When designing user interfaces and websites, choosing colors and shapes isn’t just about how things look—it’s also about shaping user behavior and creating feelings.
Research shows that certain colors and shapes can trigger specific reactions. For instance, blue often has a calming effect, while red can grab attention and energize viewers (Elliot & Maier, 2012). Similarly, rounded edges on shapes are usually seen as more friendly and welcoming compared to sharp, angular lines (Bar & Neta, 2006).
Blue vs. Red
Blue is a favorite color for people all over the world, regardless of gender or age. For decades, studies and polls have shown that blue consistently ranks as the top choice. A 2015 YouGov survey 2015 survey found that blue was the most popular color in 10 countries across four continents.
Blue invokes feelings of calmness, stability, and trust. It’s a color that often evokes a sense of peace and relaxation. In branding and design, blue is often chosen by businesses to convey reliability, professionalism, order, and security, making it a popular choice for academic settings, banks, healthcare organizations, and tech companies. The color’s association with clear sky and clean water also gives it a universal appeal, evoking a sense of openness and expansiveness.
Red is a color commonly associated with red is a color commonly associated with passion, mistakes, and urgency. It’s a color that naturally grabs attention and can evoke strong emotions. In many cultures, red symbolizes love and desire, making it a popular choice for Valentine’s Day themes and romantic contexts. On the flip side, red can signify danger, warnings, or errors, which is why it is often used in traffic lights, stop signs, and error messages. A 2019 study by Fikrlova et al shows that people also associate the color red with failure.
The intensity of red can stimulate a sense of immediacy, prompting quicker actions or decisions, which can be useful in marketing to create a sense of urgency for limited-time offers. However, because red can also increase stress and anxiety, it should be used carefully and sparingly, especially in contexts where a calming atmosphere is desired.
Neuroimaging Study
A recent study by Nissen et al. (2024) dives deeper into how people perceive colors and shapes by using neuroimaging. In the study, participants viewed different website designs while their brain activity was monitored using functional near-infrared spectroscopy (fNIRS). This technique measures real-time neural responses and provides valuable insights into how specific colors and shapes on websites affect cognitive processes and emotional reactions, often beyond what users can consciously express.
Image from Nissen et al. (2024)
Key Findings from the Study
- Color‘s impact:
Websites with color (like red and blue) led to higher levels of pleasure, lower arousal and distrust, and a more positive attitude compared to websites without color. Color use was linked to a decrease in activation in the dorsolateral prefrontal cortex (DLPF), an area related to mental workload, emotional arousal, and threat assessments. - Preference for blue:
Participants preferred websites with shades of blue, which also reduced cognitive strain, as shown by neuroimaging data. Users felt more relaxed on blue websites compared to red or uncolored ones. This supports the idea that blue has a calming effect, making it easier for users to engage. - Rounded vs. sharp shapes:
Neuroimaging results indicated that rounded shapes on websites were seen as more approachable than sharp shapes. This aligns with previous findings that our brains perceive non-threatening designs as more inviting. Interestingly, self-reported data didn’t show significant differences between rounded and sharp button shapes.
Implications for UX Design
What do these findings mean for UX professionals? These results highlight the importance of understanding psychology in design. Some takeaways:
- Use color thoughtfully:
Color can greatly influence how users perceive and interact with a website. Incorporate colors to lower cognitive strain, induce calmness and trust, and foster positive attitudes. This can improve user engagement and satisfaction. - Use rounded shapes:
Although user surveys didn’t show a clear preference, neuroimaging suggests rounded shapes are seen as more friendly. Consider using rounded buttons and icons to create a welcoming interface, subtly encouraging user interaction. - Learn from Neuroimaging Research:
While most UX professionals may not use neuroimaging tools, they can still benefit from the insights these studies provide. Staying updated on the latest research can help designers create interfaces that resonate with users’ natural preferences and thought processes.
By following these guidelines, we can design websites and interfaces that are not only attractive but also emotionally engaging and user-friendly. However, remember to consider the specific brand, audience, and design goals to create a cohesive and effective user experience.