Color Psychology in UI Design for 2024

Color isn't just a visual element but a powerful tool that shapes user perception, evokes emotions, and influences actions. Research suggests that colors shape first impressions, affect decision-making, and dictate how users feel about an interface, especially in the context of visual design and user interface (UI).

Brands know this, and hence, they carefully choose their colors to set the mood, communicate the brand's personality, and guide users through their journey. So, as designers, you’d often face questions like —

1. Does this blue evoke trust, or does it feel cold?
2. Will this red button attract attention or overwhelm users?
3. How can I use color to create a sense of harmony and visual hierarchy?

Don’t worry; we’ll cover everything in this post as we explore the intricate science behind color psychology and how you can leverage it effectively in 2024.

Detailed Color Psychology in UI Design

Color psychology in UI design doesn't just work on aesthetics; it considers how users feel, interact, and engage with your product. 

Choosing a particular color or a set of colors when designing the product interface is about understanding how certain colors evoke specific emotions and behaviors.

For example — 

1. A vibrant red call-to-action button screams, "Click me!" while a muted green suggests a calmer, more considered action.
2. Using a cool blue background instills a sense of trust and professionalism, whereas a sunny yellow exudes energy and optimism.
3. A well-structured color palette can subtly guide the user's eye, highlighting key elements and establishing a clear visual hierarchy.

To better understand this, we’ll consider three key points that contribute to understanding color psychology when designing UI.

A. Colors and their Associations with Emotions

Specific colors have been scientifically proven to evoke particular emotions, which is why many brands carefully select their color schemes to reinforce their identity. Colors are intrinsically linked to emotions and have the power to trigger specific feelings and associations. 

Thus, colors influence how users perceive and interact with your interface.

Here’s a table showing what each of the primary colors contributes to a particular emotion.

How Colors Have Associations with Emotions

There are different reasons why these colors mentioned above have specific associations with emotions. Let’s explore this further.

1. Evolutionary Roots: Specific color associations are deeply ingrained in our biology and evolution. For example, red is associated with danger and urgency because it's the color of blood and fire, triggering a primal fight-or-flight response. Similarly, green is linked to nature and growth, evoking feelings of peace and tranquility.
2. Cultural Influences: Societal and cultural norms have a role in shaping color associations. In Western cultures, white is often associated with purity and weddings, while in some Eastern cultures, it can symbolize mourning. Understanding these cultural nuances is essential when designing for a global audience. Frontiers in Psychology research found that specific color-emotion associations are consistent across different cultural groups, while others vary significantly.
3. Personal Experiences: Individual experiences and memories can further shape color associations. While these associations are subjective, they can still influence how individuals respond to colors in UI design.

B. Color Wheel and Harmony

The color wheel visually represents the relationships between colors. It's a valuable tool for designers to understand color harmony—a pleasing arrangement of colors in a design. 

Color harmony ensures that your UI colors work well to make it more cohesive and visually appealing. This is where the color wheel comes in.

Here are the primary color harmony principles you can leverage:

1. Complementary colors: These colors are opposite each other on the wheel (e.g., blue and orange).

Image Source

Complementary color schemes make elements pop, which is why it's often used to draw attention to essential features in UI, like a CTA button.

1. Analogous colors: Colors adjacent to each other on the wheel (e.g., blue, green, and yellow). 

1. Triadic colors: Three colors equally spaced on the wheel (e.g., red, yellow, and blue). The colors in the triadic wheel create a balanced and vibrant palette in the UI, which is more playful and often used by creative interfaces that aim to be visually dynamic.
2. Monochromatic Colors: Monochromatic schemes use varying shades, tints, and tones of a single color. This creates a clean, elegant look, emphasizing content without distraction. Monochromatic harmony is often seen in minimalist designs or professional environments where subtlety is key.
3. Split-Complementary Colors: Split-complementary harmony is a variation of the complementary scheme. It uses a base color and the two colors adjacent to its complement, providing contrast without the intensity of direct complements. This approach is effective for achieving a balanced yet vibrant look, especially when aiming to avoid too strong of a contrast.
4. Tetradic Colors (Double Complementary): Tetradic harmony combines two complementary color pairs, creating a rich and balanced palette with more versatility. This principle is useful for designs that need multiple accent colors without overwhelming viewers. By using one color as the dominant shade, you can balance the others for a vibrant, engaging look.

Each color harmony principle serves a unique purpose, allowing you to shape the visual tone and emotional impact of your design. Choose the one that best fits your project’s goals and brand personality.

C. Creating a Color Palette for UI Design (60-30-10 Rule)

A well-structured color palette helps create a cohesive and visually balanced UI design. One of the golden rules of color usage in UI design is the 60-30-10 rule. It suggests a simple framework for balancing colors to create a visually appealing and functional interface.

Image Source

For example, the application above uses off-white as its dominant color (60%), a contrasting black for text and visuals (30%), and a vibrant green for subtle CTA (10%). This creates a balanced and visually appealing composition.

Color Trends in UI Design

Now that you know the theories of color psychology and how they work, let's explore some of the trending color palettes with examples.

Top trending color palettes of 2024

In 2024, color trends in UI design have evolved dramatically, emphasizing a blend of technology, psychology, and inclusivity. These shifts are not just about aesthetics; they're driven by user engagement, emotional resonance, and accessibility, reflecting a growing awareness of the impact that color choices have on the user experience. Here’s an in-depth look at the major color trends shaping UI design in 2024.

