Colors and their effect on us - Part 2: Secondary colors

Colors and their effect on us - Part 2: Secondary colors Oct 23rd 2020

Oct 23rd 2020

Colors and their effect on us - Part 2: Secondary colors

In Part 1 I examined the primary colors; blue, red and yellow. You would think that these primary colors are ruling the game, but secondary colors are actually killing it at the moment - except blue, blue is just the best.


Green is a color which makes us almost instantly think of the nature or other environmental aspects. It can also be associated with learning and for example Duolingo uses it as their dominant color. Along with blue, many financial apps use green as their color as well. This could reflect from the most common though of a color when it comes to money - green. When taking a look at Apple only, their ”Phone” and ”Text messages” apps are green as well, in addition to the very popular message app WhatsApp. This could be due to the functionality effect that green also has. Finally, one of the categories that has kept a certain color pattern for a long time (red and orange), has also started to add a little green to their scheme - the Food & Drinks category. The top-lists from SensorTower show that the most common categories where green exists, were Business, Education, Finance and Food & Drinks. 




As briefly discussed in Part 1, orange is actually more popular than one of its mixture colors; yellow. When you think of yellow apps, how many come to your mind? Snapchat, sure, but any others? Then again think of orange ones - I can immediately think of at least 5. And if not totally orange, it is more usual to bump into a gradient of orange and red or orange and yellow in an app instead of just plain yellow. Many apps that are Apple’s own, are actually orange or a gradient, for example Find my friends, Tips, iTunes U, Pages and I Books. The psychological side of orange is quite similar to its mixture colors yellow and red. It associates with cheerful feelings and creativity. Along with red, orange is actually one of the colors that increases people’s appetite and interest and is thus used in many types of advertisements - as well as in icons. The top-lists from SensorTower show that the most common categories where orange shows were Books, Food & Drinks, Music and Sports.




Purple is a very trendy color. For example Instagram has over the years changed its brownish/grayish color scheme to a purple/orange/reddish one. Purple can also be a luxurious and royal color. While doing my research, I didn’t actually find that many apps with purple, but some apps like Instagram have used purple as one of their gradient colors. However, when analyzing the top-lists of SensorTower, I found that the category of Entertainment was by far the most common category of purple icons, including Roku and HBO Max from the Top 10.




Black and white aren’t technically colors, but do still hold a very essential place in this competition. White is more of a common background color, since you cannot use only white or different shades of white in an icon. However, white is a very popular background color among many apps, most of being in the category of Business. In general white represents pureness and simpleness. Black however makes a bit more of a statement than white, even though it is as much used as a background color. Black is a very cool, bold and luxurious color which is used for example in Uber, Netflix and TikTok. Black can also be associated with power and mystery, which makes the user more interested. When comparing top apps at the moment, black is a very dominant color in categories such as Entertainment and Sports. 




As a conclusion, colors do make a difference whether used correctly or not. It makes the user think a certain way without them even knowing, since colors really do associate to certain things. So never just throw on colors you like - throw on colors that represent the app.


Try Geeklab and improve your marketability

First slide

Miira Vehviläinen

  • ASO Specialist

brand shape elementbrand shape circle

Related Stories

11 ASO Mistakes

ASO is a very new thing to many companies and thus, there... Read More

11 ASO Mistakes
Miira Vehviläinen
Drawn on Nov 25th

Push notifications - How to use them efficiently

Have you ever wondered the core reason of push notificati... Read More

Push notifications - How to use them efficiently
Miira Vehviläinen
Drawn on Nov 10th

ASO vs. Influencer Marketing

Approximately 10 years ago, digimarketing started using t... Read More

ASO vs. Influencer Marketing
Miira Vehviläinen
Drawn on Nov 4th

Colors and their effect on us - Part 1: Primary Colors

Coloring is an essential part of the branding process, si... Read More

Colors and their effect on us - Part 1: Primary Colors
Miira Vehviläinen
Drawn on Oct 21st

Suomalaiset opiskeluapplikaatiot ja niiden kehityskohdat

Ajat joita elämme, on laittanut kaikki meistä tilanteis... Read More

Suomalaiset opiskeluapplikaatiot ja niiden kehityskohdat
Miira Vehviläinen
Drawn on Oct 15th

How many people have installed iOS 14?

iOS 14 adaptation rates are coming in fast. After just a ... Read More

How many people have installed iOS 14?
Jesse Lempiäinen
Drawn on Sep 29th

How to validate your marketability with Facebook campaigns!

