colour psychology is used correctly it can improve user experience and ultimately convert lookers to bookers.