The Impact Of Colour On A UX

The Impact Of Colour On A UX

The Impact Of Colour On A UX

UX stands for User Experience, and it essentially covers how a visitor to a website feels about what is in front of them. This could be anything from the content to the functionality to the speed of different pages loading. But an understated yet vital element that impacts upon a UX is the colour of the site. In this article, we will focus on the importance of colour to a website, and how much of a difference that colour can make to somebody’s visit to your web page.

To begin with, the colour scheme has to be consistent with the branding of the organisation. While it is possible to experiment with different shades, you generally want people to visit your site and immediately recognise that it belongs to your business. If they were stood 20 feet away from a computer screen, you would want the colours to stand out enough that they still associate the visual with your company. For instance, the logo for Facebook is dark blue as the primary colour with the of being white as a secondary colour, and so the design of the site reflects this, with a blue and white colour scheme.

But what if their site was green or purple or brown mixed with black or yellow? It may look cool, but it would clash with the corporate branding, thus drawing attention away from the page for the user. The UX should have a sense of familiarity, and this is largely determined by the site’s colour scheme.

Next, consider the contrast in the colours that are most heavily used on landing pages. White text on a blue background, or black text on a white background, allows the content to look clear. Similarly, any imagery which features a photograph on a backdrop that is the opposite colour of the clothing, the skin or the additional props alongside the people featured in the picture will stand out for the right reasons.

Just imagine, though, a website which featured yellow text on a white background, red text on a purple background, or brown text on a black background. It would become harder to read, and as with a situation where brand consistency is not adhered to, the user’s attention is taken away from what should be an enjoyable and easy visit through the various sections of the web page. You want a UX to be as straight-forward as possible for any visitors, so if poor colour contrasts are in place, this will be less likely to happen.

Lastly, think about the tone that certain colours would emit, and think about how they could vary throughout the year. For instance, yellow is a bright, cheerful, warm colour that evokes a feeling of fun, relaxation and summertime activity. Black, on the other hand, is a dark colour which lacks emotion and occasionally brings about a sense of uneasiness. Now think about the personality of your business and what qualities you wish to attach to the identity of your company.

If your workforce is also upbeat and active, then the likes of yellow and orange would be great colours to focus on when using online promotional material. But could you achieve the same results if you had a black or grey backdrop to photographs of the team on your site and on the related information pages?

Probably not. It is vital to pick colours for your site that reflect how you want your company’s employees to feel, and how you want your customers to feel, because colour and mood are very closely linked. As an example, it’s no coincidence that most popular airlines use bright or strong colours for their marketing, because who would want to fly with a carrier whose website and employees are allocated a grey colour scheme?

Learn more about the importance of colour to a UX, and about the UX as a whole, by visiting our own

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