Second slide, SiA Digital, Degree, Gesture, Sample


Our Thoughts & Words






with envy

Second slide, SiA Digital, Degree, Gesture, Sample


Our Thoughts & Words

with envy

How does colour influence design

How does colour influence design
“Seeing red. Feeling blue. Green with envy.”

Popular idioms show that people have long associated colours with the emotions they evoke. People associate red with anger (or lust), blue with depression, and since at least Shakespeare’s day, green with jealousy.

UX designers can utilize colour to great effect in order to influence people’s emotions as well as their actual behaviour. Colour has the single greatest effect on how people perceive designs, yet too many designers do not spend the necessary time and effort to properly create colour palettes for their projects.

Colour is the easiest and most important aspect of engaging the user with the product in design. Many people believe that choosing colours for the UI depends mostly on the taste and sense of beauty of the designer. The colour selection process, however, is more complicated than it appears and plays an important role in the design.

In the realm of mobile and web design, the selection of colours is often a crucial starting point. There are many things to evaluate when deciding what colours to incorporate into your designs, such as:

The Meaning of Colours: Design professionals have to take into account that colours evoke different emotions. Colours can express passion, energy, rationality, and many other traits. So if you choose colours for your brand randomly, rest assured that you are making a big mistake. If you want to avoid this, you have to know what colours mean, for example:




Red is one of the most exciting colours. Red is considered to be passionate, warm, and exciting but also aggressive. If your business is aimed at young people who want some excitement in their lives, don’t hesitate to add a few red details to your products.

Blue is the colour of intellect and credibility and trustworthy. Brands that use this colour in their visuals tell you that you can count on them. Most people claim that blue is their favourite colour and it’s always a safe option for the business. If you don’t want to make experiments, it makes an obvious choice.

Purple shades provide a sense of royalty and respect. Purple also boosts creativity. It is typically used in brands that strive to appear regal or innovative.

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Psychological Effects of Colours: Warm colours tend to be invigorating and lively. They are typically energizing and can add life to a design. Rather than blending into the background, warm colours “pop” on the screen or page and tend towards being in the forefront of a design.

According to Joe Hallock’s study, there is a significant difference in the choice of colour between genders. The study was carried out for the colours that were most favourable and less favourable.

As we can see, the blue colour is significantly favoured by both men and women, and Brown is the least liked colour.

Cultural Differences, Age, Gender and Colours: Not only that the colours have meanings in general – they also depend on elements such as age, gender, or cultural preferences. You can sometimes create the best design but it will not work in a certain environment.

The vast majority of western civilizations consider black to be the colour of death and sorrow. But it’s completely the opposite in India, where white brings such connotations. You cannot fool around with green in the Muslim world, while people in Nigeria think that red brings bad luck. If you want your design to be perfect, think about cultural preferences, too.

Age also plays an important role in colour preferences. Surveys revealed direct relations between these two elements, so now we know that older people almost exclusively like blue or white, while children love green, blue, red and yellow. If you make designs for 30- somethings, don’t overuse brown because they consider it gloomy and dull. At the same time, a 60- year-old teacher would probably consider it a perfect colour for his outfit or any other item that he wants to purchase. Design of Masterclassspace how to use attractive colours for students.

Women and men don’t look at the colours through same lenses. Both genders like blue the most but not in the same proportion, while ladies prefer purple over the green, which on the other hand is men’s second favourite colour. If we have to design website whose purpose in women empowerment, pink is go to thematic colour.

Effect of Colour on Consumer Behaviour:Colour can affect a person’s mood or thoughts, but can it also affect their behaviour. Marketers have long relied on colour to influence consumers to take certain actions. This is why signs in shop windows meant to grab passer-by attention are often yellow, and sale prices are often denoted in red.

Many of these choices are based more on tradition than hard science, but that in turn has created an expectation among consumers. When consumer see a red price, they assume that whatever they’re looking at is on sale or clearance. When they see a yellow sign in a window, they take a moment to read it because they expect it will include pertinent information (yellow draws attention).

Companies can make a fortune in case they are able to choose perfect branding colours in the right moment. Although this sounds tempting, it’s not so easy to do it. Designers need to know even the smallest details concerning the colour schemes, correlations, and meanings to be able to produce fresh and exciting solutions

Designer should start with what we call a “Golden Ratio — 6:3:1 Rule”. The principle of 60 percent + 30 percent + 10 percent is the best proportion to achieve colour balance. We have to choose a dominant colour and use it in 60% of the space, a secondary colour in 30% and a final colour in the remaining 10%. It can ease the eye of users to move from one point to the next comfortably.

