Color is a visual perception the eye experiences when different wavelengths of light interact with it, specifically the retina’s cone cells, sensitive to light ranges. UX (user experience) designers use color strategically to shape how users perceive, navigate, and interact with digital products and enhance usability and engagement.
Enjoy some surprising insights as you grasp a firm hold of the power of color and what it can do for your designs, in this video with Arielle Eckstut: Author, Agent-at-large at the Levine Greenberg Rostan Literary Agency, and Co-Founder of The Book Doctors and LittleMissMatched.
With the “rise of the screen” in the Information Age or Digital Age, color in UX design translates to a different level from its place in printed materials such as advertising media. It functions as a sophisticated design language that communicates information, guides behavior, and creates meaningful user experiences through UIs (user interfaces). While traditional art theory views color primarily through artistic expression, UX design treats color as a functional element. With it—or, rather, through it—designers serve user needs, support accessibility requirements, and achieve specific interaction goals.
At its core, color UX design is about the strategic application of color theory. UX and UI designers in particular must understand the theory of color—including the color wheel—to be able to design effectively. They must also appreciate and accommodate the limitations of the human eye, including how they accommodate users with disabilities. Designers learn how to leverage color theory in UX design to apply hues, saturation, brightness, and contrast to create interfaces that are visually appealing, intuitive, and accessible. This approach recognizes the fact that color perception varies significantly among users; factors including cultural background, visual abilities, and personal preferences influence UX design colors significantly.
The primary colors are blue, red, and yellow; the secondary colors include orange, green, and purple; and the full color wheel, with 12 colors, includes finer “variations” such as red-orange and yellow-orange.
© Interaction Design Foundation, CC BY-SA 4.0
More specifically, color psychology in UI/UX design captures how crucial a role colors play in UX and UI design decisions. Research suggests that colors trigger specific emotional and physiological responses that can influence user behavior. For example, in the West, red typically signals urgency or error states, blue conveys trust and reliability, green indicates success or positive actions, and yellow draws attention or suggests caution. However, experienced UX designers understand that color psychology provides general guidelines rather than universal rules about UI/UX design colors, as cultural contexts and personal associations can override traditional color meanings.
Modern UX design for color also incorporates a scientific understanding of human visual perception. The human eye processes colors through complex interactions between light wavelengths and specialized photoreceptors. It’s a biological foundation that explains why certain color combinations create visual tension while others feel harmonious—and why some users experience difficulty distinguishing between specific color pairs.
Explore how to use the psychology of color as a powerful driver in your design decisions, in this video with Arielle Eckstut and Joann Eckstut: Color Consultant, Founder of The Roomworks, and 1 of the 12 designers chosen by the Color Association of the USA to create the yearly forecast used by industries to keep up with color trends.
Color serves multiple critical functions in user experience design, a fact that makes it an indispensable tool for creating effective digital products that stand out for the right reasons. Designers who understand these functions can leverage color strategically rather than decoratively, especially in the following areas.
Color helps establish visual hierarchies that guide users through complex information structures. Users find information faster on websites that effectively use color contrasts. Primary navigation elements often use distinct colors to differentiate them from secondary content, while breadcrumb trails and section dividers employ subtle color variations to maintain orientation without making the interface overwhelming for users.
Effective color UX design helps users understand their current location within a system and identify available pathways forward. E-commerce sites frequently use color coding to distinguish product categories. Meanwhile, software applications employ color-coded tabs and buttons to organize complex feature sets into manageable visual groups—in both cases offering users great convenience, at a glance.
Amazon’s colors offer helpful guidance with, for example, its golden Call-to-action buttons such as “Sign In” and “Join Prime.”
© Amazon, Fair use
Color provides immediate feedback about system states and user actions. For example, form validation relies heavily on color coding:
Red borders indicate errors.
Green checkmarks confirm successful entries.
Yellow highlights draw attention to warnings.
Imagine users filling out a form—especially a longer, governmental-type one—where they couldn’t proceed to the next screen because of some (mysterious) error. How long would it take them to find where they might have made a mistake or omitted a field without color to guide them? Loading states, progress indicators, and completion confirmations all depend on color to communicate status in tandem with other means such as well-considered micro-copy.
