Use Color With Purpose

Why Color Should Be Intentional

Color is one of the most powerful tools in a designer’s toolkit. Used well, it guides attention, communicates hierarchy, supports accessibility, and reinforces brand personality. Used poorly, it can confuse users, reduce legibility, and undermine trust.

Start With a Consistent Palette

A consistent palette creates visual harmony and supports brand recognition. Most systems define primary, secondary, and neutral colors. These can be adapted to both light and dark backgrounds. Material Design provides an example of this structured approach.

Pratik Jivrajani also recommends limiting your palette to reduce complexity and maintain clarity. Read his guide on color patterns.

Ensure Accessibility

Approximately 2.2 billion people globally have visual impairments. Designers must consider this when choosing colors. Use strong contrast between text and background, and do not rely on color alone to convey meaning. The WCAG guidelines and tools like the WebAIM contrast checker can help ensure compliance.

For a more human-focused explanation, Crux Collaborative's article Understanding Color Blindness explains how color perception varies and what you can do about it.

Understand the Meaning of Color

Color is not neutral. It communicates emotion and meaning, which vary by culture. White means purity in some places, but mourning in others. The Psychology of Color article from Bean Machine dives into how cultural context affects design choices.

Quick Reference: Color Do's and Don'ts

• Use a consistent palette across your product
• Define semantic color roles (e.g. primary, warning, background)
• Check contrast for all text and UI elements
• Don’t rely on color alone to communicate status or meaning
• Limit the number of highlight colors to reduce visual noise

When applied intentionally, color can elevate your design from functional to delightful. It helps users focus, feel confident, and navigate content more easily. Documenting your palette and using it consistently is key to scalable, accessible, and trustworthy design.