When coming up with a new digital solution (desktop, mobile, app, whatever it may be) or any design concept,

Due to the Halo Effect — our tendency to make rapid judgements about someone or something just by our first impression, even if biased — , when a user first faces a digital solution, they’ll immediately judge it by what they first see, and if the colour isn't appealing to them they’ll create a negative perception, which might not even be purposely made, which will impact their relation and interaction with it.

The User’s perception of colour

When deciding on what colours to use, it’s imperial to understand who the user is: who are the type of people and target audience that will interact with your design?

Age and Gender

Knowing your user is important because people favour colours differently, not only due to personal preference but also because of inherent characteristics like age and gender. Per example, different genders prefer different colours, and the same goes with different age groups — what is more appealing to young people will not be the same as with older generations.

Culture

The same thing can be perceived differently in various countries and this is due to the fact that things (colours, icons, images, …) have dissimilar meanings interculturally.

Accessibility

While making a product, choosing pretty colours that look good is always important, but you have to keep in mind that not everyone sees colour the same way. There are people with vision problems such as colour blindness (of different types) that don’t see the same way.

Making websites accessible is crucially indispensable to reaching a wider audience and also to not deprive people of using products, because of their impairments.

Colour Contrast

This aspect plays a big part in the importance of accessibility when it comes to choosing colours. One of the biggest imparities of being colour blind makes colours of low contrast blend together, making it hard to distinguish elements.

Per example, if a button with text has low contrast it might be illegible or if an icon has low contrast with a background it might not be seen by the user.

Colour Association

For people who see colours regularly, it’s easier to associate red to error and green to valid. However, for people who don’t see colours the same way, it’s harder to make this association.

To solve this issue there are two solutions:

• Labels — using text to label any colour coded messages is a way to fix this problem so that people know exactly what they’re seeing or what the website is telling them.

• Icons — icons are also a good way to talk to the users because of their meanings that are understood the same way, despite their colour.

Consistency

A colour palette in a website should be chosen not only for its appeal but also because of things like brand association and what voice you want the design to have.

Throughout the decision process of design, and in a digital solution nonetheless, it’s important to be coherent and consistent with the colours that are used for buttons, call to actions, icons, abled and disabled actions. This way, by using the same colour patterns, the user is engaged and doesn't get lost.

Colour Meanings

One thing that plays a large roll on how people perceive things (when it comes to colour) is the meaning that each colour has and the emotions that they evoke. Emotions and colour are deeply psychologically linked.

Each colour induces a different feeling:

• Red — Excitement, energy, passion, power, danger;

• Blue — Tranquility, harmony, unity, trust, truth, confidence, security, loyalty;

• Green — nature, healthy, good luck, renewal, youth, spring, generosity, jealousy;

• Yellow — joy, happiness, optimism, imagination, hope, sunshine, summer, gold, philosophy, cowardice and friendship;

• Pink — love and romance, caring, tenderness, acceptance, calm;

• Purple — Royalty, nobility, spirituality, mystery, wisdom, cruelty, honour, arrogance;

• Black — Power, sophistication, formality, elegance, wealth, mystery, fear, evil, depth, style, sadness, anonymity, mourning, death (Western cultures);

• White — purity, birth, simplicity, peace, innocence, youth, winter, good, marriage (Western cultures), death (Eastern cultures), clinical.

當提出新的數字解決方案(臺式機，移動設備，應用程序，無論可能是什么)或任何設計概念時，

由于光環效應 -我們的傾向，使對某人，只是我們的第一印象的東西Swift的判斷，即使偏置- ，當用戶第一次面臨著數字化解決方案，他們會立即被他們首先看到的評判它，而如果顏色對他們沒有吸引力，他們會產生負面的看法 ，甚至可能不是故意制造的，這會影響他們的關系和互動。

用戶對顏色的感知

在決定使用哪種顏色時， 了解用戶是至關重要的 ：誰是將與您的設計交互的人群類型和目標受眾？

年齡與性別

了解您的用戶很重要，因為人們偏愛不同的顏色，這不僅是由于個人喜好，而且還因為年齡和性別等固有特征 。 例如， 不同的性別喜歡不同的顏色，不同的年齡段也是如此-年輕人更具吸引力的地方將不同于老年人。