Setting up campaigns can seem to be an overwhelming techn... Read More

How to validate your marketability with Facebook campaigns!
Jesse Lempiäinen
Drawn on Aug 11th

How to setup an ASO Facebook Campaign!

Setting up campaigns can seem to be an overwhelming techn... Read More

How to setup an ASO Facebook Campaign!
Jesse Lempiäinen
Drawn on Aug 11th

Top 5 Apps in July - Action Games

In this new series, I am going to analyze different App c... Read More

Top 5 Apps in July - Action Games
Miira Vehviläinen
Drawn on Aug 1st

ASO Vocabulary - First steps in becoming an ASO Specialist

ASO

App Store Optimization, improving seve... Read More

ASO Vocabulary - First steps in becoming an ASO Specialist
Miira Vehviläinen
Drawn on Jul 13th

Make it stand out - How to make an App: Part 3

In order to make your App ... Read More

Make it stand out - How to make an App: Part 3
Miira Vehviläinen
Drawn on Jul 6th

Screenshot Trends - What is next?

Screenshots are an essential part of alluring users in do... Read More

Screenshot Trends - What is next?
Miira Vehviläinen
Drawn on Jun 29th

Set your goal and brainstorm - How to make an App: Part 1

Today Apps vary from so many categories to another. You c... Read More

Set your goal and brainstorm - How to make an App: Part 1
Miira Vehviläinen
Drawn on Jun 24th

Apple WWDC 2020: ASO recap

Due to the current situation, Apple kicked off its annual... Read More

Apple WWDC 2020: ASO recap
Jesse Lempiäinen
Drawn on Jun 23rd

Am I a gamer?

I scrolled through my iPhone's screen time the other day ... Read More

Am I a gamer?
Miira Vehviläinen
Drawn on Jun 18th

Perfecting the Finished Product: Why A/B Testing is a Vital Step for Your Digital Marketing

Today's digital marketplace can be an overwhelming experi... Read More

Perfecting the Finished Product: Why A/B Testing is a Vital Step for Your Digital Marketing
Jani Torppa
Drawn on May 30th

Custom Details Page (CDP) by Google Play. What will it change?

Regardless of the number of ads you run, in most cases, t... Read More

Custom Details Page (CDP) by Google Play. What will it change?
Jesse Lempiäinen
Drawn on May 29th

Mobile Apps: What are the next industries to benefit by shifting their operations to apps?

Everyday, we are taking more and more steps towards mobil... Read More

Mobile Apps:  What are the next industries to benefit by shifting their operations to apps?
Jesse Lempiäinen
Drawn on May 22nd

Case Study: How Rovio decreased their user acquisition cost by 20%

Rovio has been using Geeklab for both ASO A/B te... Read More

Case Study: How Rovio decreased their user acquisition cost by 20%
Jesse Lempiäinen
Drawn on May 20th

The Ultimate App Submission marketing guideline 2020

Screenshots come in multiple sizes. Big and small, portra... Read More

The Ultimate App Submission marketing guideline 2020
Jesse Lempiäinen
Drawn on May 19th

Improve marketability, save millions


At its core, improving marketability m... Read More

Improve marketability, save millions
Jani Torppa
Drawn on Apr 18th

Why and how to add a Facebook Pixel to Geeklab

Facebook pixel is a tool that allows external application... Read More

Why and how to add a Facebook Pixel to Geeklab
Jesse Lempiäinen
Drawn on Apr 18th

3 production phases to run ASO in 2020!


App Store Optimization is crucial, but... Read More

3 production phases to run ASO in 2020!
Jani Torppa
Drawn on Apr 17th

Why you need to focus on your icon!

The one single element that follows you through the entir... Read More

Why you need to focus on your icon!
Jesse Lempiäinen
Drawn on Apr 16th

App Store Optimisation, what and why?

Imagine if Coca-Cola had the opportunity to single-handed... Read More

App Store Optimisation, what and why?
Jesse Lempiäinen
Drawn on Apr 15th
brand shape elementbrand shape circle

Want to save millions?

Of course you do, get in touch and let's get started.

– or –