Fergus Ward

Colour psychology is one the most important components of design in my opinion. Creating designs that achieve a desired object can always be influence by the choice of colour and shade. A certain hue or saturation change can completely alter the perception of a viewer. According to Bags & Bows 85% of consumers report that poor is the primary factor the selecting a product to purchase. Colour can convey a number of different emotions and actions in design. Colour is also individually interpreted, for example red might mean something completely different to the next person.

A study team as KISSmetriics beloved that these colours can have particular affects on viewers.

Red: increase the heart rate and can rate and sense of urgency, often being associated with sales.

Blue: creates the sensation of trust and security, often associated with banks.

Green: Often associated with wealth, easiest colour of the human eye to process.

It’s interesting to see how shades can have an influence over a consumer as well. KISS also discovered that men prefer brighter colours and are able to process them at a quicker rate where as women on average prefer softer less intrusive shades, similar to that of a pastel.

There are few things in design that are more subjective, or important. Colour can evoke reaction in one person in evoke the complete opposite reaction in somebody else. Its completely individual. This can be placed down to culture, prior associate or even just personal preference. A hue that is happy and uplifting in one culture can depressing and negative in another.

Design Fundamentals: Notes on Colour Theory

Written by Rose Gonnella and Illustrated by Max Friedman