文化

在不同的國家，同一事物的理解可能有所不同，這是由于以下事實：事物(顏色，圖標，圖像等)在跨文化意義上具有不同的含義 。

輔助功能

在制作產品時，選擇看起來不錯的漂亮色彩始終很重要， 但是必須記住， 并不是每個人都能以相同的方式看到色彩 。 有些人的視力問題(例如色盲)(不同類型)會以不同的方式出現。

要使網站更易于訪問對于更廣泛的受眾至關重要，并且因為存在障礙，因此不能剝奪人們使用產品的能力。

色彩對比

在選擇顏色時， 這方面對可訪問性的重要性起著很大的作用 。 色盲的最大缺點之一是使低對比度的顏色融合在一起，從而使元素難以區分 。

例如， 如果帶有文本的按鈕對比度較低，則可能難以辨認，或者如果圖標與背景的對比度較低，則用戶可能看不到它。

顏色協會

對于經常看到顏色的人來說，將紅色與錯誤相關聯，將綠色與有效相關聯會比較容易。 但是，對于那些看不見顏色的人來說，建立這種關聯變得更加困難。

要解決此問題，有兩種解決方案：

• 標簽 -使用文本為所有帶有顏色編碼的郵件添加標簽是解決此問題的一種方法，從而使人們可以準確地知道他們所看到的內容或網站在告訴他們什么。

• 圖標 -圖標也是一種與用戶交談的好方法，因為盡管顏色，但它們的含義可以用相同的方式理解。

一致性

網站的調色板不僅要選擇其吸引力 ，還應考慮品牌聯想和您希望設計具有什么樣的聲音等因素。

在整個設計決策過程中，以及在數字解決方案中， 保持連貫一致是很重要的 以及用于按鈕，號召性用語，圖標，已啟用和已禁用操作的顏色。 這樣，通過使用相同的顏色模式，用戶可以參與并且不會迷路。

顏色含義

影響人們對事物的看法(涉及顏色)的一件事是每種顏色所具有的意義以及他們所喚起的情感 。 情緒和膚色在心理上有著深遠的聯系。

每種顏色都會產生不同的感覺：

• 紅色 -興奮，活力，激情，力量，危險；

• 藍色 -寧靜，和諧，團結，信任，真相，信心，安全，忠誠；

• 綠色 -自然，健康，好運，更新，青春，春天，慷慨，嫉妒；

• 黃色 -喜悅，幸福，樂觀，想象力，希望，陽光，夏天，金色，哲學，怯ward和友誼；

• 粉紅 -愛與浪漫，關懷，溫柔，接納，沉著；

• 紫色 -皇室，貴族，靈性，神秘，智慧，殘酷，榮譽，傲慢；

• 黑色 -力量，老練，形式，優雅，財富，神秘，恐懼，邪惡，深度，風格，悲傷，匿名，哀悼，死亡(西方文化)；

• 白色 -純度，出生，簡單，和平，純真，青春，冬天，美好，婚姻(西方文化)，死亡(東方文化)，臨床。

Overall, choosing colours in design is always essential. And when making a design with a user in mind you should take into consideration a lot more things than just its visual appeal. Different users will always have a different background and characteristics that impact their relationship with this key characteristic.

總體而言，在設計中選擇顏色始終至關重要。 而且，在設計時要考慮到用戶，您應該考慮的不僅是外觀上的吸引力。 不同的用戶將始終具有不同的背景和特征，從而影響他們與此關鍵特征的關系。

補充閱讀 (Complementary reading)

• The Role of Color in UX;

  顏色在UX中的作用 ;

• How Color Impacts UX;

  顏色如何影響UX ;

• Color Theory: Brief Guide For Designers;

  色彩理論：設計師簡要指南 ；

• Colors and emotions: how colors make you feel;

  顏色和情感：顏色如何使您有感覺 ；

• Impact of color on design;

  顏色對設計的影響 ;

• Why Color Matters.

  為什么顏色很重要 。