The Psychological Effects of Color

Most people do not think of color in terms of its psychological power. However, a lot of research has been done over the years to determine the impact that various colors have on the human mind. That research is often used by business to help us and by a few to manipulate us.

While a lot of us know how certain colors make us "feel" when we wear them or use them in decorating our homes, few of us think in terms of them having any kind of solid impact. There are, for example, colors that spur us to purchase. There are colors that automatically raise a warning signal in our body chemistry. There are colors the denote peace and colors that promote passion.

Children respond well to bright colors, which is why primary colors are popular with them. Teenagers respond to more shocking colors, which explains their preference for fluorescent shades, deep reds, and the blackest blacks appeal to them. Adults prefer softer tones. The more educated and higher the income, the more delicate the color preference.

When I worked with small business clients and inventors in marketing and advertising, one of the first things we always explored was color in terms of how it could be effectively used in logo development, packaging, etc. It was inevitably one of the first marketing decisions that we made.

To understand how color might be used, it is important to begin by understanding the response that color elicits within the average human being. Keep in mind, however, that there are exceptions to every rule. Not every person responds to color in the same way. This information is based on the law of averages. There will be differences from person to person, but as a rule

Yellow is a color that:

• Adults automatically associate with children.
• Demand attention.
• Is the color of optimism.
• Enhances concentration (hence the yellow legal pad).
• Speeds the metabolism.
• Is considered a "temporary" color when used in certain shades. Think "taxicab yellow" for example. That particular shade of yellow wouldn't be advisable for a bank's logo or marketing materials because they do not want to elicit the feeling of being temporary with their institution.
• When mixed with black actually causes a physical muscular drawback in human beings. Think bumblebee and you quickly understand why.
• Contrary to belief does not elicit happiness or brightness in everyone since more people lose their tempers in yellow rooms and babies with yellow rooms tend to cry more often.
• Has a tendency to reduce the apparent value of a product. You, therefore, would not want to use that in packaging products that you want to have perceived as high value.
• Is the most difficult color on the eye and, therefore, can be overpowering if used too much.
• In Asia is sacred and imperial.

Red is a color that:

• Always attracts attention.
• Is associated with strength and desire.
• Can be used to promote danger as with emergency exit and stop signs.
• Promotes violence and anger in some people.
• Stimulates buying action.
• Stimulates the appetite, which is why it is often used in restaurants.
• Is overpowering and must, therefore, be used with caution.
• Stimulates a faster heartbeat, quickens breathing, and raises blood pressure.
• Is preferred by women in a blue-based (think raspberry form).
• Is preferred by men in a yellow-based (think tomato form).
• In China symbolizes celebration and good luck.
• In India is the color of purity and is, therefore, often used in wedding outfits.

Pink - - in all shades including mauve - - is a color that:

• Produces a chemical in the brain that actually calms people.
• Causes an actually physical loss of energy.

White is a color that:

• Means purity and virginity in the Western world.
• Means death and mourning for Asians.
• Represents reverence, humility, innocence, birth, and peace.
• Denotes simplicity and precision.
• Is associated with everything good.
• Represents youth.
• Reflects light.
• Goes with every other color.
• In Eastern cultures, signifies coldness and sterility.

Blue is a color that:

• Is associated with the sky and water; things that are cool, calm, tranquil, peaceful, and clean.
• Is the color of harmony, unity, and security.
• Is liked by the widest range of human beings.
• Produces measurable amounts of tranquilizing hormones.
• Slows the pulse rate and lowers body temperature.
• Depresses the appetite, which is why you seldom see it used by restaurants.
• Is associated with truth, trust, stability, loyalty, sincerity, and dependability.
• Helps people be more productive.
• Used too much in heavy, deep tones can be depressive and cold.
• Has a high retentive power.
• For those of the Jewish faith, symbolized holiness.
• To the Chinese, blue is associated with immortality.
• In the Middle East, blue is a protective color.

Green is a color that:

• Symbolizes nature and environment.
• Is considered the color of health, youth, vigor, and renewal because it symbolizes spring.
• Is viewed by some as the color of jealousy and envy.
• Appeals to the highest market of individuals when used by itself.
• Is perceived as a spacious color; making small areas appear larger.
• Is relaxing, refreshing and calming, which is why TV uses green rooms for guest waiting areas.
• Is used to perceive high quality.
• Is the easiest color on the eye and can help improve vision.
• In dark shades is masculine and implies wealth.
• Was used in the Middle Ages by brides to symbolize fertility.
• In India is the color of Islam.
• In Ireland has religious significance (for Catholics).
• In some tropical countries is considered the color of danger.
• Is not recommended for packaging in China or France.

Orange is a color that:

• Expresses energy,
• Symbolizes warmth, enthusiasm, vibrancy, and flamboyancy,
• Gets attention quickly (think some road caution signs),
• Has a tendency to clash with other colors.
• Appeals to an amazingly high general market.
• Tends to make things appear to be less expensive than they really are.
• Has a high retentive power.
• In Ireland has religious significance (for Protestants).

Black is a color that:

• Represents sexuality, sophistication, formality, and wealth.
• Denotes elegance, mystery, and style.
• Signifies power and authority, but when used alone can be overpowering and evil, which is why villains are often dressed in it.
• Causes physical fear in some humans while stimulating anger in others.
• Implies submission, which is why priests and nuns wear it (to indicate their submission to God).
• Goes with every other color.
• Is the color of remorse, mourning, and death.

Purple is a color that:

• Is associated with royalty, nobility, and wealth and thereby can also denote cruelty and arrogance.
• Is associated with spirituality and is often used in religious ceremony.
• Is considered an exotic color.
• Denotes luxury and sophistication.
• Is considered the color of enlightenment and wisdom.
• Can appear artificial because it does not occur a lot in nature.
• In lighter shades, denotes feminism and romance.
• In a violet shade used in excess, can actually dampen the desire to purchase.

Brown is a color that:

• Is considered solid and reliable because it is the color of earth.
• Is confident and casual, as well as reassuring.
• Is a favorite color of men.
• In lighter shades can be sad.

Gray is a color that:

• Is considered conservative and traditional.
• Denotes intelligence and seriousness.

Whether using color in clothing, home décor, or business, attention should be given to color choice in order to make certain that the colors chosen adequately reflect the intention. In business, the choice of color can be critical, particularly with regard to logo design and packaging. Choosing colors willy nilly can be dangerous and certainly is ill-advised. Choose carefully, but go forth and color your world.