What Colour Really Does
Colour sets emotional expectation and clarifies hierarchy. It doesn’t close a sale alone—but it nudges hard.
1) Map Emotions to Missions
- Trust & calm: desaturated blues/greens
- Energy & urgency: warm reds/oranges
- Luxury & restraint: neutrals + sparing metallics
- Innovation: cool brights, electric accents
2) Culture & Context
Colours carry regional meanings; test locally. Always consider sector codes (healthcare ≠ finance ≠ gaming).
3) Accessibility First
Contrast ratios matter. Design the CTA state sequence (default/hover/active/disabled) to stay compliant and clear.
4) Hierarchy via Colour Jobs
Give every colour a job: information, emphasis, or decoration. Decoration is the first to go when simplifying.
5) Testing Plan
A/B two palette treatments on the same layout; isolate a single variable (accent or background). Track CTR, completion, and time on task.
FAQ
Q1. Should the CTA always be red? No; it should be the most salient colour vs surroundings.
Q2. Can we use many colours? Yes—if each has a job and meets contrast standards. diam pellentesque porta. Sed eleifend ultricies risus, vel rutrum erat commodo ut. Praesent finibus congue euismod. Nullam scelerisque massa vel augue placerat, a tempor sem egestas. Curabitur placerat finibus lacus.