Effective Use of Color Schemes

Are you using colors the right way? A while back, I was designing a financial app, and I remember deliberating for hours on the right shade of green for the primary button. Would a brighter green inspire action or seem too aggressive? Would a darker shade feel more secure but less inviting? That experience reminded me how much power colors wield in UI design. They’re not just decorative; they guide, comfort, and influence decisions. Here’s what I’ve learned about how colors impact user experiences: ◾The Psychology of Cool and Warm Colors Cool colors like blues and greens create a sense of calm, trust, and professionalism, which is why they’re common in finance and healthcare apps. On the other hand, warm colors like reds, oranges, and yellows evoke energy and urgency—perfect for calls to action. For example, Netflix’s red "Play" button instantly grabs attention and signals action without being overwhelming. ◾Color Systems and Consistency Ever notice how brands like Google or Airbnb have such cohesive designs? That’s the magic of a well-thought-out color system. A good system assigns roles to colors—primary, secondary, and accent—so users always know what to expect. This consistency isn’t just aesthetic; it reduces cognitive load. Studies show that consistent color usage can boost brand recognition by 80%. ◾Colors and the User’s Mindset Colors subtly tap into user emotions. Green means “go,” red means “stop,” and yellow signals caution—it’s almost instinctive. But cultural nuances play a role, too. For instance, in some cultures, red is associated with prosperity, while in others, it conveys danger. Understanding your audience is key when choosing the right palette. ◾Accessibility and Inclusivity Designing for everyone means choosing colors that work for all users, including those with visual impairments. Did you know that nearly 1 in 12 men and 1 in 200 women are colorblind? This makes contrast ratios critical in ensuring text is legible and buttons are distinguishable. Using tools to check contrast compliance has become an integral part of my design process. ◾Some Stats Worth Noting 🔸 Colors influence 85% of buying decisions. 🔸 Users form an opinion about a product within 90 seconds, and 90% of that judgment is based on color. 🔸 CTA buttons in warmer colors like red or orange tend to perform 21% better than their cooler counterparts in certain contexts. So, the next time you’re designing, don’t just think about what looks good—ask yourself, “How does this color make users feel?” Because when used thoughtfully, color does more than beautify—it connects, guides, and builds trust. #userinterface #userexperiencedesign #userinterfacedesign #uiux #usercentricdesign #figma #uidesign #uxdesign

I used to think colorful charts helped display information. Now I know they do exactly the opposite. When it comes to data visualization, color *is* crucial. But not in the way you’ve likely been taught. The general rule of thumb is that you should use color sparingly and strategically. In other words, never use color for the sake of being color*ful*. Here’s how: First, identify your core colors (I recommend 1-2 max): Option 1 ↳ Use your company’s (or client’s) brand colors. This is often the easiest and best choice. (But remember, you don’t have to use *all* the brand colors.) Option 2 ↳ Use an online color palette (check out the resources linked in the comments to get started). I’ve also searched Pinterest for things like “blue and green color palettes.” Second, follow best practices: Use grey as your default.  ↳ Create all your charts in greyscale first. Then, incorporate color to draw your audience’s eyes to the most important takeaways or data points. Use 1-2 core colors throughout your presentation.  ↳ Use your core colors to highlight the specific trends, categories, or insights you want your audience to pay attention to. Be aware of cultural associations.  ↳ Color symbolism varies across the globe - for example, red often carries a negative connotation in Western cultures, but represents luck and prosperity in Eastern/Asian cultures. Be mindful of color blindness.  ↳ Approximately 8% of men and 0.5% of women are colorblind (red-green being the most common). In general, less is more. Imagine someone were to look at your chart and say “Why is THAT particular bar blue? Why is THAT one green?” If you can’t give a clear answer, it's time to go back to the drawing board. —-— 👋🏼 I’m Morgan. I share my favorite data viz and data storytelling tips to help other analysts (and academics) better communicate their work.

Master in Color Theory. Every color scheme begins with selecting a single color that serves as the foundation, often referred to as the dominant, base, core, or main color. The choice of the main color should be based on three key considerations. Firstly, it should align with the attributes and characteristics of your brand or product, reflecting its identity and values. Secondly, it is essential to choose a color that the target audience naturally associates with brands or products similar to yours, ensuring familiarity and relevance. Lastly, analyzing the competitive landscape allows you to identify a color that distinguishes your brand and establishes a unique and ownable visual identity within the market. By carefully considering these factors, you can lay a strong foundation for your color scheme that resonates with your brand, appeals to your audience, and sets you apart from competitors.

