In product design, seemingly small choices have huge impacts on a design’s success in the marketplace and in use.
One of the most important choices is color. The colors incorporated into a product or user interface are most effective when they are the result of a process. While aesthetics are a factor in choosing colors, designers must craft a color strategy that also takes into account functionality, brand appeal, user experience, and more.
Let’s explore how designers navigate these color decisions, and why they matter more than you might think.
Step 1: Imagine Color
When a designer is first thinking broadly about what colors should be considered, they think about what they want the colors of the product to accomplish.
Emotions
Color has the power to evoke emotions and shape perceptions. Think of the calming effect of soft blues or the urgency of bold reds. For example, if you’re designing medical equipment, a clean, clinical white might inspire trust and professionalism. Conversely, vibrant colors might make consumer electronics more appealing to younger demographics.
Different colors also carry inherent psychological associations. Red often represents energy and passion, while green is linked to nature and tranquility. Certain colors, such as red, can even have physiological effects, increasing appetite (used in fast food branding) or enhancing alertness.
Colors with Functions
In industry, color isn’t just about aesthetics. It can enhance functionality. High-visibility colors, for instance, improve safety in industrial equipment. Similarly, colors with specific finishes, like matte black, can reduce glare or hide wear and tear. Digital interfaces also use color functionality, such as high-contrast call-to-action (CTA) buttons to improve engagement and accessibility.
Color and Branding
Colors are not only crucial for the product itself but also for the brand identity it supports. Iconic brand colors—like Tiffany Blue, Coca-Cola Red, or John Deere Green and Yellow—instantly associate the product with the brand. Designers must consider how their chosen colors align with and reinforce brand identity.
A well-chosen color can differentiate one brand from another, setting it apart in a crowded market. For example, in the tech industry, Apple’s minimalist silver and white aesthetics contrast with Microsoft’s more vibrant and varied color schemes. Additionally, seasonal and trend-driven color choices can help keep a brand fresh—Pantone’s Color of the Year often influences fashion, interiors, and product design.
Culture
When designing products for a global market, it’s crucial to consider how the meaning of a color may vary across cultures. What signifies joy in one culture might represent mourning in another—for instance, white represents purity in Western weddings but is associated with funerals in many East Asian cultures. Understanding these cultural differences helps designers make more informed choices about product colors and avoid unintended connotations in different markets.
Step 2: Pick a Color
Once you understand the significance of color, the next step is selecting the right colors.
Hues and Clues
Consider the emotional and psychological impact of hues. Blues can convey trust, greens suggest sustainability, and yellows exude energy. Align your choices with your product’s purpose and intended audience.
Color also plays a crucial role in differentiating products within the same category. Think of how DeWalt’s yellow sets it apart from Makita’s blue. Even within a single product line, different color variations can signal different models or features, such as premium versions in darker shades.
Aesthetics and Expectations
A color must not only align with brand and functionality but also meet aesthetic expectations for the product type. Certain industries and products have established color norms—luxury goods often favor black and gold, while eco-friendly products lean towards earthy tones. Designers work within these expectations or consciously differ with them. For example, GE Medical uses blue and may soon use purple to make its products stand out in a sea of medical white.
Palettes and Contrast
A cohesive palette is essential, but don’t forget contrast. Adequate contrast ensures legibility and usability, particularly in functional designs like control panels or interfaces.
Awareness of Trends and Competitors
Be mindful of industry trends and iconic brand colors. For example, Barbie pink and Duolingo green are so strongly associated with their brands that using them elsewhere could create confusion or legal challenges. Additionally, trendy or seasonal colors can be used in limited-edition product runs to generate excitement and exclusivity.
Step 3: Justify Your Color Choice
Explain Your Rationale
Be prepared to explain why a particular color works. Use data, trends, and case studies to support your decisions, demonstrating how the color aligns with both functional and aesthetic goals.
Know Your Audience
Understand whether your audience is open to your opinions or deeply attached to preconceived notions. Tailor your approach to their level of flexibility and willingness to explore new ideas.
Articulating and defending one’s reasoning is a crucial skill that separates professional designers from amateurs. Color choices should be backed by both creative intuition and strategic thinking.
Step 4: Bring Your Color to Life
Once you’ve selected your color, the challenge is to bring it to life in the real world and ensure it will live up to its expectations over time.
Lighting
Colors look different under various lighting conditions. Designers choose their colors with lighting in mind, as the lighting environments where the product will be used can differ from those in which it was designed.
Material Adaptability and Production Challenges
- Screen vs. Print vs. Physical Products: Colors appear differently on screens, in print, and on physical products. Designers must manage these differences so customers perceive consistency.
- Material Influence on Color: Glossy vs. matte finishes, different textiles, and reflective surfaces all affect how color is perceived.
- Manufacturing Constraints: Certain colors are harder to replicate on different materials, requiring close coordination with manufacturers.
Durability
Consider how your chosen color will age over time. Will it fade under sunlight or wear off with use? Selecting durable finishes and coatings can maintain the color’s integrity.
The Color Selection Process
The journey from imagining a color to implementing it is multifaceted. It requires consideration of emotional impact, practical constraints, and technical feasibility. While color selection might seem subjective at first glance, successful designers approach it as both an art and a science, balancing creative vision with practical implementation.
Color isn’t just about making something look good—it’s about creating meaningful experiences, solving problems, and connecting with users on both conscious and subconscious levels. When done right, thoughtful color selection becomes an integral part of your product’s success story, contributing to its aesthetic appeal, functional effectiveness, and brand differentiation.