Does colour matter?

The answer is probably, but not enough is known about its precise impact. From a point of view of aesthetics, some surveys look better than others because of the colour and the overall design. Using different colours can make it more difficult or easier to complete a survey. The idea that colours can change our emotional context is not new. For example, the colour red tends to make us more inspired or motivated to act. Some research suggests that men pay more attention to women using a strong emphasis of red, either in the background or foreground. Then there is the cultural context of colour. White typically has a meaning of purity and simplicity among Western Countries. In my view, colour does have a role to play. But we need to do more to understand how it can be used to have a positive impact on the survey taker’s user experience and ultimately, the quality of survey response.