“Color expresses something by itself” – Vincent VanGogh
In the visual communication field it is important to remember that color is the first thing registered by a person and usually that color/colors communicates something.
Color is a meaningful constant for us and can be a powerful psychological tool. By using color psychology, you can send a positive or negative message, encourage sales, calm a crowd, or make an athlete pump iron harder. Implementation of color psychology will strengthen you brand. Use it wisely and be consistent.
It is no accident that McDonalds has used the same colors for years and years. When I mention them, I’ll bet the golden arches popped into your head. The same can be true for any company that gets it, implements it and stays true to it.
It is important to note that the psychology of color changes with lighter tints or darker shades. How a color is used and what other colors it is being associated with also influence ones perception. There can be paradoxes in color psychology depending on it use. For example Black can be powerful or sophisticated and white can be pure and innocent however, if one puts simple black copy on a large filed of white it can become generic. Yellow can evoke the warmth of sunshine and happiness yet depending on its execution it can caution you to slow down.
Here is a quick overview of the psychology of basic colors in the Western Hemisphere.
Black
Black is the color of authority and power. Black clothes make people appear thinner. It’s a somber color sometimes associated with evil (the cowboy in the black hat was almost always the “bad guy”). In the western hemisphere black is associated with grieving. Black is a serious color that evokes strong emotions; it is easy to overwhelm people with too much black.
White
For most of the world this is the color associated with purity (wedding dresses); cleanliness (doctors in white coats) and the safety of bright light (things go bump in the night … not the bright sunshine!). It is also used to project the absence of color, or neutrality.
Gray
Gray is most associated with the practical, timeless, middle-of-the-road, solid things in life. Too much gray leads to feeling mostly nothing; but a bit of gray will add that rock solid feeling to your product. Some shades of gray are associated with old age, death, taxes, depression or a lost sense of direction.
Red
Red is the color of energy and can create hunger. It’s associated with movement and excitement. People surrounded by red find their heart beating a little faster and often report feeling a bit out of breath. It’s absolute the wrong color for a baby’s room but perfect to get people excited. Wearing red clothes will make you appear a bit heavier and certainly more noticeable. (Some studies show red cars get more tickets but that maybe because the red car owners drive faster or the ticket giver notices the movement of the red car more prominently). Red is not a good color to over use but using a spot of red in just the right place is smart in some cases (one red accent in a otherwise neutral environment draws the eye; It is no accident that red dot is apart of the 7up identity. Red is the symbol of life (red blooded life!) and can create desire. Red is used at holidays that are about love and giving (red roses, Valentines hearts, Christmas, etc.) but one can argue the true color of love is pink. Pink is the most calming of all colors — often our most dangerous criminals are housed in pink cells as studies show that color drains the energy and calms aggression.
Blue
Ask people their favorite color and a clear majority will say blue. Much of the world is blue (skies, seas). Seeing the color blue actually causes the body to produce chemicals that are calming; but that isn’t true of all shades of blue. Some shades (or too much blue) can send a cold and uncaring message. Many bedrooms are blue because it’s calm, restful color. Over the ages blue has become associated with steadfastness, dependability, and loyalty (note how many uniforms are blue). People tend to be more productive in a blue room because they are calm and focused on the task at hand. Some studies are showing that weight lifters can lift more weight in a blue gym – in fact, nearly all sports are enhanced in blue surroundings.
Green
The color of growth, nature, and money. A calming color also that’s very pleasing to the senses. Dark forest green is associated with terms like conservative, masculine and wealth. Hospitals use light green rooms because they too are found to be calming to patients and encourages health. It is also the color associated with, good luck, generosity and fertility. It is the traditional color of peace and hope. However, as a paradox it is the color of envy.
Yellow
Cheerful yellow the color of the sun, associated with laughter, happiness and good times. Yellow is associated with optimism. However, one must yellow strategically; it can warn us, a caution sign, a yellow traffic light. Studies show babies cry more in yellow rooms and tempers can flare more around that color too. It has the power to speed up our metabolism and bring out some creative thoughts (legal tablets are yellow for good reason!). Yellow can be quickly overpowering if over-used, but used sparingly in the just the right place it can be an effective tool in marketing to greater sales. Some shades of yellow are associated with cowardice; but the more golden shades with the promise of better times.
Orange
Orange is associated with a new dawn in attitude and ambition. It’s the color tied to fun, happy and energetic warm days of fall, and organic products. This is why orange is probably considered one of the most edible colors in the spectrum; Pumpkins, carrots, oranges, etc.
Purple
What color were the robes of kings and queens? Yes, they were purple, our most royal color that is associated with wealth, prosperity, rich sophistication. However, when overused in a common setting it is associated with putting on airs and being artificial/ Use purple most carefully to lend an air of mystery, wisdom, and respect. Young adolescent girls are most likely to select nearly all shades of purple as their favorite color. The warmer tones can convey a call to duty, service, and sacrifice.
Brown
This color is most associated with reliability, stability, and friendship. Men are more likely to gravitate to this color. It has been said that it is the color of fatherhood. It’s the color of the earth itself “terra firma” and what could represent stability better. It too is associated with things being natural or organic.
Basics on How to Use Color Together
Color psychology is complicated field of study and goes deep into the meaning of combining colors for a particular desired effect. We will broad brush some basics that may well enough for you to make good color choices for a web site with marketing in mind.
Monochromatic Color Scheme is the use of a single color in varying shades. This can be a clean and interesting look on a web site. It’s soothing and pleasing to the eye especially in the blue or green hues.
Complimentary Color Scheme is using high contrast of color by selecting colors directly opposite from one another on the color wheel (such as red and green). This puts a warm color with a cool color and is pleasing to the eye.
Triple Color Scheme uses three colors equally spaced from each other around a color wheel. It’s popular with web designers and allows for a harmonious color scheme.
