In my previous blog post, I wrote about how emotional design is not just a matter of intuition, but the result of research, empathy, and clearly defined emotional goals. Once designers know which emotions they want to address, the next question naturally follows:
How are these emotions translated into concrete design decisions?
This is the moment where emotional design becomes visible.
Emotions are often triggered through sensory details. Colours, shapes, typography, images, materials, and even the quality of paper all influence how a design feels (vgl. Desmet 2002, S. 115). Sometimes, very small visual decisions can have a surprisingly strong emotional impact.
However, for this blog post, I want to focus on what is, in my opinion, one of the most powerful tools designers have: colour.
Why Colours Affect Us Emotionally
Colour perception is closely linked to human psychology. (Vgl. Pan et al. 2024, S. 5) Certain colours are associated with specific emotions, memories, and cultural meanings. (Vgl. ebda.) In my second blog post I have already talked about how visceral reactions happen automatically. (Vgl. Norman 2004, S. 19) Colour plays a key role on this visceral level, because it does not require interpretation. We just “feel” it. Or in my opinion, more fitting: We just associate it.
“Heated red and orange” for example can induce feelings of passion and energy, whereas “cool colours like green and blue” can create feelings of relaxation and peace. (Vgl. Arora / Warsi 2024, S. 408-411) These associations are learned over time but are processed very quickly and mostly unconsciously.
This is why colour can trigger emotional reactions even when we do not actively engage with a design.
In Corporate branding a well-known example for this would be the use of blue.
Many companies choose this colour to communicate reliability, professionalism, and trust, because it is often associated with these characteristics. (Vgl. Interaction Design Foundation 2016).
Thus even without knowing the brand, the colour already sends a message.
Cultural Meanings
It is also important to note that colour meanings are not universal. Cultural background, personal experiences, and context influence how colours are perceived. (Vgl. Arora / Warsi 2024, S. 404-405) This aspect makes empathy and research even more important when working with colour in emotional design.
A Personal Thought
So this means, colour is not just a decorative choice, but an emotional language. Understanding this language allows designers to create visual communication that feels intentional, empathetic, and meaningful.
In the next blog post, I want to take a closer look at how typography contributes to emotional design and how letterforms themselves can communicate feeling.
Literature
Arora, C. / Warsi, S. (2024): Color Psychology. In: Alochana Journal. Bd 13. Vol. 10. S. 402-416.
Desmet, P. (2002). Designing Emotions. Delft: University of Technology.
Interaction Design Foundation. (2016). What is Emotional Design (ED). https://www.interaction-design.org/literature/topics/emotional-design
Norman, D. A. (2004). Emotional Design. Why We Love (or Hate) Everyday Things. New York: Basic Books.
Pan, Z. et al. (2024). The application of graphic language personalized emotion in graphic design. Cambridge: Cell Press.