Digital Nature: Earthy and Organic Tones

The natural world inspires these palettes and can help create a sense of calm and peace. They often feature soft, muted tones reminiscent of earth, sky, and water. This palette grounds designs with calming browns, greens, and ochres, then adds bursts of vibrant colors like coral or turquoise for visual intrigue. It evokes a connection to nature while maintaining a modern feel, creating a harmonious and inviting space.

Earthy tones are psychologically grounding and soothing, helping users feel more connected and at ease. This trend also resonates with the global focus on sustainability, subtly emphasizing eco-consciousness.

Pro Tip: Use earthy colors as backgrounds or accent colors to create a calm, approachable aesthetic, especially in apps related to wellness, nature, or travel. Pair with natural textures and gradients to reinforce the organic feel.

Example: The meditation app Oak utilizes a palette of soft greens and browns, creating a calming interface that reflects natural elements.

Retro Futurism: Playful Pastels and Vintage Hues

2024 is embracing retro-futuristic vibes, blending pastels with vintage colors reminiscent of the 70s and 80s. Think coral pinks, lavender purples, mustard yellows, and faded turquoises. These tones evoke nostalgia, creating a comforting, familiar feel. They’re fun, optimistic, and appeal to users who enjoy a more playful aesthetic. The retro-futuristic palette combines old-school charm with modern functionality, balancing novelty with nostalgia.

Pro Tip: Ideal for UI designs where storytelling or a playful tone is essential, such as in lifestyle or creative apps. Use pastels as primary colors in elements like icons, banners, and illustrations.

Example: The Prometheus website uses colors that are subdued, earthy, and warm, with reds, browns, and muted blues that evoke a nostalgic desert landscape. These tones are reminiscent of old travel posters and vintage car ads, creating a connection to mid-20th-century aesthetics, while still being futuristic. The use of faded, dusty textures adds to the sense of age and history.

Accessible Colors with High Contrast Ratios

As inclusivity becomes paramount, UI designs in 2024 are focused on high-contrast colors that ensure accessibility for all users, especially those with visual impairments. High-contrast colors are essential for readability and usability, meeting WCAG standards and making interfaces more inclusive.

Pro Tip: Combine high-contrast colors for text and background elements across all types of apps to ensure accessibility compliance and improve readability. Ensure that accent colors are bold but avoid harsh contrasts that strain the eyes.

Gradient Hues

While gradients have been a staple in design for years, 2024 has marked a significant evolution in how they’re used. No longer just simple color transitions, gradients now represent a refined and purposeful design element, bringing depth, personality, and emotional resonance to user interfaces. This new wave of gradients moves beyond the flashy, eye-catching gradients of the past, embracing subtlety, elegance, and dynamic functionality.

Example: Stripe's homepage is a great example of how gradients are being used in a sophisticated and modern way in 2024. By using the gradient consistently, Stripe creates a memorable visual experience that associates the colors with their brand. The gradient’s placement on the homepage creates an inviting and futuristic vibe, aligning with Stripe's positioning as a forward-thinking financial technology company.

Soft Warm Hues for Comfort and Accessibility

Softer, warmer hues like warm beige, pale pink, and peach are becoming common in UI design. These colors are psychologically inviting, creating a friendly, welcoming user experience. Warm colors are gentle on the eyes and evoke positive feelings, making the user experience more inviting. They also enhance accessibility by providing adequate contrast without harsh brightness.

Pro Tip: Use warm hues in backgrounds, headers, and forms for apps geared towards social interaction, wellness, or community-building. Pair with bolder text colors to maintain readability.

Example: This example is from Happify, a wellness app that uses soft, warm hues to create a calming and approachable interface. The gentle gradients in pastel shades (like soft peach, lavender, and mint green) add a sense of warmth and positivity, which aligns well with the app’s focus on emotional well-being. The subtle color palette ensures readability and accessibility, while promoting a serene and uplifting experience for users.

Minimalist Monochrome with a Twist

Monochrome palettes are being revitalized with subtle hints of complementary colors. Think grayscale with accents of soft pink, navy, or teal to maintain a minimalist aesthetic with added depth. Monochrome colors keep the interface clean and user-focused, reducing cognitive load. A touch of complementary color adds interest and prevents the UI from feeling too sterile.

Ideal for content-heavy platforms like news apps or dashboards, where simplicity is key. Use monochrome backgrounds with color accents on actionable elements or notifications for a polished look that keeps the focus on functionality.

Example: Notion’s design uses a predominantly black-and-white color scheme, creating a minimalist, monochromatic aesthetic. The twist comes from the occasional soft color accents and the subtle blue in the call-to-action buttons. This approach keeps the interface clean and professional while adding small pops of color to draw attention to specific elements, enhancing usability without disrupting the simplicity of the design.

Conclusion

As we wrap up 2024, color psychology and design trends have proven to be powerful tools for creating memorable user experiences. With a clear understanding of how color shapes perception and emotion, designers are now equipped to turn everyday interactions into impactful moments. Whether you're a seasoned professional or just entering the field, these insights provide a foundation for crafting interfaces that go beyond aesthetics to truly resonate with users. By thoughtfully applying color strategies, you can enhance engagement, foster brand loyalty, and set the stage for innovative, emotionally engaging designs as we move into the new year.