Yes. In fact, I would say that it’s something that you should definitely consider if you want better engagement from your users. Color isn’t just about making something look pretty. The right color can help attract attention and spur action. It can elicit emotion or inspire trust. To that end, I’ve compiled various reasons below that highlight why colors matter when it comes to UI design, with some tips on how to use it wisely.

1. Colors can accurately reflect a brand’s personality

Colors have been known to set the tone or mood of a page. Colors have the ability to communicate personality. In fact, research shows that it takes about a minute and a half for people to make a subconscious judgment on a product, and a huge chunk of that—around 62 to 90 percent—make this assessment based on color.

2. Your color choices can help create a better user experience

The right color choices can spell the difference between a site that’s easy to navigate and use versus one that’s frustrating. For example, the choice of font color and background shade can support better readability for information. If your page is meant to inspire action, colors can point your audience to the right buttons to click on. If you want to draw their eye to a certain section, colors can do that for you.

3. Colors can influence customer decisions

According to QuickSprout, 90 percent of product assessments are strongly hinged on color. This implies that the right color could be a great influence on whether or not your customer takes positive action on your site.

4. Different colors are associated with different values and concepts

Knowing and familiarizing yourself with the different impressions associated with varying shades and hues can make a huge difference for your site. Most colors have long been recognized for their association to a specific value or connotation. For example:

• Black is often used for luxury e-commerce sites and retailers because it’s a color associated with power, sophistication, and elegance.
• Red, commonly used for food sites and alert notices is considered stimulating and energizing, usually associated with youthfulness and vigor.
• Yellow, also associated with alert notices, is considered more playful and usually denotes happiness and warmth.
• Green is often used by environmental sites and outdoor brands given its ties to nature, stability, growth, and balance.
• Gray is considered the most popular website color option due to its neutral shade. It’s considered traditional, professional, and formal.
• Blue is often used to communicate stability and trust. A lot of sites that deal with finances opt for this color as it denotes openness and safety at the same time.

One final tip…

When it comes to mixing and matching colors on a page, follow the 6:3:1 rule. Choosing the right colors is just one part of the challenge. Ensuring that you don’t go overboard with it is the other. To balance your color options, go with a 60% + 30% + 10% ratio. Use 60% of your dominant color, 30% of your secondary color, and 10% of an accent color to keep things perfectly balanced.

If you have any more questions about the role colors play in content marketing, reach out to me today via Leadspanda and I’d be happy to discuss this personally with you.