Title: Study of color choices on web UI that influence web user emotion

Author: Jordan Axel

Affiliation: The Design School, Taylor’s University, Malaysia

Email address: jordan.axel8@sd.taylors.edu.my

Abstract

Colors in user interfaces play a significant role in shaping users' moods and enhancing their experiences. This study explores how different colors in UI design influence people's emotions and cater to target audiences for desired outcomes. Using a quantitative research method, the study surveyed 80 participants, analyzing their responses to understand the effects of color. The findings reveal that color choices in user interfaces indeed impact user moods, highlighting the importance of thoughtful color selection in design. Most respondents reported that specific colors positively influenced their emotional state while interacting with websites. This research emphasizes the need for UI designers to consider color psychology when creating interfaces. By understanding the emotional effects of color, designers can craft websites that not only look appealing but also make users feel comfortable and satisfied. Sharing these insights with UI designers can lead to more effective and user-friendly designs, ultimately enhancing user experience.

Figure 1. UI Design

Introduction

This research delves into how colors in user interfaces (UIs) influence user emotions, particularly in the context of websites and apps. It examines which specific colors evoke certain emotions and explores the psychological impact of these choices. By drawing on existing theories and evidence, the study offers insights into how designers can strategically use color to enhance user experience and engagement.

The theme revolves around understanding the interaction between color and emotion in UI design, providing valuable guidelines for designers aiming to create visually appealing and emotionally resonant digital interfaces. The research highlights the importance of intentional color selection to influence user behavior, evoke suitable emotions, and improve decision-making processes. A well-planned approach to color choices can result in a more intuitive and positive user experience.

However, many web user interfaces currently lack a strategic approach to color choices, often relying on personal preferences or trends rather than informed decisions. This inconsistency can hinder the desired impact on user behavior and emotions. The study aims to understand the effects of color on user mood, decisions, and behaviors in e-commerce UI, exploring user perceptions and preferences. By grasping these dynamics, designers can effectively use color to achieve desired outcomes in user interfaces.

Figure 2

Problem Statement

In web user interface (UI) design, color choices are crucial for influencing user behavior, evoking appropriate emotions, and enhancing decision-making processes. Ideally, color schemes should align with the goals of the interface to create an engaging and intuitive user experience. However, many web UIs currently lack a strategic approach to color selection. This often results in inconsistent and ineffective color use, which fails to achieve the desired impact on user behavior, emotions, and decision-making.

Web designers frequently base their color choices on personal preferences or prevailing design trends rather than on informed decisions grounded in color psychology. This practice can lead to disjointed and less effective interfaces that do not fully leverage the potential of color to influence user experience. As a result, the emotional and behavioral responses intended by the design may not be realized, impacting overall user satisfaction and engagement.

The problem, therefore, is the absence of a systematic approach to color selection in web UI design, which undermines the potential for colors to positively affect user interactions and outcomes. Addressing this issue requires a shift towards evidence-based design practices that consider the psychological impact of color to enhance user experience, behavior, and decision-making.

Figure 3 good/bad

Research Method

Examining the Impact of Colors on User Emotions in E-Commerce UI Design

This research aims to explore how colors in e-commerce user interfaces (UIs) influence user emotions, focusing on the effectiveness of color choices in enhancing user experience. To achieve this, the study employs a mixed-method approach that combines visual survey techniques with a quantitative research methodology.

Quantitative Research: Survey Questionnaire

Quantitative research methods are central to this study, emphasizing systematic planning, design, and implementation of strategies for data collection and analysis. High-quality quantitative research involves meticulous attention to method selection and tool reliability. For this study, a survey questionnaire was chosen as the primary research method due to its ability to provide detailed, quantifiable insights into how different colors affect user emotions and behavior.

The survey includes a series of structured questions and visual stimuli designed to elicit responses about color preferences and emotional reactions. Participants are shown images of e-commerce websites, such as Shopee and Amazon.com, and are asked to evaluate their emotional responses to the color schemes used. This approach allows for a direct assessment of how colors impact user experience during browsing and purchasing processes.

Survey Design and Implementation

The survey begins with preliminary questions to filter out participants who do not meet the study's criteria. Respondents are first asked whether they have used an e-commerce website before. This question ensures that only individuals with relevant experience contribute to the study. Following this, participants are asked about the frequency of their e-commerce website usage. This helps in identifying frequent users whose responses are likely to provide more meaningful insights into the impact of color choices.

Once the preliminary questions are addressed, the survey proceeds with questions focused on color preferences and their perceived importance in e-commerce UIs. Participants are asked whether they prefer cool or warm colors and how they perceive the role of color in influencing their emotions and decision-making processes. This section of the survey is designed to capture detailed feedback on how different color schemes affect user engagement and satisfaction.

To gather a diverse range of responses, the survey is distributed through multiple online platforms, including Line, Instagram, and WhatsApp. This broad distribution strategy is intended to reach a wide audience and encourage participation from various demographic groups. By leveraging different social media channels, the research aims to obtain a comprehensive dataset that reflects a wide spectrum of user experiences and preferences.

