Color is a powerful tool people use to communicate, stimulate action, influence mood or even change behavior. Some color associations are universal. However, people can react differently to colors due to their memories, culture, and current environment.

New designers may mistakenly believe that color only has a decorative function. In reality, color is one of the most critical elements of branding.

Here are some of the impacts color has on design:

• Showcase a product's personality
• Convey messages
• Influence user behavior
• Influence users' emotions
• Draw users' attention to certain elements

Understanding color theory is crucial for building any UX designer's skill set. This knowledge helps you create color palettes that work well for the product you are making.