Another considerable aspect is “Colour in Typography”. Most of the UI is white nowadays, all focus on making the interface as minimal as possible. So Typography is another important element.

By Shubham Kumar
Sr. Analyst

In fact, in a survey by Tyton Media, 48% of people said that the website design of business was their number one factor in determining the credibility of that business. So not only is good design directly tied to success, but it’s also tied to trust.

Good design is good business, as good design:

Makes a strong first impression: In the digital age, companies only have a matter of seconds before a customer makes up their mind. Those few seconds are crucial because they can make or break a sale – and design plays a huge role in the deciding factor.

Studies have shown that visual appeal can be assessed within about 50 milliseconds. This boils down to the fact that designers have to make a good impression within the space of 50 milliseconds.

Good design starts with a strong brand. For example, a well-designed logo is an important part of a company’s brand. A great logo design can be the difference between blending in and standing out from the competition. But while we often recognize the value of a great logo, we don’t always prioritize it.

In fact, entrepreneurs aren’t the only ones who make the mistake of using generic logos- businesses of all sizes sometimes use logo shortcuts, only to find out that it’s even more expensive to rebrand later. After all, memorable logos are 13% more likely to get consumers’ attention, and 71.6% more likely to get a positive response from consumers.

Broadens your target audience: Design can help you market a brand to a whole new category of people just through simple changes in the design.

Imagine that you owned a business that marketed a product that was predominantly targeted to women, but you really wanted to tap into a male market. Mixing up the design of your packaging to appeal to a more masculine demographic could be key to transitioning your brand.

A study by The Design Council determined that design-alert businesses are “twice as likely to have developed new products or services”. So, consider where your brand could extend to with just a few stylistic adjustments.

Reflection of professionalism: When people work with a company, they want to know they’re working with professionals. Investing in the professional design shows that your business values professionalism and sends a powerful message to potential clients or customers. You only have one chance to make a first impression, and using a professional designer helps you make it as effective as possible. Investing wisely is key to sustaining and growing your business, and design is no exception.

New business owners have sticker shock when they think about how much a logo design costs. They often incorrectly believe that a good logo will cost thousands or tens of thousands of dollars. As a result, they sometimes buy pre-made logos in an online logo store or try a do-it-yourself approach which sometimes instead of looking professional looks amateurs.

Promotes brand consistency: Consistency is arguably the key rule to a successful brand, and therefore, a successful business. I know, it seems like a deceptively simple and easily reinforced rule, and it can be, but only when you have a good, strong handle on design.

Consistency is key when it comes to creating a cohesive brand. It would be strange if Facebook decided to change up its logo depending on the day. The Facebook’s logo is more than just design elements for the companies, they’re a part of their brand. Because those designs are so memorable, it’s hard to imagine them changing, and that’s a really good thing.

Good design is about using colours, shapes, textures, space, forms, images, and content in a harmonious, balanced and consistent way.

Sets you apart from the crowd: We occasionally buy a product simply because it looks nicer than the alternative, be it a copy that has a nicer cover, or a new brand of shampoo that has an interesting label. When it comes down to similar prices, similar functions, our hand will go toward the more aesthetically pleasing option.

Chances are that for whatever product or service your business revolves around, many other people are offering exactly what you do, perhaps in the same price range, with the same benefits etc. So, what can set you apart from your competition is a sleek design.

As Steven Bradley says, “Human beings have an attractiveness bias; we perceive beautiful things as being better, regardless of whether they actually are better. All else being equal, we prefer beautiful things, and we believe beautiful things function better. As in nature, a function can follow form.”

Is the key to generate social media buzz: Many of today’s marketing efforts are done on social media platforms. Whether it’s Facebook, Twitter, Instagram, LinkedIn, or any other platform, social media is one of the best ways to connect to customers, go viral, and make a name for your company.

Buffer, in their Twitter engagement research, found that tweets with images received 150% more retweets than those without any images. A closer look at these images showed that companies often took the time to post something more than a stock photo. A well designed post makes your brand memorable.

Builds customer relationships: Since relationships are based on emotion, customers are often emotionally connected to a company.

A study has determined that badly designed websites are often not read, trusted or visited for any length of time. “Poor interface design was particularly associated with rapid rejection and mistrust of a website,” the study states. In cases where the participants did not like some aspect of the design the site was often not explored further than the homepage and was not considered suitable for revisiting at a later date.

If you look at the SiADigital site, for example, you’ll see that we leverage this in many ways. Good design makes it easier to create emotional connections.

