Colors have different effects on the viewer. Depending on gender, culture, age, fashion and personality, the preference for certain colors can differ.

Pink has an energetic, stimulating and active effect. Blue, however, is serious, calm and technical. A high contrast strains the eye, a low one worsens readability. Bright colors can highlight important content, but as a background they are perceived as distracting.
The use of color becomes more important when we want to reach users who have a limitation in their vision. The largest group with about 5% are people with deuteranopia (green blindness) and protanopia (red blindness). Here, information cannot only be communicated via colors, but needs supporting additional coding, such as size, pattern, underlining and textual cues.

Our task is to use knowledge from physics, neurobiology and psychology to use colors in a targeted way. To guide users through complex processes and to enhance the user experience.