Interactive elements use color changes to provide real-time feedback—green for success and red for failure. Hover states, active selections, and disabled buttons all communicate their current status through color variations, such as a greyed-out field when users don’t need to fill it out. This visual feedback creates responsive interfaces that feel alive and reactive to user input.
Color establishes brand identity and creates emotional associations that influence user trust and engagement. Consistent color application across touchpoints builds recognition and reinforces brand values in users’ minds. For example, Netflix’s distinctive red creates excitement and entertainment associations, while LinkedIn’s professional blue conveys career-focused networking. UX and UI designers need to know there’s a “time and place” for certain colors—as in, which colors suit which industries as a general guideline. To help users while staying true to their brands, they must follow brand guidelines to balance these considerations while maintaining consistency with brand identity and design system requirements.
Netflix’s signature red buttons and logo underline the excitement of a brand delivering entertainment to countless viewers around the world.
© Netflix, Fair use
For color psychology, UX designers understand its value for guiding user interactions and showcasing their brands at their best, but how important is color to users? Color can, in many contexts, play a major role in how users quickly judge credibility, quality, and relevance. Designers therefore need to ensure color choices align with intended brand perceptions and user expectations every time and everywhere users encounter their brand.
It’s impossible to overstate how color has significant impacts on accessibility—the practice of accommodating users with disabilities. Designers must make digital products usable for people with diverse visual abilities, and it’s a common issue for designers to accommodate properly. Approximately 8% of men and 0.5% of women experience some form of color vision deficiency, while other users may have reduced contrast sensitivity or complete lack of vision. When designers create digital products with color accessibility in mind (and check for visual accessibility issues with, for example, a contrast checker) they can ensure broader usability and often improve the experience for all users.
Discover how to accommodate users with visual disabilities—and all users in the process—in our video about color blindness.
Strategic color use reduces cognitive load since designers apply visual patterns that users can quickly recognize and process. Color-coded categories, status indicators, and functional elements allow users to scan interfaces efficiently without reading every text label. This efficiency becomes particularly important when designers need to create data-heavy applications and mobile interfaces where screen space is limited—the colors quickly “tell” the user what’s going on and what they need to do.
Google Maps considers cognitive load with appropriate colors that show where roads are more and less congested and many other handy features.
© Google, Fair use
To practice effective color UX design particularly well, take a systematic approach that balances aesthetic goals—including your brand guidelines—with functional requirements. The following strategies can help you create and apply color schemes that serve user needs while supporting business objectives.
Before selecting colors or applying brand ones, understand your target users’ needs, preferences, and constraints. Conduct user research thoroughly so you can uncover cultural color associations, accessibility requirements, and environmental factors that influence color perception. For example, B2B software users may prefer subdued, professional color palettes, while gaming applications might benefit from vibrant, high-energy schemes. Match your palette to the purpose.
Explore how to lay the best foundation for your design choices on effective user research, in this video with William Hudson: User Experience Strategist and Founder of Syntagm Ltd.
Conduct context analysis to examine how and where users will interact with the product. Remember the point about how accessible designs can help everyone? Mobile apps used outdoors require higher contrast ratios to maintain readability in bright sunlight. Meanwhile, desktop applications used in office environments can employ more subtle color distinctions.
Discover how, when you know in what contexts users encounter and use your design solution, you can tailor it to exactly what they need—and want—in this video with Alan Dix: Author of the bestselling book “Human-Computer Interaction” and Director of the Computational Foundry at Swansea University.
Professional UX design relies on systematic color approaches rather than ad-hoc selections. Unless you’re in a startup that has just “begun,” chances are you will have brand guidelines regarding how to present the organization consistently, including the colors you pick from a dedicated UX color palette.
A well-designed color system includes primary colors for key actions and brand elements, secondary colors for supporting information, neutral colors for backgrounds and text, and semantic colors for status messages and feedback.
Visual consistency is the primary contributor to a polished look, as you can see in successful applications like Spotify. Color systems serve as vital foundations—they ensure consistency across different screens, states, and team members while providing flexibility for future expansion.