Data Collection and Analysis

The survey responses are collected and analyzed to identify patterns and correlations between color preferences and user emotions. Quantitative analysis methods are employed to assess the impact of color on user behavior, including statistical techniques to evaluate the significance of the findings. The analysis provides valuable insights into how different color choices affect user interactions with e-commerce websites and informs recommendations for optimizing UI design.

Conclusion

This research methodology combines visual survey techniques with quantitative analysis to investigate the impact of color on user emotions in e-commerce UIs. By employing a structured survey approach and leveraging multiple online platforms for distribution, the study aims to gather robust data on user preferences and behaviors. The insights gained from this research are expected to contribute to a better understanding of how color choices influence user experience, offering practical guidance for designers seeking to enhance the effectiveness of e-commerce interfaces through strategic color use.

Findings and discussion:

The results of this research are derived from survey questionnaires designed to assess the impact of color on user interactions within e-commerce user interfaces (UIs). The survey employed a two-tier approach: initially, it posed general questions to confirm the suitability of participants, ensuring they were part of the target audience. Following this, the survey focused on e-commerce-specific UI questions that align with the research objectives.

The primary aim of the survey was to gather qualitative data that could be analyzed to understand how color influences user perspectives, behaviors, interactions, and decision-making. This data was then compared with existing research to evaluate its relevance and accuracy in the context of UI design.

The analysis of the survey results sought to address the original study questions, highlighting the significance of color in UI design. It demonstrated how specific color choices can alter user experiences, from emotional responses to behavioral patterns. By correlating the findings with established studies, the research aimed to validate the role of color in enhancing user engagement and satisfaction.

Ultimately, the survey findings provide valuable insights for designers, offering evidence-based guidance on how to strategically use color in e-commerce UIs. This information is crucial for creating designs that not only attract users but also influence their decisions and improve their overall interaction with digital interfaces.

The survey revealed diverse color preferences among users. While many prefer warm colors, a notable portion favors cool tones. This variety highlights the importance of considering user preferences and psychological responses in UI design. Consistent color branding was also emphasized as crucial for brand recognition and creating a cohesive user experience. Users noted that color schemes significantly affect their first impressions of e-commerce websites, underscoring the importance of thoughtful color choices.

Comparative Analysis

These findings align with existing research on color’s impact on user experience, confirming its influence on behavior and usability. Designers should use these insights to enhance e-commerce UIs, focusing on effective color choices and consistent branding to improve user engagement and satisfaction.

Conclusion

This research underscores the pivotal role of color in shaping user emotions and behaviors within user interface (UI) design, with a particular focus on e-commerce websites. The study highlights the necessity of strategic color choices to elicit desired user responses and enhance the overall user experience.

The findings reveal that many web interfaces lack a systematic approach to color selection, often relying on personal preferences or design trends rather than the psychological effects of colors. This inconsistency underscores the need for designers to adopt a more deliberate strategy, grounded in the psychological impact of color, to achieve more effective and engaging web designs.

The analysis of survey data aligns with existing research, reinforcing the significance of color in user experience design across various contexts. It emphasizes the importance of consistency in color branding for effective brand recognition and the crucial role of color schemes in shaping users' first impressions of websites. By considering user preferences and psychological responses to color, designers can create more cohesive and memorable user experiences.

Furthermore, the study suggests that understanding the complex relationship between color, emotion, and user behavior can lead to improved design strategies. Designers who delve deeper into this relationship are better positioned to stand out in the competitive e-commerce industry, fostering increased engagement, trust, and ultimately better sales outcomes. By continuing to explore these dynamics, designers can unlock new possibilities and refine their approach to color selection, enhancing the impact of their UI designs.

.

Reference

Hajiyev, I. A. (2022). The role and significance of colors in design. Zenodo (CERN European Organization for Nuclear Research). https://doi.org/10.5281/zenodo.7045917

Hansen, F., Krivan, J. J., & Sandnes, F. E. (2019). Still not readable? An interactive tool for recommending colour pairs with sufficient contrast based on existing visual designs. In Proceedings of the 21st International ACM SIGACCESS Conference on Computers and Accessibility (ASSETS '19) (pp. 636-638). ACM. https://doi.org/10.1145/3308561.3354585

Swasty, W., & Adriyanto, A. R. (2017). Does color matter on web user interface design? Commit Journal, Bina Nusantara University. https://doi.org/10.21512/commit.v11i1.2088

Marli, & Cara. (2017). UX for the web. O'Reilly Media. https://www.oreilly.com/library/view/ux-for-the/9781787128477/72968969-221b-48d1-b4d4-65922ec356ea.xhtml

BTOHIO. (2021). Why color consistency matters for branding. Retrieved from https://blog.btohio.com/why-color-consistency-matters-for-branding

Sight Eye Clinic. (2020). Dealing with digital eye strain. Retrieved from https://sighteyeclinic.com/dealing-with-digital-eye-strain/#:~:text=Colors%20with%20shorter%20wavelengths%20(blues,red%20side%20of%20the%20spectrum

Hendriksen, M. (2023). Bright and bold colors in web design: When and how to use them. Mark Hendriksen. https://www.markhendriksen.com/bright-and-bold-colors-in-web-design/#:~:text=Too%20many%20bright%20colors%20can,darker%20or%20more%20muted%20colors