Colour is a powerful tool when designing a brand experience. House of Sunny and Airbnb got that memo when creating this experience. Popping up in time for London Fashion Week 2023, House of Sunny teamed up with Airbnb to create a one-night stay in the brand’s Hackney studio. The brand is known for its colourful prints and playful fashion designs, and House of Sunny has transformed that into interior design. So how can we use colour to inform designing our brand experience spaces; 🟧 Visual Appeal - One of the key reasons to use colour as a brand experience device, is because if it is done right, it just looks so good! Bright and well-coordinated colours will make any brand experience visually appealing, not only in person but also in the press and social images that get shared. 🟨 Set the Mood - Different colours evoke different emotions. Warm colours like red and yellow can create excitement and energy, while cool colours like blue and green can promote calmness and relaxation. Using the right colours helps set the desired mood for your event. 🟪 Brand Recognition - Consistent use of your brand colours helps reinforce brand identity and makes your event instantly recognizable. And it doesn’t need to be one colour, House of Sunny are known for their use of bright colours and patterns, so they brought that into the space design. 🟦 Memorability - This activation was done back in 2023, but it still sticks in my mind. Because a visually striking colour scheme can leave a lasting impression, making your event more memorable. This can lead to better word-of-mouth promotion and social media sharing. 🟥 Unique - In a competitive market, a unique and appealing colour scheme can differentiate your event from others. This uniqueness can help create a distinct brand experience that attendees will associate specifically with your event. House of Sunny really hit the nail on all of these elements when they were creating this brand experience and it helped make it such a hit. Social shares went through the roof after a private event for social talent, who explored the space and sat down for a bespoke dining experience.  They’re not wrong when they say colour is a powerful tool and this brand experience helps to prove that. How else can colour help when designing a brand experience? Anything I missed?

Ever wonder why certain ads feel like they jump off the screen? There's a good chance the colors had a lot to do with it... Color isn't just for decoration, it's a unique way to stimulate certain emotions at a glance. Color psychology can totally make or break your static creatives, since it shapes our perceptions and can influence your subconscious judgments. For Example: - Red: Urgency, passion, and excitement. Perfect for sales and fast food. - Blue: Calm, trust, and stability. A favorite for banks and tech brands. - Green: Nature, health, and growth. Ideal for eco-friendly or wellness products. - Yellow: Happiness and optimism. Use it to radiate positivity and energy. - Black: Luxury, sophistication, and power. A staple for high-end brands. So, how do you 'actually' use color in your ads? Bright, contrasting backgrounds are perfect for stopping the scroll and catching attention. Matching your color palette to the emotion you want to spark creates an appealing, memorable vibe. And when it comes to CTAs, colors like red for urgency or green for reassurance can nudge people toward action. Plus, sticking to a consistent palette across your ads helps build a brand that’s instantly recognizable. The right colors shouldn't just make your ads look good—they make them work better.

Principle 5: Use Color Intentionally This is the fifth in a series of 24 principles we use at Hatch Duo to craft visually compelling, timeless products. Color isn’t decoration, it’s direction. Used well, it clarifies, prioritizes, and breathes life into form. Color Choice Matters Color defines hierarchy and emotion: - Bright contrasts draw focus and create urgency - Soft gradients suggest calm or continuity - Monochrome palettes feel focused and minimal - Saturation levels shift how bold or quiet a product feels The right color choice supports the story your form and material are already telling. Color Creates Visual Focus - A vibrant button signals interaction - A muted housing lets key elements pop - Clashing colors confuse. cohesion brings clarity Align Color with Brand DNA Color systems are one of the most recognizable cues across product lines: - Nothing distills complexity through transparent shells, grayscale restraint, and surgical use of red accents - Bang & Olufsen uses muted metals and soft neutrals to evoke luxury - IKEA blends saturated primaries with friendly shapes to feel democratic and playful Each brand builds equity through consistent, intentional use of color. Applying Color with Purpose - Stick to a Palette: → Limit your core colors—restraint sharpens clarity - Guide the Eye with Contrast: → Use bright accents to lead focus, not overwhelm - Consider Surface Interaction: → Gloss amplifies color; matte subdues it - Test in Context: → Colors shift in lighting—test them in real conditions Color isn’t an afterthought, it’s a design decision that speaks before the product is ever seen in action. Mastering color use ensures a product not only stands out but feels intentional and aligned at every touchpoint. This is just one of 24 principles we use at Hatch Duo to craft elegant aesthetics in physical product design. Stay tuned for the next principle in our Aesthetic Principles Series. #design #colortheory #industrialdesign #hatchduo #productdesign

Color is of key importance in visual communication. It helps us represent reality, provide focus, express emotion, connect information, increase legibility and create psychological impact. For sighted individuals who do not have color vision deficiency, color can reduce the cognitive effort required to understand instructional materials because people derive meaning from colors. This provides another dimension for sense-making. Here are some ways that color enhances meaning and may improve learning: --Color has an emotional impact on a viewer. Warm colors (red, yellow, orange) are known to excite and stimulate and cool colors (blue and green) are calming. Make color choices with an awareness of their affect on the audience. --Avoid color combinations that pose problems for those with color vision deficiency, such as red-green and yellow-blue. --In situations where novices are learning to visually discriminate, such as materials that teach how to read radiographs, you can highlight hard-to-see markings with a very distinct color. --Color coding (with a chip of color) is one way to organize categories of information, such as lessons and modules. You can use color to coordinate text explanations and graphics, such as in map legends and diagrams. Use a small shape of color rather than colored text, which may not have sufficient contrast. Never use color alone to convey information. Use an additional visual signal, such as an icon if you plan to color code. --Color enhances the meaning of stories. As an example, in an illustrated story, a red face may convey embarrassment or anger, which can improve comprehension. Again, avoid color alone to convey meaning. Also illustrate an appropriate facial expressions to go along with the color. How do you use color to enhance meaning? [30 days of visual design for learning design]