Spotify leverages neat consistency and color choices that inspire confidence, such as a trustworthy gradient for the “Sign up free” section, among other effective UI design elements.
© Spotify, Fair use
Color harmony creates sets of colors that work well together, and common approaches include:
Analogous colors (adjacent on the color wheel) for subtle variations.
For example, yellow-green, yellow, and yellow-orange work analogously.
© Interaction Design Foundation, CC BY-SA 4.0
Complementary colors (opposite on the color wheel) for high contrast.
Complementary color choices such as yellow and purple can captivate users’ eyes.
© Interaction Design Foundation, CC BY-SA 4.0
Triadic colors for vibrant yet balanced schemes.
Three choices evenly spaced around the wheel can be red, yellow, and blue; green, orange, and purple; yellow-green, blue-violet, and red-orange; and yellow-orange, red-violet, and blue-green.
© Interaction Design Foundation, CC BY-SA 4.0
Designers must adapt traditional color theory to digital contexts, as screen-based colors behave differently from ones used for printed materials. Another major reason is that user interface requirements often override pure aesthetic considerations. It’s design, not art—the goal is to create functional harmony that supports user tasks rather than merely give users pleasing compositions to look at.
Check the current accessibility conventions—such as WCAG (Web Content Accessibility Guidelines). For example, level AA requires a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text, but it’s important to stay current with the guidelines and what your industry calls for. When your designs meet these standards, you ensure readability for users with visual disabilities while improving clarity for all users, such as those outside on a sunny day.
Another ratio is the 60-30-10 rule. It’s a helpful guide, where 60% of a given screen is in the primary color, 30% in the secondary, and 10% in an accent color. This ratio helps elements stand out to users’ eyes with color choices and color spaces that work well for them.
© Interaction Design Foundation, CC BY-SA 4.0
Color accessibility extends beyond contrast ratios. Don’t use color as the only visual means of conveying information, action, or the like. For essential information to remain accessible, you’ll want to convey it through additional visual cues like icons, patterns, or typography variations.
Color Tools and Resources for UX Designers
Contrast Checking Tools
Contrast checkers help designers verify that color combinations meet WCAG accessibility standards—something to integrate into the design workflow rather than use as an afterthought.
Color Palette Generators
Tools like accessible color palette generators help designers create cohesive color schemes that meet accessibility requirements from the start. These tools often provide multiple variations and automatically calculate contrast ratios, helping save designers from having to undo mistakes later.
Color Blindness Simulators
Simulators help designers understand how their color choices appear to users with different types of color vision deficiency—the most common being red-green color blindness. Regular testing with these tools prevents accessibility issues and often reveals opportunities for improved clarity that can help all users.
Color appearance can—and will—vary significantly across devices, lighting conditions, and individual perception. Conduct regular testing with target users to reveal issues that automated tools might miss. Usability testing should include participants with various visual abilities and different device types to ensure broad accessibility—specialist agencies can help to test designs with users with disabilities and those who may use assistive technology.
Let Arielle and Joann Eckstut help you find excellent color choices, in this video.
Color consistency builds user confidence and reduces learning curves, so—if the brand guidelines don’t already state them—establish clear rules for when and how to use each color in your palette. For example, primary buttons should always use the same color family, error messages should follow consistent color coding, and navigation elements should maintain visual coherence across different sections.
While color is powerful, it should enhance rather than substitute for clear information architecture, intuitive navigation, and readable typography. Well-designed interfaces remain functional when users view them in grayscale—color is supposed to add an additional layer of clarity and polish.
Remember, color symbolism varies significantly across cultures and contexts. Red signals danger—and, indeed, passion—in many Western contexts but represents luck and prosperity in Chinese culture, for example. Healthcare applications might avoid red due to its association with medical emergencies, while financial applications might embrace green for its connection to money and growth.
Discover how to design with culture in mind, in this video with Alan Dix.
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Mobile devices, desktop monitors, and large displays all render colors differently. High-end smartphones might display vibrant, saturated colors beautifully, but what about older devices or budget models (which many users might rely on)? The latter screen types might show significant color shifts, so be sure to design or apply color palettes that remain functional across this spectrum of display capabilities.
