Designing with the Brain in Mind: The Role of Colour and Shape in UX
Insights and Practical Applications from a New Neuroimaging Study
When it comes to designing a website, the choices of colour and shape aren't just about aesthetics—they're about creating an environment that guides user behaviour and evokes feelings. Research has long supported the idea that certain colours and shapes can evoke specific responses from viewers. For example, it's been shown that blue has a calming effect, while red can capture attention and even raise the energy levels of viewers (Elliot & Maier, 2012). Similarly, shapes carry their own psychological weight, with rounded edges often seen as friendly and inviting compared to sharp, angular lines (Bar & Neta, 2006).
The fascinating relationship between human psychology and visual design elements isn't new. Studies have consistently demonstrated that visual stimuli significantly influence user experience and interaction with digital interfaces (Thielsch & Hirschfeld, 2012).
In this article, we will be looking at a new study by Nissen et al. (2024) that takes this understanding further by incorporating findings from evolutionary psychology and neuroimaging, shedding light on why our brains might be wired to respond in certain ways to digital stimuli.
New Insights
In this research, participants were exposed to various website designs while their brain activity was monitored using functional near-infrared spectroscopy (fNIRS), a technique that measures neural responses to stimuli in real-time. This method provided insights into how specific colours and shapes on websites could affect cognitive processes and emotional responses beyond what users could articulate or might even be aware of.
The key findings of the study are discussed below:
Websites using colour (red and blue, in this case) led to higher pleasure, lower arousal and distrust, and more positive attitude than the same website without colours. Colour was linked to a decrease in activation in the dorsolateral prefrontal cortex (DLPF), an area associated with mental workload, emotional arousal and valence and threat appraisals (among other things).
Websites that utilised shades of blue were not only preferred by participants but also resulted in reduced cognitive strain as indicated by neuroimaging data. Users were in a more relaxed state during their interaction with a blue website, compared to a red or uncoloured one. This aligns with the idea that blue has a calming effect, supporting cognitive ease and potentially enhancing user engagement (Elliot & Maier, 2012).
The neural results suggest that rounded shapes on a website were perceived more approachable than are sharp shapes. This is consistent with previous research suggesting an innate bias toward designs that our brains perceive as non-threatening and therefore more approachable. Interestingly, self-reported measures across different website designs using rounded and sharp button shapes do not differ.
Implications for UX Design
What do these findings mean for UX professionals? This study highlights the importance of psychology in UX design. Here are some key takeaways:
Incorporate colour strategically: The study highlights the powerful impact of colour on user perception and cognitive processes. UX designers should carefully consider the use of colour in their designs. Incorporating colours, particularly shades of blue, can lead to increased pleasure, reduced arousal and distrust, and more positive attitudes among users. However, it's essential to use colour judiciously and in alignment with the brand identity and the desired emotional response.
Opt for rounded shapes: While self-reported measures didn't show significant differences between websites with rounded and sharp button shapes, the neural results suggest that rounded shapes are perceived as more approachable. UX professionals should consider incorporating rounded elements, such as buttons and icons, to create a more friendly and inviting interface. This subtle design choice can subconsciously influence user perception and encourage interaction.
Minimise cognitive strain: The study found that websites using shades of blue resulted in reduced cognitive strain among users. UX designers should aim to create interfaces that minimise mental workload and promote cognitive ease. This can be achieved through the use of calming colours, clear and concise content, intuitive navigation, and a clutter-free layout. By reducing cognitive strain, designers can enhance user engagement and overall satisfaction.
Leverage neuroimaging insights: The use of neuroimaging techniques, such as fNIRS, in this study provides valuable insights into the subconscious responses of users to visual stimuli. While it may not be feasible for most UX professionals to conduct neuroimaging studies, they can still leverage the findings from such research to inform their design decisions. Staying updated with the latest research in the field can help designers create interfaces that align with the innate preferences and cognitive processes of users.
By incorporating these suggestions, we can create digital interfaces that not only look visually appealing but also evoke positive emotional responses, reduce cognitive strain, and enhance overall user engagement. It's important to remember that these findings should be applied in the context of the specific brand, target audience, and design goals to ensure a cohesive and effective user experience and should not replace user research!