Casual observations and anecdotal evidence about color suggest that in can persuade decision making. Color matters although ultimately the psychology of color and color preferences are dependent on personal experiences.
When dealing with color:
- Use existing colors that are on brand and follow the brand's style guide or visual specification.
- If no previous color specification exists, free color generators such as Adobe Kuler or Colour Lovers can help you explore color themes and palettes.
- Color is part of your brand's personality. Keep it simple and use it wisely.
- Choose a harmonious font color palette for your headings (titles), subtitles, body text, and links.
- Ensure that your font colors are accessible to people with disabilities and have proper contrast.
- If you're on brand but you're at a deadlock as to which of two colors to use for your call to action button, run an A/B test on the colors.
- Combine color with design fundamentals like shape, space, and typography. Don't rely on color alone.
- Test pages and designs by going to grayscale to make sure usability doesn't break when color goes away.
- Use tints and shades instead of additional colors.
- Although subjective, think about emotional reaction:
- Red: Exciting, passionate, dangerous
- Pink: Sweet, young, energetic
- Orange: Friendly, tangy, pleasing
- Yellow: Energetic, warm, cheerful, cautious
- Gold: Stable, elegant
- Green: Alive, friendly, organic, money
- Dark Blue: Peaceful, stable, logical, trustworthy, water
- Light Blue: Healthy, cool, young
- Purple: Elegant, mysterious, regal
Now it's your turn: Look up the meaning of complimentary colors, as wells as analogous colors and see how they relate to each other on the color wheel.
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