Successful products evolve over time, and call for color systems that can accommodate new features, platforms, and use cases. Build color palettes with sufficient variations to handle expanded functionality while maintaining visual coherence. Many design systems include 5-10 shades of each primary color to provide flexibility for different contexts and emphasis levels. Check your brand guidelines to see what the official word is on color systems so you can do right by your users and your brand.
First and foremost, color depends on the beholder—the cones in a person’s retina decide how they perceive red, blue, yellow, green, and so on. The colors perceived from an object result from the wavelengths of light that the object’s surface reflects (or sometimes emits), or that are distorted by some medium between it and the human observer.
A fundamental tool in art and design since humans first put paint to rock millennia ago, color has served as both a visual element and a communication medium, often for aesthetic purposes. With the advent of graphic design in the early twentieth century, color began to signal more purpose than aesthetics—hence the difference between art and design. On billboards, posters, and other printed media, graphic designers applied color alongside other design principles to establish visual hierarchy, convey meaning, guide user attention, and create emotional connections in advertisements, safety announcements, and more.
Given its properties, color can exist in a strange kind of twilight area between what humans think it is as it seems to emanate from countless objects surrounding them every day, and what it truly is as more of a phenomenon of perception. The emotional links people have formed with colors and the ways they respond to what colors appear to them mirror the intricacies of the natural world—many facets of human life are inextricably bound to the wavelengths of light, or those subtle differences in hues, shades, and tints, that reach billions of eyeballs in countless moments every day.
Discover some fascinating properties of color to appreciate how to use it more effectively in design solutions, in this video with Joann Eckstut.
In addition to color-blindness and cultural accommodations, here are key areas to watch out for when choosing and implementing colors in UX design.
Colors trigger emotional responses that can significantly impact user behavior and product perception. While these effects are ones you can leverage positively, they can also create unintended negative associations. Overuse of red might create anxiety—you might think of being in a red room with red furniture for an extended period, for example—while excessive bright colors can cause eye strain during extended use.
Complex color implementations can have impacts on loading times and performance, particularly on mobile devices or slower internet connections. On very low-end or older devices, gradients and shadows may increase rendering complexity slightly, but most modern platforms handle them efficiently. So, if you can “get away with” simpler, cleaner looks, why not do it?
Color choices must align with existing brand guidelines while avoiding trademark conflicts with competitors, so be sure to research if that unique shade of red and that unique tint of yellow, for example, aren’t “taken” by someone else. Some industries have established color conventions that users expect—medical applications often use blues and whites, while financial applications frequently employ blues and greens.
Overall, color in UX design can often seem oversimplified as a matter of taste, aesthetics, and putting unique variations on conventions, but it represents a sophisticated discipline that balances aesthetic appeal with functional requirements, accessibility needs, and user psychology. Successful color UX design demands systematic approaches, user-centered thinking, and continuous testing to create interfaces that are both beautiful and usable.
As digital products become increasingly sophisticated—if not more complex—and user expectations continue rising, mastery of color principles remains a critical consideration for designers. The most effective approaches combine a scientific understanding of perception and accessibility with creative problem-solving and user empathy—and, of course, a good eye for visual design.
The “trick” with color use in UX design is to treat it as a powerful communication tool rather than just decorative “icing on the cake.” Visual designers—including UI and UX designers—create digital experiences that are visually compelling, indeed, but they also need to be inclusive, intuitive, and engaging for diverse user communities. The investment in thoughtful color design pays massive dividends through improved usability, stronger brand recognition, and more successful products that truly serve their intended users. And a good-looking digital product that holds up under extensive testing and proves how its accessibility and usability match its surface desirability is worth its weight in gold—or, in keeping with how light and colors behave, at least will be on the same wavelength as what its users deem valuable.
To learn how to color your users’ world when they encounter your digital products and more, take our course Visual Design: The Ultimate Guide.
Enjoy our Master Class How To Use Color Theory To Enhance Your Designs with color experts Arielle Eckstut and Joann Eckstut.
Explore a wealth of helpful insights in the NN/g article Using Color to Enhance Your Design.
