The Context of Color

The idea is that lighter colors are easier to see than darker colors, likely because we connect light with daytime and dark with nighttime. This makes white feel more visible than black, and that visibility can influence how people behave.

People often link light with "good" behavior. For example, in one study, people who thought about doing something good felt the room was brighter. Another study found that people donated more money when they felt watched, like by an image of eyes. This suggests that people want others to notice their good actions.^[4]

On the other hand, darker colors, which feel less visible, might sometimes encourage "bad" behavior. For instance, research on aggression in sports shows that teams wearing black uniforms tend to get more penalties.

Designers can use this knowledge to guide user behavior:

• Use white backgrounds for charity websites. White makes donations feel more visible, leading to more contributions.
• Use darker backgrounds for beginner software. New users might prefer a dark interface where they feel less exposed and can make mistakes without feeling judged.
• Use dark themes for adult content. A dark interface can make users feel more private and less noticed.

While these associations between light and dark colors are rooted in human psychology, it’s important to remember that systemic racism has also reinforced certain biases. However, the concept of light vs. dark as it relates to visibility and behavior is more about natural associations than racial implications.

Research indicates that the weight of an object can affect how important we perceive the information associated with it. For instance, holding a heavier clipboard can make the information on it seem more significant than if the same information were presented on a lighter clipboard. This phenomenon is connected to the metaphorical link between physical weight and importance, which is common across many cultures.^[5]

Similarly, color can influence how "heavy" or important something appears. Psychologist Edward Bullough's early research on color perception showed that darker colors are perceived as heavier, while lighter colors seem lighter. For designers, this means using darker colors can make the content feel more critical or substantial, helping to guide users' attention and perception of importance.^[6]

Research shows that warm colors like red, orange, and yellow are seen as attractive, and there are a couple of reasons why. One idea is that this attraction comes from evolution. For example, some monkeys show red areas on their bodies to attract mates, which might explain why humans also find these colors appealing.^[7]

Another idea is that we link warm colors with feelings of comfort and closeness. When we were babies, we often felt warm when being held by our parents, creating a connection between warmth and positive emotions. Studies even show that people perceive others as friendlier when holding something warm, like a hot drink.^[8]

For designers, this means using warm colors can make apps and websites feel more inviting and help users feel connected, especially in social or dating apps.

Warm colors like red, orange, and yellow often appear to move closer to the viewer, creating a sense of depth. Artists have used this effect for centuries to bring certain elements in a painting to the foreground, making them appear more detailed. In contrast, cooler colors like blue and green tend to recede, making background elements seem farther away and less distinct.^[9]

In design, these color effects are used strategically. Warm colors grab attention and highlight details, making them ideal for focusing on specific aspects, like in product ads. Cool colors, however, create a calm and distant feel, making them better suited for backgrounds or broader, less detailed information. This balance between warm and cool colors helps guide the viewer's focus and enhances the overall visual experience.^[10]

Research shows a connection between colors and how we perceive time. When we think about distant events, we tend to imagine them with less color, often using greyscale tones. This happens because, like distant objects that appear less colorful due to atmospheric effects, distant events are also perceived as less vivid. In one study, people used more grey when coloring a future event. Additionally, black-and-white imagery can increase donations to distant fundraisers by matching the timeline with the perceived "distance" of color.

When designing ads, consider reducing color intensity for events that are far in the future to align with this perception. This approach can create a sense of congruence—harmony between two related elements—when the visual characteristics of an image, like its color intensity, match the temporal distance of an event.^[11]

Research shows that colors can significantly affect how we feel and behave. Warm colors like red and orange are known to boost our energy levels. They increase our heart rate and make us feel more alert, which is why these colors are often used in places where quick decisions are needed, like at checkout points. For instance, many stores use red to encourage faster purchases because it creates a sense of urgency.^[12]

On the other hand, cool colors like blue and green have a calming effect. These colors can slow down our heart rate and make us feel more relaxed. This is why blue is often used for loading screens—it helps make the wait feel shorter and less stressful.^[13]

Using blue in loading screens is an effective way to reduce user stress and create a more relaxed experience. Blue is widely recognized for its calming effects, as it has been shown to slow heart rates and reduce feelings of anxiety. This makes it an ideal color for situations that require patience, such as waiting during loading screens. By incorporating blue, designers can help users feel more at ease and minimize the frustration that often accompanies waiting.

In general, cool colors like blue, green, and purple are known for their ability to create calm and soothing environments. These colors are often used in settings where relaxation and concentration are key, such as in healthcare environments, bedrooms, and workspaces.^[14]

Research has shown that color preferences can vary between men and women in British and Chinese subjects. While they found some trends—such as women tending to prefer warmer colors and men leaning towards cooler ones—these preferences are not fixed by gender.^[15] Instead, they are heavily influenced by cultural and societal factors. For example, the association of pink with girls and blue with boys became popular in the 1940s due to deliberate marketing efforts, rather than any inherent biological preferences. Over time, these colors became culturally linked to gender, reinforcing the bias.

However, color preferences are more complex and influenced by factors such as cultural background, personal experiences, and societal norms. For instance, Chinese men in the same study showed a preference for red due to its cultural significance, not gender. This highlights that color choices are shaped by a mix of cultural influences and individual experiences, not just gender. As awareness grows, some companies are moving away from traditional color associations, recognizing the diversity of consumer preferences.