May 1, 2024
min read

Rainbow Effect: How Deadly Sins Affect Web Design Color Choices

Never thought about color associations as capital vices? Unveil the hidden psychological technique from design pros for your projects. Influence the viewers with only the desired effects.

Everything we design provokes emotions, and for this purpose, color is the most powerful weapon in our arsenal. Armed with finely tuned palettes, designs engage audiences, leading to higher sales and brand awareness. Let’s keep it as a base.

For years, Uni has been contributing to cutting-edge tech, delivering unmatched digital solutions. And now we’ve prepared an article to address the design fundamentals’ core—color associations. The most comprehensive way to deliver it is in the form of the 7 Deadly Sins colors theory. Bold? Intriguing? Fascinating? Let’s hurry up to proceed.

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Why Do Connotations Matter?

We won’t start from the basics, for instance “What is a color wheel?” We know, that you know, as choosing harmonious color combinations is not a big deal. Any intern designer could succeed in it.

The other case is matching colors with how people feel about the product, intertwining color with emotions, narratives, and associations. In other words, colors become more than pleasing imagery, they convey the message as loudly as words.

A good design always uses the meaning of colors as well as their psychological impact, otherwise, it disserves the business:

  • Companies often unintentionally make people feel things they didn't want them to, spoiling marketing efforts.
  • Poor color selection lowers conversion rates, increases bounce rates, and damages brand reputation.
  • With the wrong hue, the target audience might misinterpret the message, and the opportunity to engage will be lost.

Why does this happen? How to choose colors for website? Let’s dive into the issue deeper.

Sins Colored With Tints

Although there is no fixed practice to link colors and sins, psychologists prove that colors influence emotions. Let’s overview the rainbow colors in this aspect.

Red – Wrath

Red is undeniably a powerful color. It evokes passion, love, and at the same time aggression, peril, and hate. In nature, red things signal danger, that’s why alert or error signs in web design colors are often marked with red.

Moreover, red draws extra attention. So if this is your goal, red is your number one choice. Use it to announce sales, discounts, and mark headings, as it draws attention and might create a sense of urgency.

Orange – Gluttony

Orange is often followed by a luscious association with gluttony. It’s bright, active, and provoking appetite.

As a vivid blend of yellow and red, orange is among the popular colors in web design for food-related companies. Additionally, it makes you feel cozy and pampered as if you’re curling up at the hearth.

Yellow – Greed

Yellow is the brightest of them all, resembling sun, summer, and cheerfulness.

However, it could be controversial, as yellow is often called the color of greed. Usually, it marks low-budget discounted products. Some say that it’s because it encourages user greed, but we’re sure that it’s catchy enough for mass products. It makes users feel an immediate need for the products.

Green – Envy

When people look at green, they often think of peace, health, and nature. On the other hand, psychologists add to bluish hues of green negative interpretations, linking it to jealousy. What color is envy? Green, for sure.

Websites may use a touch of envy by marking a members-only section with green. It will encourage users to join the club.

Light Blue – Sloth

Sloth is often linked to apathy and idleness. Maybe this is the reason why light blue being the most tranquil color, the color of the sky, is associated with sin.

Yet the positive associations of light blue website colors make users feel more relaxed. It’s crucial for some industries like leisure, education, etc. since users want to stay longer and really get into the content.

Blue – Lust

Although reddish tints are often considered the color of lust, the blue guess is more profound. It’s often associated with reliability and steadiness, which can evoke a strong desire for it.

However, in the context of partnerships, this color shows depth and understanding, while also promising constancy and reliability. That’s why many financial services like banks and insurance companies opt for blue branding for their services.

Purple – Pride

For many centuries purple has been a sign of affluence, nobility, and power. It’s deep and complex, suitable for rulers, magicians, highest priests, etc.

A company's brand can be elevated by the strategic use of violet hues in design. Purple underlines the company’s self-awareness and, in general, high-end products and services. The color violet conveys that the brand is exceptional, inspiring pride in both customers and colleagues.

And a Little Bit More

Good design implies more than it shows. That’s why designers should consider color psychology in their works. For example, by understanding the seven deadly sins colors impact our decision-making, designers create visually stunning, self-efficient stories.

Uni is full of ideas to shatter the boundaries of the industry. Strike a chord with consumers — join our newsletter for the latest trends, insights, and exclusive articles. Stay ahead of the curve!

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Dmytro Dzandzava
Delivery Manager
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