Have you ever paid much attention to dashboard color and its effect on people? Colors are very powerful but very few of us actively leverage that to create awesome performance dashboards and reports. Just take a look at some examples that are floating around many organizations. Screens often induce headaches and are more colorful than a David Hockney painting. The result? Business people either do not effectively find the information that they need or they simply disregard an object because it looks terrible. Let’s face it – Dashboard color does matter!
Lessons from photography
Business analytics professionals need to have a basic understanding of colors. At a very minimum, we all need to be aware of the fact that dashboard color plays a huge role in user acceptance. Honestly, I never paid much attention to this until I got serious about photography. To shoot better photographs you need to understand colors and their effect on eyes and mind. The purpose of this post is to share some of the basic ideas. The next post will apply these basics to the design of Business Analytics applications.
What does color do? At the most basic level, it can send powerful signals. Think about the colors of a traffic light: Red means stop. Red indicates danger but also power (look at some of the world’s largest brands….they use red). Yellow is vigorous and insistent. Green means go. Green is also positive. Look at the photos below:
The warning sign above sends an aggressive and strong signal. Compare this to the photo below. Isn’t that positive?
MIXING COLORS But colors usually do not come isolated from each other. They go together. Some colors create harmony. Other combinations simply hurt. Others create a nice contrast. We should therefore be very careful about choosing the right colors. To understand how this works, look at the classic color wheel below. Basically all colors can be mixed through these six elements:
When you pick colors from opposing sides, you can create nice contrast (e.g. Blue and Yellow, Red and Cyan). Contrast makes things stand out. On the other hand, you could also create harmony by choosing colors that are right next to each other on the color wheel (Yellow-Green; Yellow-Red). See the examples below:
Mixing colors therefore is not trivial. A little knowledge of the color wheel can help you achieve nice effects. Use the color wheel to your advantage! NO COLOR AT ALL Sometimes we don’t need colors at all. There are cases when a black and white photo works better. The lack of color allows us to bring out the nuances and it helps to focus on the important things. Take a look at the example below. The colors in the first photo do not really add a lot of value. Actually, they make the photo look dull and boring. The castle itself looks dull, too.
Now look at the same photo as a black and white: Suddenly the amazing structure of the castle really stands out. The dull sky is now adding value as well. We can see the rain coming down and it really adds to the atmosphere.
So much for the basics. But what about Business Analytics? Stay tuned for some lessons next week. That post will apply these basic insights to our management dashboards and reports. In the meantime, if you have a chance pay attention to colors over the next few days.