Across human history, master painters and other artists have earned global recognition for their ability to manipulate colors. In the modern era, the artform now opens up a lot of new commercial and business applications, first in advertising, and now in web design. With an almost bottomless depth, the skill of color usage can be improved and refined endlessly.
We’ll explore the fundamentals of color theory and color scheme, then examine the emotional effects of certain colors.
Color Theory
The topic of color could fill a whole book on its own, so we’ll stick to what’s relevant to UI design here. We can break down color theory into three parts with regards to web UI design:
Contrast — Every shade of color has a set opposite — an “arch-nemesis” whose contrast is far greater than any other color. You can use the color wheel below to find each specific color’s opposite. Simply locate the color on the opposite end of the circle.
Complementation — Colors aren’t always at odds with each other: complementary colors accent each other and bring out their best, the opposite of contrast. These are the colors immediately next to each other on the color wheel, for example, purple’s complements are blue and pink.
Vibrancy — Each color evokes specific moods: the brighter warm colors (red, orange, yellow) tend to energize a user and make them more alert, while darker cool shades (green, blue, purple) tend to be more relaxing and tranquil. CNN uses a red banner in their top navigation to heighten alertness, a color decision that suits the site’s breaking news content.
Color theory in web design is more than just a visual garnish, it can have game-changing effects on your business. If you don’t believe us, read conversion consultant Jeremy Smith’s article explaining how the psychology of color can expand your business.
Vibrancy: Emotional Implications of Color
There’s no denying the link between emotions and colors: in fact, the human race has been documenting the psychological impact of color since the Middle Ages. Naturally, any web designer wants to harness this as well, since the right colors create the right moods and atmosphere for your site.
We’ve analyzed the advice of the researchers at Vandelay Design and Smashing Magazine, and filtered it through our own experience at UXPin.
Please note that different cultures around the world perceive colors differently. We describe emotional associations that are most relevant to Western cultures. For a more in-depth look of how different cultures perceive color, read this thorough piece from Web Designer Depot.
Red
The most stimulating color, red is so energizing it has been used to increase blood circulation. Representing passion and power, red is the color that will attract the most attention, which is why it is commonly used for warnings and important notices.
Red is very appropriate for the No Way NSA website, whose purpose is calling alarm to a perceived threat from the NSA. Using red in the first section of the single-page site is especially clever because it calls attention to the primary message while physiologically inducing people to “get out of the danger zone” by scrolling downwards. This, of course, only makes the user engage with more content.
However, this could work against you, as red can incite anger, or at least overstimulation . If you’re going for a more relaxed atmosphere, use it sparingly (or at least in a lighter shade) or not at all.
Orange
As the most muted of the warm colors, orange is uniquely versatile. As a primary color it can be engaging and energizing, and as a secondary color it also retains these properties in an unobtrusive way. Orange also helps to create a sensation of movement and energy.
Aside from it being part of the brand style, orange works well with Fanta’s lighthearted and cartoonish site. The color shows creativity while retaining familiarity.
Yellow
Yellow is one of the more versatile colors, depending on the shade.
A bright yellow is the most energetic of the colors, without the severity of red. Middle shades of yellow give a sense of comfort while still feeling invigorating. Darker shades (including gold) can give the impression of antiquity, and lend an air of timelessness, wisdom, and curiosity.
In the above example from web design agency Flash Media, the darker shade of yellow exudes energy, curiosity, and authority. This makes a lot of sense for a company who thrives on the value of their consultancy and skills.
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