Importance

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.^[1]

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.^[2]