Magical impact of colors in design
By: Lakshmy Jayalakshmy
Tags: Colors, Visualization, Web Design, Visual Design, User Experience Design

I love all the colors and like things that are colorful. Irrespective of choosing my stuff based on a single favorite color, I prefer and rotate them under a wide range of colors that brings in the feeling of new and change of the ambiance.

But after I entered the field of design, I learned that these colors have more to them. More than favorite colors and the colors that we dislike, the colors themselves have properties that can convey a specific mood and thoughts in the mind of people.

Our great ancestors, in the olden days, have experienced a whole lot of the effects of colors, and even though the modern world has changed a lot, the effect of colors is still valid and applicable. The interesting part is that the intuitions and instincts various colors bring in us now, are more or less the same that has been learned from the past experiences. A set of behavioral and cognitive effects are triggered in us when we see a particular color that demands us internally to act in a certain way. We have evolved certain associations with colors that can subtly influence how we think, feel, and act.

Now let’s talk about a few of the major colors and their effects in detail:

White Effects

As already mentioned, our evolutionary ancestors perceive white as light similar to dark as black. Hence it sows an intuition of brightness and activeness. It is universally associated with goodness and security since daytime means reduced vulnerability to predators.

White signals honesty, passivity, and safety. People wearing white are perceived to be less aggressive and less likely to cheat. White-colored products are accepted as classy, expensive, and timeless.

White can be used o increase the perceived value of products, approachability, peace, calmness, honesty, and cleanliness. It is the color of choice for a minimalist aesthetic. White is an excellent way to accent environments rich in color.

Black Effect

Universally, black is associated with evil since it is intuitive. When looking through the eyes of our ancestors, black can be compared to darkness which means the time when they are vulnerable to predators.

From the perspective of the physical world, black is said to be absent of light and white is a mix of all other colors. But from the perspective of human brains, black and white are colors like any other.

Before developing the color-recognition ability, our evolutionary ancestors are said to recognize black and white way before recognizing the hues of red, blue, and green.

People wearing black are perceived to be more aggressive and likely to cheat. At the same time, black colored products are perceived to be classy and expensive. Also considering black borders in designs cleans up messy borders and areas of low contrast. They make designs look more polished and finished.

Red Effect

Blood and fire are in the shades of red. This instinct the feeling of danger and alarm that asks for some important and quick action from us. The colors that our ancestors could distinguish more efficiently are found to be black, white, and red from other colors.

At the same time, studies show that women who are dressed up in red appear to be more attractive to men. This is true even in the case of animals. It is associated with courage, power, and dominance

It also confers a minor competitive advantage in sports contests which are majorly placebo effects.

The color red impairs problem solving and creativity which says exposure to red seems to impair performance on complex cognitive tasks.

Red should be avoided for environments requiring learning, testing, and cooperation.

Blue Effects

Like all other colors, the effects of the blue color is also context-specific. In a general context, blue signals openness and creativity. In a social context, blue spreads friendliness, approachability, and peacefulness. Our ancestors related blue with the sky and water which stimulates happiness and peacefulness.

Blue light blocks the production of the sleep hormone melatonin and activates parts of the brain responsible for alertness. Blue enriched lighting is used during the day when there is a requirement of alertness and enhancement of positive moods. Due to negative health effects at night, they must be avoided in all sleep environments.

Blue can be used in a generally popular context and has to be avoided in food-related context and food served in blue plates is assumed to be rotten and spoiled.

Blue fosters openness and creativity, and to promote aspirational thinking. In context requiring creativity or problem solving, blue enhances performance. In an advertising context, blue aligns well with positive, aspirational messages but does not align with avoidance messages.

Green Effects

The bulk of the cognitive and behavioral effects triggered by the color green are rooted in the connection of the color with nature. We have developed a special connection with the color green that helps our eyes and brains to discriminate shades of green more precisely than any other color.

Green tends to make us want to approach things and is strongly linked to a phenomenon known as approach motivation.

Approach motivation affects how we think and feel. Reduces stress, opens our minds, and frees our thinking. Green things are intrinsically appealing and inviting. It reduces anxiety and helps us focus.

All nature-safe organic healthy and sustainable products are mostly colored green for branding and messaging. green fosters creativity and is also used when creating signage and controls to indicate safe passage and non-dangerous functions.

But in the context of attractiveness, green clothing depicts being sick and needs to be avoided.

Yellow Effect

Based on perception research, the easiest color to see in all lighting conditions is greenish-yellow. The color yellow is associated with · cowardice, sickliness, and weakness.

Yellow is said to increase attention focus and perhaps even cognitive performance since our ancestors also have evolved to detect ripe fruit which is in the color of yellow.

Bright yellow signals energy and potency, and possibly to stimulate problem-solving. Yellow pills have stimulating effects, even when they are found to be placebos. Yellow packaging makes products more energetic and effective than the same products in other colored packaging. Yellow legal pads and sticky notes may foster concentration and problem-solving.

When attractiveness is key, skin tones with a subtle yellow glow can enhance attractiveness, but yellow apparel, especially on light-skinned people should be avoided.

Yellow indicates conflicting responses: Potency and weakness or attractiveness and unattractiveness. Context-specific shades and intensities of color can make a big difference. The key is getting the right shade of yellow in the right context to achieve the desired result.

Next time when using colors, try these techniques, and be surprised to find its impact to be similar.