Users are attracted by color, making it an important part of UX design. Jan Hallock’s research has shown that color preferences are gender-dependent, with blue being the most popular color with both sexes while orange is the least liked. Also, men prefer strong colors but women preferred softer shades. Therefore, designers should use colors that are not only preferred by users but also ones that raise user standards and behavior. In application design, the majority of people first check the colors prior to buying, as color reflects their personality. For example, a wristwatch like G-shock has strong colors that attract users of cool objects. Colors are useful for product recognition and so it is important to select colors that represent the emotions, ideas and personality of a business and yet differ from those of the competition. A company’s colors help it stand out from the crowd and this is obvious in the food and beverage industry, for example McDonalds and Starbucks have very distinct designs and colors that are instantly recognizable and cater for their customers. Blue produces feelings of trust, relaxation and security – and the different shades generate different emotions. Pink is generally associated with sweet/sugary items and generates feelings of joy and playfulness. Black is the strongest and most desired color as it represents both power and seriousness. Red represents danger and importance but also romance – it is usually used to grab the attention of users. Green represents nature and, if used properly, it automatically catches the eye. It is a popular color in the organic food and beverage industry. Color psychology can be used to select the correct color for a brand that also plays on user emotions and as a weapon against the completion. Moreover, color psychology helps designers understand that there are ugly/beautiful colors, that colors actually lie on a color circle, color is seen by humans, and that color preferences differ from one person to the next. When all is said and done, designers must first get user feedback at the outset of the design process in order to produce an improved user experience.