Find additional points to help guide your color-related design decisions in the UX Collective Article The power of colour in UX.
Discover further helpful insights in Toptal’s The Role of Color in UX.
Use WebAIM’s Contrast Checker to help your designs pass with flying colors.
Begin by identifying your product's purpose, brand personality, and target audience. Use color psychology to align with users' expectations—blue builds trust, green signals growth, and red draws attention. Use good tools to explore palettes—and always test your choices on real interfaces to assess readability, contrast, and emotional tone.
Actionable insight: Depending on your brand guidelines, consider choosing a primary color for dominant actions, a secondary for highlights, and neutrals for backgrounds. Make sure the colors you pick and apply support clarity and consistency across all screens.
Get right into the groove of UX/UI color use in our article UI Color Palette 2025: Best Practices, Tips, and Tricks for Designers.
Color influences how users feel and act—in a big way. Red tends to trigger urgency, which works for alerts or sales. Blue calms and builds trust—ideal for financial or healthcare products. Yellow adds energy (think of the Sun), while green often signals success or eco-friendliness.
For no small reason, colors boost brand recognition. Always use emotion-driven color choices for calls to action and feedback messages. And be sure to align color with your brand's tone, user intent (to guide behavior naturally), and—vitally important, too—your users' culture.
Explore our article's points about how to Use Color to Prevent Confusion and Help Your Users.
Limit your UX/UI design color palette to 3–5 core colors to keep the UI clean and intuitive. Include a primary color for key actions, a secondary for highlights, and a range of neutrals for structure. Additional accent colors can support notifications or data visualizations.
Actionable insight: Stick to a functional role for each color to keep users from getting confused—too many colors dilute your visual hierarchy and increase cognitive load, so do right by your users and stick to effective and considerate visual design.
For example, Airbnb uses a limited palette—mainly coral, white, and gray—with clear, consistent meanings assigned to each, guiding users pleasantly to where they want to go.
Venture into visual design and pick up valuable points about how to help boost what your product's users feel when they see your website or app.
Use contrast and harmony as your guides—pick colors that stand out from each other but also feel cohesive. Rely on the 60-30-10 rule: 60% dominant, 30% secondary, 10% accent. Test combinations for contrast using current WCAG standards to ensure good legibility for your users.
Actionable insight: Use tools like Contrast Checker to test legibility (how well users can detect the elements and lettering you use). Avoid placing two high-saturation colors side-by-side unless it's necessary for alerts.
Discover additional valuable points about how to reach users' eyes best in our article The Key Elements & Principles of Visual Design.
Ensure sufficient contrast between text and background—aim for at least 4.5:1 for body text. Never rely on color alone to convey meaning; always combine with icons, labels, or patterns. Test your designs with tools like contrast checkers and color-blind simulations.
Actionable insight: Use accessible color palettes from good tools and label color-coded charts to help make things clear to users.
For example, Trello combines color labels with text so color-blind users can still understand task categories.
Know your users better by knowing more about how their eyes work, in our article Vision and Visual Perception Challenges.
Use brand colors for accents, highlights, or secondary UI—not backgrounds or body text. Ensure they pass accessibility contrast checks—and in case your brand color lacks sufficient contrast, pair it with darker or lighter tones strategically.
Refer to your brand guidelines or create a style guide that maps each brand color to functional UI roles—calls to action, alerts, or navigation. It's also helpful to understand color modes so you can be absolutely sure how the colors you pick translate on the format users see them. When you combine effective brand colors with considerate UX colors for usability, you can help maximize experiences for all users.
Discover how to make more effective color design choices when you know more about color modes.
Colors carry different meanings across cultures, making color choices all the more important. Red symbolizes luck in China but typically danger in the West, for example. White implies purity in Western countries but mourning in some Eastern ones. These cultural perceptions affect trust, emotion, and usability—stemming from a visceral level.
Always research your target market before finalizing colors. Sometimes, “innocent” color choices can turn up surprising results, so test color interpretations during usability testing with diverse users or localized researchers to make sure you get the hues right.
Explore how to reach users better whatever part of the world they are in—or come from—in our article Understand Color Symbolism.
