Color psychology is the study of how certain colors impact human behavior. Otherwise known as color theory, colors impact each individual differently based on preference and cultural background. Today, color psychology is used mostly in advertising. Some brands have even gone as far as trademarking a specific color that is associated with their business. Colors are chosen very carefully in advertising because of the associations that our brains make with them. Let’s look at the basic colors and see how they invoke certain associations.
1. Red: this color is associated with energy, confidence, passion and love. It’s vibrant and grabs the attention of the viewer. It can also invoke anger and danger. You will often see them blended with softer colors to pop. Red has been known to actually increase the viewers heart rate and blood pressure.
2. Orange. This color is a ‘friendly” one. It has been shown to invoke a cheerful, playful atmosphere and it carries with it a sense of youthfulness and vitality. We painted our home gym a peach color to elicit feelings of energy for example. Positive emotions and enthusiasm are charged in the presence of this color.
3. Green. This is my personal favorite color. Give me all the shades! I love it. It’s associated with health, serenity, money and eco-friendly brands nowadays. It’s a soothing and welcoming color.
4. Blue. This color can be easily associated with water and thus, signify tranquility and relaxation. One must be careful as certain shades of blue resemble sadness but light blue is typically known as one to show dependability, trustworthiness and security.
5. Purple. Think about something in nature that is purple. How long did it take you? Purple is typically a color not as common as the others that occurs naturally in the world. Flowers are about the only thing that came to my mind first when I asked myself that same question when writing this. It has strong overtones of mystery, luxury, creativity, and imagination.
6. Yellow. This bright color is attention grabbing. It carries with it, optimistic feelings but one must be wary of overuse as it can become abrasive. It a cheery color and has been known to increase metabolism.
Colors can impact how your audience sees your brand. That’s why many companies go to great lengths to test their advertising campaigns. It is most important when choosing your brand’s overall logo. This is what people will associate with your brand. Choose your colors wisely so that it invokes positive feelings from your audience.
