Colours can be deployed in surveys in different ways and may evoke different emotional reactions.
- Font colouring: manually adding colour to the font of your question texts or answer options.
- Theme colouring: customising the overall survey theme including e.g. overall background colour, font colour, question background colour.
- Image colouring: questions and answer options may both contain images and dispense with text altogether if desired.
These colouring options can be based on various motivations or goals. Coloured company logos for instance tend to aim at ensuring brand awareness and recognition. Organisational colours may dominate survey themes to elicit comfort and trust in respondents. Images within question texts or answer options may be used to visually simplify the effort for respondents when testing brand, packaging or advertisement alternatives.
This is just a small fraction of possible application areas; however, determining the extent of benefits or detriments is strongly case-dependent. Factors that determine whether colours in surveys lead to higher or lower response rates and better or worse response quality are characteristics like target audience culture, residence, age, gender, but also respective survey format, e.g. market research survey or survey quiz, and survey goal such as strict data retrieval or entertainment purpose.
Therefore, the question remains whether to use colours in surveys and possibly how to.