Neurodesign: Choosing the Right Colors for a User-Friendly UX Design!

Ever wonder how color affects how people process information visually?

Neurodesign is the intersection between psychology, design, and neurosciences, which is a key concept to understand to gain the knowledge of why choosing the right colors for your design is so important!

There are several important concepts from neurodesign which I will touch upon.

Bottom-up attention is when our brain instinctively directs our attention to color and movement. By knowing this, a UX Designer will have the ability to direct the user's attention to an important piece of information by using bright colors.

Color not only directs the user's attention, but it also produces different emotions. Some studies show that certain colors, especially highly saturated colors, can increase arousal, which in turn, may increase the user's memory (since arousal increases memory). It is definitely beneficial to increase the user's memory while they are on your site, as you want them to remember what they just viewed.

As we can see, color has a big impact on the user; how they perceive and process the information on a website. One step to ensuring a user-friendly design that provides an easy experience is to implement the lessons about color. Color potentially increases memory, which can assist in making sure that the users remember and retain the information and content from your site.

Tips:

• Decide what emotion you want your users to feel while browsing through the site.

• Figure out which colors evoke those emotions.

• Implement those colors into the design system.

Reference:

Zapata, A. (2020) Neurodesign: UX and attention, color, memory, and cognition.

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