Oftenly mistaken for a purely aesthetic element color has the most immediate and direct psychological impact on experiences.
It has the power to evoke emotions and empower the effectiveness of a product, but it also has the ability to ruin otherwise meticulously crafted user experiences. It often rules from the shadows, disguised as a purely aesthetic element and a mean of beautification.
Let’s see how to overtake control and strategically use color in digital product development. Product teams often fail to remember that color has an enormous impact on our response to visual stimulation during human-computer interaction. The most immediate and direct psychological effect on experiences is, of course - color. With its complexity and various levels of subconscious effects, it triggers an emotional response. Color doesn’t live in a vacuum, and we need to start considering it in the context of use. There are many aspects that we need to take into account: target audience and their potential visual impairments, cultural background and individual differences, previous experiences and memories, the physical environments of use and compliance with the brand.