Makes you money: We pointed out that good design is good business and hopefully, you’re beginning to understand why that’s true.

Ultimately, good design increases your company’s value, boosts sales, and puts your business in a better financial situation. Through building trust, making strong first impressions, building customer relationships, and even executing successful campaigns, good design helps make your business more profitable.

At the end of the day, the technology or the differentiating factor in your business can only take you so far.

Even though your business is small today, a good design can help it be big tomorrow. It motivates people to take action. A call to action is a super useful tool that is given to you when you invest in good design. Motivate your audience to take action and click that button, buy that product, share that image – whatever your goal is, a good design convinces them to take a step forward.


On Economic conditions and Jobs: According to the Monmouth University Poll, a half report dealing with shortages of supplies and food, 4 in 10 have suffered a loss in income. New data from the Centre for Monitoring Indian Economy (CMIE), said that salaried jobs took a big hit during the COVID-19 lockdown, with the total loss estimated to be at 18.9 million during April 2020-July 2020. While salaried jobs are not lost easily, once lost they are also far more difficult to retrieve. Therefore, their ballooning numbers are a source of worry. While jobs have recovered, this recovery has left out healthier, salaried jobs.


Media reports have been awash with painful stories of the salaried class – layoffs across sectors, salary cuts and delayed increments. But beyond this, there have been two strong data points on how badly formal employment has been hurt. Firstly, according to corporate filings from 40 leading BSE 100 companies for the quarter ended June 2020, employee costs reduced sharply in the services sector and non-essential manufacturing. Secondly, a sharp rise in withdrawals by Employees’ Provident Fund Organisation (EPFO) subscribers – which is again limited to formal sector employees. The substantial increase in withdrawals is likely sparked by three factors, according to government sources. These are: pandemic-related job losses, salary cuts and medical expenses.


On Productivity: Work from Home (WFH) is the major change that has become a part of our lives. Well, honestly speaking it was never a new concept. Many IT companies in the West and even in India has been practicing it with perfection. Covid-19 has taken it to another level with almost all companies asking its employees to WFH.

How productive are you when working from home in comparison with working in the office?

Remote working does have its challenges. In a survey almost half of all respondents see a lack of personal interactions with colleagues and clients as one of their biggest challenges – about 20% even worry about their mental well-being as they often feel isolated when working from home. When it comes to distractions, about a third see being distracted by their kids or family as one of the biggest challenges. About 16% do not have a designated workspace at home, which exacerbates the disturbance and distraction from their family members.

On Social Life: A corporate person’s social life in a weekday is all about team meetings, client meetings, team exercise, and other activities and the weekend is all about hanging out with friends and family’s activities like movies, clubbing, shopping, etc. The Covid-19 pandemic has completely altered urban life. All across the globe, the lockdown has meant people are barely using public transport, city centre offices have been left empty while people work from their homes, and high-streets are deserted. Social distancing measures put in place to fight Coronavirus have disproportionately increased the value of private amenities, while decreasing the value of public amenities, such as theatres, cinemas and pubs. Social life has come to standstill and lack of these recreational activities has crated mental fatigue.

On Personal life and Family Responsibilities: We have become more hygiene conscious. People have started taking personal hygiene more seriously. The ritual of washing hands, sanitizing things before use, that started as a compulsion is becoming a habit. According to the IANS C-VOTER Gallup International Association Corona Tracker survey that was conducted recently, a mammoth 87.2 percent of Indians have become vigilant towards their hygiene during Covid-19 lockdown. Health and hygiene brands have risen to the occasion and have started massive campaigns to spread awareness on cleanliness.

WFH has provided the opportunity to spend more time with families which usually lack in the life of a corporate person. The culture has seeped into our living rooms with people, juggling between cooking, parenting, and working at the same time. Fear of job loss has led to a spike in upskilling activities. Online technical courses have witnessed huge enrolment.


The whole world is in a complete lockdown. But as they say challenges create opportunities. Covid-19 may have turned our lives upside down but it has certainly provided an opportunity for all of us to rise to the occasion during these testing times. A first look at these changes reveals that people from all walks of life have imbibed the alterations. Digital life has become a detox. Watching live you tube shows for hours have become popular. Similarly, people are getting used to WFH culture.

Bringing a cultural shift in the mind-set, having a proper communication approach, making use of digital platforms to stay connected is the need of the hour. Apart from this, following the necessary precautions and bringing in basic health measures at the workplace such as proper sanitization & deep cleaning of all areas.

By Shubham Kumar
Sr Analyst