Dark themes may reduce eye strain in low-light settings for some users and can extend battery life on OLED screens, though user preference and visual comfort can vary.
Actionable insight: Use light text on dark backgrounds with sufficient contrast. Avoid pure black and white. Always offer a light mode as default unless your users prefer dark environments.
For example, YouTube defaults to dark mode on TVs for comfort and immersive viewing, but lets users switch to light on mobile or web if they want to.
Delve deeper into dark mode to find out how to apply it best in UI design.
Designers often end up using too many colors, ignoring contrast standards, or relying solely on color to convey meaning. Another frequent mistake is not testing color choices on different devices or under varying lighting conditions.
Actionable insight: Keep your palette tight, test with real users, and always design for colorblind accessibility (which will help non-colorblind users on bright, sunny days outside, too). Avoid flashy or overly saturated colors that distract from core tasks.
For an example of what not to do: Overly vibrant dashboards with red, blue, green, and yellow can overwhelm users and reduce usability—so, be sure to use clear hierarchies and spacing.
Fialkowski, B., & Schofield, D. (2024). Considering color: Applying psychology to improve the use of color in digital interfaces. Art and Design Review, 12(4), 306–329.
This open-access journal article explores how principles of color psychology can improve the usability of digital interfaces. Through experiments involving 50 participants, the authors assess user preferences, error rates, and session durations across different color schemes. Results show that contrast-optimized designs improved readability and visual comfort by up to 40%, with dark-mode interfaces using yellow-blue tones increasing session duration. The paper provides practical design guidance for choosing color palettes that enhance usability and accessibility without sacrificing aesthetic coherence. UX designers will find actionable takeaways for crafting color strategies that support readability, task performance, and inclusive design principles.
Zhang, Y., Chen, S., Fan, L., Chen, C., & Li, X. (2023). Automated and context-aware repair of color-related accessibility issues for Android apps. In Proceedings of the 31st ACM Joint European Software Engineering Conference and Symposium on the Foundations of Software Engineering (ESEC/FSE 2023) (pp. 1255–1267). ACM.
This conference paper presents Iris, a tool that automatically fixes color-related accessibility issues in Android apps while maintaining design coherence. The authors evaluated Iris on 80 real-world apps and found it successfully corrected 91.38% of accessibility violations, with most developer pull-requests being accepted. A user study also confirmed improved usability and satisfaction. For UX designers, Iris exemplifies how machine learning and context-awareness can improve accessibility at scale. The system provides real-time, design-conscious color repairs, helping designers ensure visual inclusivity without compromising aesthetics. This work bridges engineering automation and UX sensitivity, offering tools that support responsible, equitable interface design.
Eckstut, J., & Eckstut, A. (2020). What Is Color?: 50 Questions and Answers on the Science of Color. Abrams, Inc.
In What Is Color?, Joann and Arielle Eckstut answer 50 fundamental questions across domains—including physics, biology, technology, and psychology—to explore how humans experience and apply color. Designed to be visually rich and accessible, the book offers concise explanations paired with informative infographics, making complex concepts—like color constancy, additive vs. subtractive mixing, and cultural perception—understandable. For UI and UX designers, it provides essential scientific and psychological context that informs deliberate choices around palette, contrast, and emotional tone. By grounding design decisions in human perception science, the book helps interface designers craft more intuitive, accessible, and resonant user experiences.
Rhyne, T.‑M. (2024). Applying Color Theory to Digital Media and Visualization (2nd ed.). CRC Press.
In this edition, Rhyne adapts foundational color theory into practical workflows tailored for user interfaces and visualization design. She systematically covers color harmony, visual perception, and accessibility—including adaptive palettes for color deficiencies—and introduces modern constraints like sRGB rendering and variable lighting. Rhyne frames this advice using a five‑stage selection and evaluation process, illustrated via case studies and real tools for digital and mobile applications. UX/UI designers will find structured strategies for constructing palettes that reinforce hierarchy, readability, and emotional tone. The second edition also incorporates emerging practices—such as generative AI tools for color scheme generation—making it current and interface‑centric.
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