For years psychologists have studied the effect that colour can have on an individual’s physical and mental state and have found a strong link between colour and emotional response. Colour is a powerful communication tool that can signal action, influence mood and cause physiological reactions. When selecting a colour for your design, it is important to consider that your choice may affect how your brand is viewed and whether you will get the response you intended.
Researchers have found that each colour can trigger certain feelings, effects or messages. That said, personal experience, preference, age, gender and cultural background can also alter the typical response. For example, in some cultures black is considered to be a colour of mourning, while in others, it is white. Another thing to consider is the shade of a given colour. For instance a pale blue can be associated with infancy and babies, while a dark blue may be associated with power and stability.
Below are examples of typical emotions, effects and messages that relate to a given colour:
RED
-Danger
-Important
-Strength
-Anger
-Love
-Energy
-Bold
-Stimulates appetite
Uses
-To draw attention to important elements as an accent colour
-For bold statements and to create urgency in a retail environment, eg: Sale!
ORANGE
-Lighthearted
-Young
-Courageous
-Fun
-Warm
-Friendly
-Movement
-Health
Uses
-Often used as a call to action when red is too strong
-Relays a friendly, positive message
YELLOW
-Happy
-Energizing
-Stimulates the brain
-Optimism
-Creative
-Hope
-Curiousity
Uses
-To inspire happiness
-Often used for children’s products
BLUE
-Calming
-Power
-Trust
-Established
-Loyalty
-Security
-Cooling
-Peace
-Masculine
Uses
-Popular colour for logos
-People often describe it as their favourite colour
-Curbs appetite
-Encourages productivity
-Used to establish feeling of trust and loyalty
PURPLE
-Creativity
-Royalty
-Success
-Wisdom
-Spiritual
-Calming effect
Uses
-Encourages creativity
-Sometimes used for luxury brands
GREEN
-Nature
-Fertility
-Health
-Growth
-New beginnings
-Tranquility
-Abundance
-Reduces anxiety and conveys balance
Uses
-Frequently used for environmental messages
-Health related messages
BROWN
-Earth
-Wood
-Dependable
-Simple
-Warmth
-Utility
-Longevity
-Stability
-Approachability
Uses
-Often used as a neutral background colour
-Conveys feeling of wholesomeness
PINK
-Romance
-Fun
-Youthfulness
-Beauty
-Friendship
-Sweet
-Femininity
-Reduces aggression
-Increases sugar cravings
Uses
-Sometimes used to encourage action
-Often used in messages directed towards women
GREY
-Neutral
-Stable
-Conservative
-Corporate
-Practical
-Timeless
-Calm
Uses
-Works well with other colours
-Communicates longevity
-Often used as a background colour
WHITE
-Clean
-Peace
-Innocent
-Simple
-Purity
Uses
-Creates negatives space in logos
-’White space’ helps other colours and message stand out
-Works well with all other colours
BLACK
-Bold
-Simple
-Evil
-Classic
-Traditional
-Mysterious
Uses
-Messages of sophistication
-Is the standard for text colour
-Often used in modern, bold design
-Works well with other colours
References:
http://www.huffingtonpost.com/brian-honigman/psychology-color-design-infographic_b_2516608.html
https://www.verywell.com/color-psychology-2795824
http://www.smashingmagazine.com/2010/01/28/color-theory-for-designers-part-1-the-meaning-of-color/
http://sbinformation.about.com/cs/advertising/a/colors.htm
© Cathy Vandergeest, RGD, gawck group inc.
Researchers have found that each colour can trigger certain feelings, effects or messages. That said, personal experience, preference, age, gender and cultural background can also alter the typical response. For example, in some cultures black is considered to be a colour of mourning, while in others, it is white. Another thing to consider is the shade of a given colour. For instance a pale blue can be associated with infancy and babies, while a dark blue may be associated with power and stability.
Below are examples of typical emotions, effects and messages that relate to a given colour:
RED
-Danger
-Important
-Strength
-Anger
-Love
-Energy
-Bold
-Stimulates appetite
Uses
-To draw attention to important elements as an accent colour
-For bold statements and to create urgency in a retail environment, eg: Sale!
ORANGE
-Lighthearted
-Young
-Courageous
-Fun
-Warm
-Friendly
-Movement
-Health
Uses
-Often used as a call to action when red is too strong
-Relays a friendly, positive message
YELLOW
-Happy
-Energizing
-Stimulates the brain
-Optimism
-Creative
-Hope
-Curiousity
Uses
-To inspire happiness
-Often used for children’s products
BLUE
-Calming
-Power
-Trust
-Established
-Loyalty
-Security
-Cooling
-Peace
-Masculine
Uses
-Popular colour for logos
-People often describe it as their favourite colour
-Curbs appetite
-Encourages productivity
-Used to establish feeling of trust and loyalty
PURPLE
-Creativity
-Royalty
-Success
-Wisdom
-Spiritual
-Calming effect
Uses
-Encourages creativity
-Sometimes used for luxury brands
GREEN
-Nature
-Fertility
-Health
-Growth
-New beginnings
-Tranquility
-Abundance
-Reduces anxiety and conveys balance
Uses
-Frequently used for environmental messages
-Health related messages
BROWN
-Earth
-Wood
-Dependable
-Simple
-Warmth
-Utility
-Longevity
-Stability
-Approachability
Uses
-Often used as a neutral background colour
-Conveys feeling of wholesomeness
PINK
-Romance
-Fun
-Youthfulness
-Beauty
-Friendship
-Sweet
-Femininity
-Reduces aggression
-Increases sugar cravings
Uses
-Sometimes used to encourage action
-Often used in messages directed towards women
GREY
-Neutral
-Stable
-Conservative
-Corporate
-Practical
-Timeless
-Calm
Uses
-Works well with other colours
-Communicates longevity
-Often used as a background colour
WHITE
-Clean
-Peace
-Innocent
-Simple
-Purity
Uses
-Creates negatives space in logos
-’White space’ helps other colours and message stand out
-Works well with all other colours
BLACK
-Bold
-Simple
-Evil
-Classic
-Traditional
-Mysterious
Uses
-Messages of sophistication
-Is the standard for text colour
-Often used in modern, bold design
-Works well with other colours
References:
http://www.huffingtonpost.com/brian-honigman/psychology-color-design-infographic_b_2516608.html
https://www.verywell.com/color-psychology-2795824
http://www.smashingmagazine.com/2010/01/28/color-theory-for-designers-part-1-the-meaning-of-color/
http://sbinformation.about.com/cs/advertising/a/colors.htm
© Cathy Vandergeest, RGD, gawck group inc.
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