When the first games emerged, they were made of simple elements, often on black screens, without depth, sometimes no audio, and certainly no color. Technology has evolved immensely since then.
To create a memorable and immersive gaming experience, game designers take time to develop each portion of the game based on a set of universally acceptable rules. The role of visual design, including color selection in gaming, cannot be ignored and is now a core expectation of any gaming product and, consequently, business success.
Fundamentals of Color Psychology
Human beings are, by design, creatures of vision. Our eyes determine our window of focus and prequalify what we pay attention to. Sometimes, what we focus on boils down to color. Regardless of the hue, how vibrant, intense, or dull an object is determines how we experience it. Over time, color theorists and designers have paid attention to how we interact with color and have developed what is universally known as color theory.
Color theory is the study of how human beings perceive color. It’s both an art and a science, covering the hues extensively naturally existing around us, artificially created colors, and psychological associations with specific colors.
There are different color mixing models, with the color wheel that contains three primary colors, red, yellow, and blue, being the most common. Mixing these colors in various portions yields all other colors.
- Red is associated with excitement, power, passion, anger, and warmth.
- Yellow is associated with optimism, happiness, and hope.
- Blue is associated with sorrow, expansiveness, and calmness.
However, most colors aren’t used in their purest forms. Designers and artists vary the value and intensity of colors to achieve a specific finish. Furthermore, while a color by itself is harmless, its context varies and can affect the message.
For example, Asian brides wear red because it’s an auspicious color in their culture. However, red in the South African and Kenyan flags symbolizes the bloodshed in the struggle for independence from colonial rule.
Color applications in iGaming platforms
Colors evoke different feelings based on saturation, value, brightness, and how they interact with other colors placed next to them. Harmony is essential when working with colors. Without it, color tends to irritate the eye or send the wrong message.
A balanced and aesthetically pleasing color pallet creates a better user experience, improves brand identity, and enhances accessibility. Designers use color harmony to prevent visual exhaustion for users. Using color contrast ensures accessibility to different parts of the site, boosts website navigation, and improves readability.
Furthermore, color choices influence brand perception. For instance, environmental brands use green, while tech companies generally use blue. Overall, businesses retain consistent color palettes throughout their products to ensure clients associate them with similar colors.
Color applications on iGaming platforms may vary, but generally, you may notice the following.
- Lobby and game selection screens: First, the first portion of the lobby, besides the menu, often has a bold color to usher you in and inform you about the welcome bonus, recent games, and promotions.
- The in-game environment. The themes here are mostly monochromatic, though the focus is usually on the main character to provide better readability and character navigation.
- Call-to-action buttons and promotional elements: CTA buttons and promotions usually use bright colors against duller backgrounds to make them easier to find and notice.
Impact of Specific Colors on Player Behavior
Red: Excitement and urgency
Research has shown that red is a strong and arousing color. In gambling environments, it induces more risk-taking, higher stakes, and more frequent bets. Red is commonly used in “hot” slots and high-stake environments to stimulate the feeling of a physical casino and encourage players to bet more.
Blue: Trust and stability
Blue is often used in environments that want to communicate trust and stability. Therefore, its often found in payment gateways, including payment processors. It’s also common in poker rooms to create a sense of security.
Green: Luck and financial themes
Green is traditionally associated with tabletop games in casinos. Therefore, it’s retained as the background for most card-based casino games. It’s also used to display jackpots and winning combinations.
Gold/Yellow/Orange: Luxury and winning
Yellow is often associated with gold and luck. Therefore, it’s commonly used in VIP and high-roller sections in casinos. It’s also used to highlight bonuses and special offers.
Case Study: Color Usage in Jackpot Capital Casino
Jackpot Capital is a predominantly blue and orange site. As soon as you open the site, you immediately notice the contrast between the two complementary colors and how they help identify the main bonuses and the “play now” (orange) and “sign up” (blue) buttons on the top right corner of the page.
The fonts on the blue and orange backgrounds are white for easy readability, while the font on the white menu at the top is mostly black except for the casino logo, written in red and orange. As usual, the bottom section of the page is black, with white font for quick links to other site pages.
The theme remains consistent as you scroll down the home page. The orange font is used against black-and-white backgrounds and buttons for emphasis. The colors align with industry best practices. Blue is a calming color that induces trust. Orange is a vibrant and fiery color that demands action on (calls to action) CTAs and buttons, while black creates a feeling of luxury and makes it easier to read blocks of text.
Color Psychology in Responsible Gaming
Since colors affect human behaviors, it’s possible to apply them to encourage responsible gaming.
- Using cooler colors, such as blue, induces calmness and slows decision-making. The result is less risky gambling.
- Implementing color-coded warning systems, such as red for alerts for time and spending limits, helps online gaming and casino players know when to quit.
- Creating “cool-off” zones with soothing neutral colors makes it easier for players to take breaks in between game sessions.
Conclusion
Human beings have a long relationship with color, and this connection applies to all designs in daily life. While different colors have various design applications, the fundamental rules still apply. Unless required by law, most casinos will continue to use colors to evoke specific emotions.
As a player, it’s best to understand how color influences your choices so that you can work against your biases when playing. Overall, designers should ensure the chosen color palettes are harmonious and encourage website accessibility.
