The Psychology of Colour in Design

We all know that colours can make something look nice, but there’s a lot more going on beneath the surface. Colour psychology is the study of how colours affect human emotions, behaviours and decision-making. Different colours can trigger different feelings, reactions and associations, often without us even realising it. This can shape the way we respond to things like products, brands or websites.

In design, colour isn’t just about making things look pretty, it’s a key part of communication. The colours you choose can say a lot about a brand’s personality, influence how users interact with a website, or even make someone more likely to click ‘buy now’. Whether you’re designing a logo, an app, or a marketing campaign, understanding how colour works on a psychological level can make your designs much more effective.

Why Colour Psychology Matters

When someone sees a design for the first time, they make a snap judgement, usually in a matter of seconds. In fact, up to 90% of that first impression is based purely on colour (Pratt, 2023). That means it’s often colour that decides whether someone keeps engaging or moves on.

Colour plays a huge role in how we perceive things. It can build trust, signal emotion, and help us remember a brand. According to Crown Paints Colour Insights UK (2024), 78% of people said that colour was the number one reason they chose one product over another when everything else was similar. That’s a big deal, especially when you’re trying to stand out in a crowded market.

What Colours Make Us Feel

Colours aren’t just visual, they’re emotional. Each colour tends to trigger certain feelings or ideas. Of course, context and culture matter too, but here are some general patterns:

Red – energy, urgency, excitement, passion. It’s bold and attention-grabbing, which is why it’s often used in sales banners or food branding.
Blue – trust, calm, professionalism. You’ll see this everywhere from banks to tech companies.
Green – growth, balance, health. It works well for eco brands, wellness spaces, and anything nature-related.
Yellow – happiness, warmth, optimism. Great for catching attention, but can become overpowering if overdone.
Purple – creativity, luxury, mystery. Often used in beauty, fashion, or premium services.
Black – sophistication, power, modernity. Great for minimalist designs or luxury branding.
White – simplicity, clarity, cleanliness. It gives breathing room and helps other colours stand out.

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While these associations are helpful, it’s also important to think about your specific audience, what works for one demographic might not work for another.

Colour and Brand Identity

For brands, colour is a major part of identity. It’s one of the first things people remember, and it can shape the entire tone of how the brand is perceived. Think about Coca-Cola’s red, or Spotify’s vibrant green, they’ve made those colours part of who they are.

The Design Metrics Report (2023) found that using a consistent colour palette across your branding can boost brand recognition by 33%. That’s because our brains like patterns, when we see the same colour used consistently, it builds familiarity and trust.

It’s also worth knowing that colours can influence how people feel about a brand. A recent study by Lee and Hall (2023) showed that blue and green are generally linked with trust, while red and orange come across as more bold or energetic. So if you want your brand to feel calming and reliable, a bright red might send the wrong message.

Using Colour in Web and App Design

Colour doesn’t just affect how things look, it guides how people use them. In websites and apps, colour is key to helping people navigate and take action.

For example, the colour of a ‘buy now’ or ‘sign up’ button can make a big difference. A/B testing from Digital UX Lab (2024) showed that even changing a button from green to red changed how many people clicked it, but it wasn’t the same across the board. In some cases, red worked better, while in others, green felt more inviting. This shows that context and audience always matter.

You also need to think about readability and contrast. If your background and text are too close in colour, it becomes hard to read. That’s why high contrast — like black text on a white background — is often the safest bet.

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Accessibility and Inclusivity

Colour choices can’t just be about aesthetics or emotion, they also need to work for everyone. Around 4.5% of people in the UK live with colour blindness, most commonly red-green colour vision deficiency (Vision Research UK, 2023).

That means if your design relies solely on colour to convey information, for example, using red for "bad" and green for "good" without labels or icons, you might be leaving some people out.

To make designs more inclusive, try:

Using text labels alongside colours
Choosing colour combinations with strong contrast
Avoiding relying only on colour to show meaning

There are also online tools that let you check how your designs look to someone with colour blindness, definitely worth using before you launch something.

Colour in a Global Context

It’s easy to forget that colours can mean different things in different parts of the world. For example, white might feel clean and fresh in the UK, but in parts of East Asia, it’s traditionally worn at funerals. Red, which can feel urgent or dangerous here, is a lucky colour in Chinese culture.

If you’re designing for a global audience, it’s worth doing a bit of research to make sure your colour choices aren’t sending the wrong message.

Quick Tips for Designers

Here’s how to start using colour psychology more intentionally in your own design work:

Think about emotion first – What feeling do you want people to have when they see your design?
Match the colour to the message – Don’t pick something just because it looks trendy.
Keep it simple – A limited palette with a few strong accent colours is usually more effective than lots of clashing shades.
Test and tweak – What works for one group might not work for another. Gather feedback and iterate.
Design for everyone – Make sure your colours are readable, accessible, and inclusive.

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Conclusion

Colour is more than just decoration, it’s a powerful part of how people experience your design. The right colours can guide actions, build trust, and create emotional impact. By understanding colour psychology and thinking carefully about how you use it, you can make your designs not just more beautiful, but more effective too.

Need a hand with choosing your brand colours? Book a meeting with our knowledgeable team today.

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