Lectures for the course "Ergonomics applied to the usability of web pages and apps" held at the School of design of Politecnico di milano in the first semester of 2021-2022 academic year
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09 colors
1. www.dadda.it roberto@dadda.it Excellence in usability 1st semester 2021-2022 1
ERGONOMICS APPLIED TO THE DESIGN OF USABLE WEB
PAGES AND APPS
Roberto DADDA and Paolo NEGRI
8. www.dadda.it roberto@dadda.it Excellence in usability 1st semester 2021-2022 8
Electromagnetic spectrum
The electromagnetic spectrum is the range of all possible frequencies of electromagnetic radiation.
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Influence
Violet is a mix of blue cyan (cold) and magenta red (warm)
Near warm looks cold. Near cold looks worm
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Facts
• New visitors decide in less than 90 seconds if the
page is interesting
• 60-90%1 of the assessment is based on colors
alone!
3
4
1 Different for different type of pages
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RED
• Feeling of warmth.
• Most powerful of
all colours.
• Not use too much.
• Get attention
- Sell products
- Specific message,
- Focus
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Green
• The feeling of relaxing and
fresh.
• Represents:
- Health
- Life
- Rebirth and
- Nature/ environment
- Growth
• Warm and inviting
• Associated with money and
wealth.
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Green
• Often used in:
- Organic shop
- Healthy food
- Agricultural
Company
- Recycle item
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Blue
• The most favorite
color of people
• A feeling of :
- Calm and serenity.
• Establishes trust
and secure.
• Colour of
communication.
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Blue
• Light blue - fantasy.
• Dark blue - authority and power.
• Mostly used in:
- Medical, and
- Financial industries.
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92.6 percent said that
they put most
importance on visual
factors when
purchasing products.
Why Important?
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Consumers make a
subconscious decision
about a product, person
or service in 90 seconds
or less.
- by The Institute for Color Research
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Why Important?
• Colour can:
- send a positive or negative message,
- encourage sales, and
- calm a crowd.
• Specific colours
- creating brand relevance and
- motivating purchases.
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Red
• Often used in:
- Clearance sales
- Fast food chains
- Excitement and
danger
• Also used by big
company:
- Coca-cola
- Air Asia
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How colours affect your sales
• Choosing the right colour.
- Understand your target audience
- Type of products or services.
• Use colour to tell story.
- An environment using colour to
represent some concept.
• Comfort and calm customers.
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How colours affect after sale
• Get shoppers attention again to
certain products
• Build brand recognition
- The color of the Logo used.
• Not overpower your products
- Highlight the product.
- Not using too many colors.
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In practice
•Duriana changed:
- corporate logo,
- colors (from orange to blue 1st image to 2nd
image )
•Sales improved after they change their website
colour.
•Base on some color study:
- Blue is the most favourable colour.
- Orange is the least favourite.