The Impact of Color Schemes Inducing Visual Complexity on Memory; 시각적 복잡성을 유발하는 배색이 기억에 미치는 영향

Abstract

Background This study aims to analyze the impact of visual complexity induced by color schemes on memory performance and propose effective color design strategies for memory enhancement. In today’s highly competitive visual communication environment, visual elements must not only capture attention but also be retained in memory. However, excessive complexity can hinder memory due to increased cognitive load. Therefore, this study focuses on identifying the optimal level of color complexity that facilitates memory formation. Methods Color stimuli were categorized based on the number of colors (monochromatic, two-color, three-color) and color scheme types (analogous, contrasting). Memory performance was measured by presenting color stimuli briefly, followed by a distraction task and a selection test among altered versions. Alterations included variations in saturation and lightness. The experiment was conducted through online surveys with a total of 156 valid responses. Statistical analysis was performed using the Kruskal-Wallis test to examine the significance of differences in memory accuracy and error patterns across conditions. Results Although there was no statistically significant difference in memory accuracy based on the number of colors, two-color combinations showed the highest accuracy, suggesting that moderate visual complexity aids memory. Among the color scheme types, analogous schemes yielded significantly higher accuracy than contrasting and monochromatic schemes (p = 0.005), likely due to reduced visual and cognitive load. Additionally, high-saturation stimuli were most frequently selected as incorrect answers (p < 0.001), indicating that saturated visuals tend to distort memory and lead to overestimation in recollection. Conclusions The findings highlight that both overly simple and excessively complex color combinations can reduce memory performance. Instead, moderately complex and harmonious color schemes—especially analogous ones—are more effective for memory retention. Furthermore, designers should avoid excessive saturation, which may lead to memory distortion. These results suggest guidelines for color scheme planning in design and branding contexts to optimize memorability and cognitive efficiency. © 2025 Elsevier B.V., All rights reserved.