Color psychology: meaning and curiosities of each color

Color psychology is a powerful resource for different industries, since it influences people’s perception and emotions. Throughout history, colors have been analyzed and interpreted in many ways.

In this article we will delve into the psychology of colors and learn how each shade has the potential to evoke different sensations. In addition, we will understand how marketing uses them to generate an impact on consumers.

Emotions and color

Talking about the psychology of color is talking about emotions. It is a type of language capable of evoking sensations of pleasure, well-being, restlessness or vitality. It is a universe that goes beyond the world of marketing and that often has its roots in personal experiences, in our childhood and in a psychological symbolism that science has always tried to unravel.

Claude Monet used to say that the world of color was his daily obsession, his joy and also his torment.. If it is not easy for an artist to be able to capture the subtlety of each tone and each combination, it is even more difficult to be able to define how each tonality impacts the human being and their behavior.

So much so that there are some who see it almost as a pseudoscience, and in a way there is a small part of truth in it. If there is one thing that is clear, it is that color has a lot to do with our personal preferences, our experiences, upbringing and even our cultural differences. However, and here comes perhaps the most interesting thing of all, is that We have a large number of studies that explain how people react to certain colors or which are, on average, the most appreciated.

So, One of the most interesting books on the subject is “Color Psychology: How Colors Act on Feelings and Reason” by the psychologist, sociologist and professor of communication theory Eva Heller. This interesting work is the result of years of research, surveys and observations where it was concluded with truly interesting data, which in turn, coincide with many that were carried out before and after.

As a curiosity, we can advance a single piece of information: The most popular color on average is blue..

What is the purpose of color psychology?

Color stimulates our brain in very different ways. So much so that in the past, Egyptians and Chinese used the effect of color to heal and promote states of consciousness.

Ancient art also took very good care of the choice of colors. Thus, red was for the Egyptians the reflection of life, of the land, of victory and also of the anger or fury of hostile gods such as seth either Apophis.

Color, in essence, is much more than an optical phenomenon. They all have their own meaning, they all create a certain impact on our brain. Thus, the Color psychology is today a basic and essential tool for current neuromarketing..

Understanding how the consumer reacts to certain color stimuli could increase the purchasing rate. Although its effect is not always 100% infallible, similar reaction patterns are observed that suggest that, indeed, color psychology has its uses.

Likewise, we cannot forget the effect that color has in the world of art and cinema. David Lynch, for example, is one of the directors most obsessed with escaping the world of logic to immerse himself in the subtle kaleidoscope of emotions.Hence, in his productions he always uses these contrasts between black and white because, according to him, they symbolize the escape from the real world towards the dreamlike.

Van Gogh also deliberately chose certain tones to express his emotional states.always letting the brightest tones, such as yellow and blue, shape its fields and starry nights.

The psychological effects of color

What effects can color have on our body and mind? Although color perceptions are somewhat subjective, there are some color effects that have universal meaning.

Colors in the red area of ​​the color spectrum are known as warm colors and include red, orange, and yellow. These warm colors evoke emotions ranging from feelings of warmth and comfort to feelings of anger and hostility.

Colors on the blue side of the spectrum are known as cool colors and include blue, purple, and green. These colors are often described as calm, but they can also bring to mind feelings of sadness or indifference.

Meaning and curiosities of each color

To immerse ourselves in this psychological universe of each color, we will follow the studies carried out by Dr. Eva Heller in her book.

The blue

It is a color that is found very frequently in nature. It is for this reason that people describe him as calm and serene. However, as a cold color, blue can sometimes appear icy or distant.

It is the most used in companies because it is productive and non-invasive.It is a color that suggests a feeling of security and trust in a brand. It suppresses appetite, therefore, it is avoided when promoting foods.It is the color of harmony, fidelity and sympathy.It is the coldest color, but it is still linked to the concept of spirituality and fantasy. There are 111 shades of blue. It is a primary color, and for painters, the most appreciated shade of blue was “ultramarine blue.” . It was the most expensive, but the one that gave the paintings exceptional vividness.

The Red

It is the warmest and most contradictory color of all. This fiery hue has more opposite emotional associations than any other color: red is related to passion and love, as well as power and anger.

Red is also one of the most used in marketing: it stands out compared to the rest of the color range, is more pregnant and is used to attract attention.It increases the heart rate and creates a need for urgency, danger or immediacy.It is used to stimulate the appetite and to encourage impulse purchases. It represents love but also hate. It is the color of kings, of joy and danger. It represents blood and life. It is a dynamic and seductive color capable of to awaken our most aggressive side.

The yellow

This color can be bright and intense, which is why it can invoke such strong feelings. Yellow can quickly draw attention, however, it can be abrasive when used in excess. It may appear warm and bright, but it can also cause eye strain.

In marketing it represents optimism and youth. It demonstrates clarity and is usually used to draw attention to certain products in display cases.You cannot abuse this color in stores, because it quickly fatigues your eyes. Thus, it is usually used more on the peripheral shelves than on the central shelves of a store. Some studies show that shades of intense yellow cause crying in babies. For experts in color psychology, yellow is a contradictory color: It represents both good and bad, optimism and jealousy, understanding and betrayal. It illuminates and encourages creativity. It is a masculine color, and in China it represented imperial institutions.

The green

The color green has strong associations with nature and brings to mind lush grasses, trees and forests. Green is described as refreshing and calm. Other common associations with it are money, luck, health and envy.

Spending time in natural green environments or even looking at images of green landscapes in nature has been linked to stress relief and better focus. One study also found a “green exercise effect” in participants exercising indoors while watching a video of the outdoor space with a green overlay.

Green is the color of growth, renewal and rebirth. It is associated with health, nature, freshness and peace. It promotes problem solving, as well as freedom, healing and tranquility. Green opaque represents money, economics and the bourgeoisie.There are over 100 shades of green, with the middle ones being the most mood-flattering.It also represents incipient love. It is a color that serves to relax, in fact it is useful for people who are going through depression.

The black

For some, this color evokes positive associations with attractiveness and elegance. However, many use the color black to symbolize everything negative. Throughout history, this gloomy color has been linked to death and all things bad. It evokes strong feelings of anger, aggression, fear and sadness.

The color black is associated with elegance, secrecy, mystery and also power.It generates strong emotions, it is an authoritative color. In the world of fashion it is considered to stylize and confer sophistication.There are 50 shades of black.It also symbolizes the end of something, death, loss. In the past it represented priests, currently conservatives. In the world of physics, black is one that has the property of absorbing 100% of energy. incident light and, therefore, does not reflect any length of the spectrum, hence throughout history the color black is also seen as something associated with danger, evil or the afterlife.

The target

Some of the positive meanings that white can convey include cleanliness, freshness and simplicity. This color looks like a blank slate, symbolizing a new beginning. On the negative side, white can seem stark, cold and isolated.

The color white symbolizes innocence and purity.It represents the beginning, the will to start something new.It brings spaciousness and honesty to a space, as well as a feeling of peace, healing and tranquility. It is associated with perfection. There are 67 shades of white. The white collar on clothing symbolizes status.

The violet

The color purple is associated with a variety of meanings including wisdom, creativity, royalty, power, ambition and luxury. It can also represent magic, extravagance, peace, pride, independence and wealth. Purple also represents wisdom and spirituality. Its mysterious nature makes it seem connected to the unknown, the supernatural and divine.

In marketing it is frequently used in beauty or anti-aging products. It provides calm. Many brands use it to represent creativity, imagination and wisdom.It is associated with the feminine, magic and spirituality.There are 41 shades of violet. Used intensely,…