The Psychology of Colors is very important in Marketing and in everyday life because it is fundamental to understand the meaning of colors and how we can use a certain color for our benefit.
Colors are powerful and directly influence producers and consumers. In the general context about colors, you can use any information or study that can bring references about the psychology, behaviors, sensations, and habits of the human being in relation to colors. Further on you can filter this information considering the cultural context and customs of your target audience.
How we see colors
The white light emitted by the sun is composed of seven primary colors. They range from violet to red, the colors of the rainbow. Since our eyes have photoreceptor cells for the colors blue, green and red (three primary lights), we see a wide spectrum of colors because the blends between these lights make all the other seven colors (as well as their variations) visible. With the colors formed in our mind, we manage to capture well-defined images.
There are still colors that are not translated by our optical system, in these cases we see them as white. In addition, there is radiation that falls outside the range our eye has adapted to.
Today we know an immense variety of colors, but a while ago not all had been baptized. Languages did not have names for all colors, some of which were named after repeated words. The curious thing is that the colors were gradually getting their names in the same order in different languages, regardless of cultural influence. This phenomenon became known as the “hierarchy of color names”, with the most common order being: black, white, red, green, yellow, and blue. Long afterward, nuances were baptized as purple, brown and pink, for example.
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Meaning of colors
Color is a phenomenon of vision combined with mental sensation. Therefore, psychology points out that colors influence man. Humor, behavior, and feelings can undergo significant changes depending on the color to which a person is exposed. Influence is thought to be by identification or rejection – a person likes more of blue and does not like red, for example. Such taste points to a subtle tendency towards tranquility (blue) and a certain annoyance with aggressiveness (red).
Influences of colors are direct: most people believe that colors of a product are more important than other factors, and more than half of consumers give up a product because it does not have their favorite color, for example.
Colors have the power to influence people’s moods, emotions, and behavior. Many believe that the use of a certain color in an environment or even in clothing is able to attract the feelings and energies associated with that color. Here are the meanings that each color has and what they can bring to your life.
Red – This is a stimulating color, associated with explosive emotions such as love, passion, and anger. It is the color of blood and therefore symbolizes strength, victory, and leadership too. On the other hand, being so intense is also associated with aggression and conflicts.
Orange – It is a symbol of courage, kindness, and optimism. It is usually associated with gentleness and balance of emotions.
Yellow – Transmit light, energy, and heat. It is a symbol of creativity and youth, as well as radiate joy. It makes the environments light and relaxed. This is culturally associated with material prosperity.
Green – Color of Hope. Due to its inevitable association with nature, it symbolizes life, health, and abundance. Fertility, growth, and renewal are also meanings attributed to green color.
Blue – It’s the color of dreams, of imagination. Blue is associated with sincerity, tranquility, faithfulness, and tenderness. It also expresses knowledge, cultivation of the intellect, security, and peace of mind.
Violet – Associated with magic, this color represents intuition and spirituality. It also symbolizes dignity, respect, and nobility.
Pink – The color pink is a kind of red attenuated by the presence of white. It represents beauty and romanticism. Culturally associated with the feminine, it symbolizes delicacy.
Brown – Represents discipline, obedience, and responsibility. It also expresses maturity, security, and awareness.
Gray – Being a blend of black and white, the gray color symbolizes balance. However, their excess conveys indecision and lack of vigor.
Black – Color associated with mystery. Culturally it symbolizes mourning and introspection but also expresses qualities like sobriety and sophistication.
White – Expresses sincerity. It also represents innocence, spirituality, and peace.
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This reinforces the importance of knowing the target audience to define the colors of the interfaces and predict possible reactions. Colors can be seen but interpreted differently in other contexts. Perception occurs by reacting to a symbolic meaning that they represent resulting from the context in which the individual is immersed.
Always consider investigating the target audience whenever possible to understand the cultural context of that group, customs, and experiences. When the individual is in contact with their project, what will determine the understanding of what is communicated is the relation of the meanings of colors, with the learning process determined in their life experiences.
This article is written by Sarah Feldman. She has years of expertise in the digital marketing sectors and content writing. Sarah has worked for several companies in Europe, America, UK, and Middle East. She is currently working as Blogger and Digital Marketing Expert in a web design agency in Dubai named as Digital Express.