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Research StudentFullName Unit6

The document discusses how color psychology impacts human emotions and behavior and how it can be applied in UX design. It covers topics like how different colors can influence moods, memory, behaviors, and preferences according to factors like age, gender, and culture. It also provides guidelines on using saturation, brightness, and color contrast to improve accessibility and usability.

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Soumyanil Babi
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11 views

Research StudentFullName Unit6

The document discusses how color psychology impacts human emotions and behavior and how it can be applied in UX design. It covers topics like how different colors can influence moods, memory, behaviors, and preferences according to factors like age, gender, and culture. It also provides guidelines on using saturation, brightness, and color contrast to improve accessibility and usability.

Uploaded by

Soumyanil Babi
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Psychological impact of colours on human

emotions and behaviour


• Emotional Influence of Colours: Colours have a substantial influence on human
emotions. As a case in point, blue and green colours are considered to be
soothing and revitalizing. Therefore, the bedroom and workspaces are the
recommended spaces to enhance productivity and create calm. (The impact of
color psychology on ux/ui design, n.d.)

• Memory and Colour: Colour is the very feature that attracts our attention when
we look at something familiar. This plays a significant role in branding and UX
design where colour is used to create a vivid image in the user's mind. (Color
psychology in UX, n.d.)

• Behavioural Responses to Colour: Shades can be correlated with specific


reactions. On the other hand, red can increase heart rate and create a sense of
urgency so it is a good colour for ‘SALE’ signs and Call-To-Action buttons. (Color
psychology in UX, n.d.)

• Age-Related Colour Preferences: People usually alter their colour preferences in


the course of their life. Kids could like the bright and vivid colours such as yellow
but adults might opt for the darker shades. The processes of the conversion of
the colours to those of the wavelengths shorter (blue, green, violet) are to be
taken into account while designing. (The impact of color psychology on ux/ui
design, n.d.)

• Gender Differences in Colour Perception: According to the research, men, and


women may see different colours which make their colour preferences even
further different. An example of this would be men wearing bolder and more
contrasting colours and women preferring subdued or muted colours. (The
impact of color psychology on ux/ui design, n.d.)

• Cultural Connotations of Colours: The use of colour and the meaning of colours is
also largely dependent on different cultures. This results in a uniqueness of user
experience and design interaction. As an illustration, the white colour stands for
purity in some European and American cultures while it is equivalent to grief in
some Asian cultures. (Color psychology in UX, n.d.)

• Conversion Rates and Colour: The decision of the colour for buttons, CTA, can
strikingly alter the conversion rate for a user. For instance, in an A/B test, the
colour of the button would be studied and found to influence conversions in a big
way. (Color psychology in UX, n.d.)

• Testing Colour Choices with Users: Real people should test the colour options in
order to find out, to what extent their perception and preferences will affect the
final decision. This technique helps in shaping the design so that it can improve
user experience and engagement. (Color psychology in UX, n.d.)

• Use of Saturation and Brightness: Knowledge of saturation and brightness of


colours enable designers to create interesting and attractive designs. Bold
colours with high saturation can be excellent for making something stand out
and the transition of colours with different degrees of brightness helps to add
depth and contrast to the designs. (The impact of color psychology on ux/ui
design, n.d.)

• The 60-30-10 Rule: This is a colour composition rule. It states that for a
document to be well designed, 60% of the space needs to be filled with the
dominant colour, 30% of the space needs to be filled with the secondary colour
and the rest 10% of the space needs to be filled with the accent colour. (The
impact of color psychology on ux/ui design, n.d.)
WCAG Guidelines for Colour Contrast

• Minimum Contrast Ratios: WCAG guidelines suggest that the text should have a
minimum contrast ratio of 4.5:1 for the normal text and 3:1 for the large text to
make the text readable against its background for people with visual difficulties.
• Non-Text Contrast: UI components and graphical objects call for a minimum
contrast ratio of 3:1 concerning adjacent colours, to achieve usability and
accessibility. (WCAG, n.d.)
• Enhanced Contrast for Better Accessibility: Applying a higher contrast ratio like
7:1 for normal text may assist people with severe visual impairment in making
content more readable and interactive components more discernible.
• Consistency in Colour Usage: It is essential to maintain consistency in the
application of colour in design projects, therefore. Doing this involves ensuring
that the contrast ratio is maintained for all types of web content continually to
meet accessibility standards. (WCAG, n.d.)
• Testing for Compliance: Routinely conducting a testing procedure using the tools
and guidelines prescribed by WCAG is vital to designers in verifying that
appropriate contrast is met. This process consists of assessing colour schemes
against the WCAG criterion to be certain that all users can access and
communicate with content comfortably. (WCAG, n.d.)
References
Color psychology in UX. (n.d.). Retrieved from Uxdesign.cc: https://bootcamp.uxdesign.cc/color-
psychology-in-ux-b371fde795d3

The impact of color psychology on ux/ui design. (n.d.). Retrieved from uxdesign.cc:
https://bootcamp.uxdesign.cc/the-impact-of-color-psychology-on-ux-ui-design-
24d0282138fe

WCAG. (n.d.). Retrieved from W3.org:


https://www.w3.org/WAI/WCAG22/quickref/?versions=2.1#distinguishable

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