How Designers Choose Colors

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.

A nighttime scene of a train station platform illuminated by blue street lights. The platform, tracks, and surroundings reflect the blue lighting, contrasting with the warm yellow glow of other streetlights in the distance.
“Blue light causes people to feel relaxed, which has led countries to install blue street lights in order to decrease suicide rates.” Source and Photo Credit

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.

Three images showcasing iconic brand colors: Tiffany Blue on a storefront sign, Coca-Cola Red on a bottle cap, and John Deere Green and Yellow on a tractor.

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.

A comparison of two tech giants’ branding: Apple’s minimalist white logo on a glass storefront versus Microsoft’s colorful four-square logo in a modern 3D 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.

Three brand color identities: Visa Blue on a payment terminal, Whole Foods Green on a grocery bag, and Ferrari Yellow on a sports car’s brake caliper.

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.

A side-by-side comparison of two mobile app login screens in different shades of purple. One has a richer hue, while the other is more pastel.

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.

Iconic brand colors in use: Barbie Pink in a fashion and toy setting versus Duolingo Green in a digital app icon.

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.

Photo showing the same pair of green eyes but under different lighting.
“A demonstration of the effects of different kinds of lighting.” Source and Photo Credit

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.