COLORS PSYCHOLOGY: HOW COLORS AFFECT PEOPLE’S

EMOTION:

I. Introduction
Colors are all around us, colors are what give any artwork its vibrancy. And
they can have a powerful effect on our mood and behavior. Artists and interior
designers have long believed that color can dramatically affect moods, feelings,
and emotions. “Colors, like features, follow the changes of the emotions,” the
artist Pablo Picasso once remarked. Color is a powerful communication tool that
can signal action, influence mood, and even influence physiological reactions.
So, what does color psychology mean? How do colors affect people’s
emotions?
II. Definition
1. The origin of the color
It was in Ancient Greece that color theory was first introduced by Aristotle,
which was then improved upon later by Leonardo da Vinci in the late 1400s.
Color theory during this time revolves around the idea that there are three
primary colors - red, blue, and yellow.
It was in 1666 that the English scientist Sir Isaac Newton discovered that when
pure white light passes through a prism, it separates into all visible colors.
Newton also found that each color is made up of a single wavelength and cannot
be separated any further into other colors. This led to further experiments and
the discovery that light can be combined to form more colors. For example, red
light mixed with yellow light creates an orange color. Some colors, such as
green and magenta, cancel each other out when mixed, resulting in white light.
Color theory during the 18th century expanded into the sensory and
psychological effects of color. In the early twentieth century, Swiss psychiatrist
Carl Jung explored the psychological effects of color and developed a form of
color therapy that allowed patients to express their emotions and thoughts
through colors and images. Nowadays, color psychology is used in art, design,
marketing, advertising, fashion…

2. What is color psychology?

Color psychology is the study of how different colors affect human mood
and behavior. The aim is to establish how colors people see affect their
everyday decisions, like items they buy, and the websites they visit….
 Different colors affect our mood in different ways. For example, yellow is a
bright color associated with happiness. And warmer colors such as red or
orange can represent energy or passion. Colors are also a way of non-verbal
communication and can express how humans feel without words. That’s why
they wear black clothes to a funeral, which represents a feeling of loss and
sadness.
It finds applications in various fields such as marketing, design, art, and more,
to utilize color effectively to achieve specific objectives. Marketers see color as
an important factor since color can influence consumers’ emotions and
perceptions about goods and services.
Color psychology explores how colors can influence emotional responses, as
well as how responses to color are affected by factors such as age, personal
preferences, and cultural background. For example, strong, bright, neon colors
can have a powerful effect on emotions. These types of colors can feel
energizing, however, for children and the elderly, bright colors can be
overwhelming, distracting, and can cause anxiety.
III. How different colors affect people’s emotions:
1. The basis of color’s influence on psychology
Some research says that each color impacts people based on a combination
of three things:
- Firstly, the inborn psychology of that color is shared across cultures (likely
derived from how the color appears in nature).
- Secondly, the cultural associations of that color. For example, In America,
green often means luck, and in China, wearing a “green hat” implies infidelity.
- Finally, the connection to colors. For example, if you love your grandparents
and the inside of their house was painted orange throughout your childhood,
you may have a pleasant personal association with the color.
Therefore there is no exact science for each color, but we can make some
guesses based on human universals.
2. The Psychological Effects of Color
There are two main categories for colors: warm and cold. It's easy to tell
which are which if you draw a line along the middle of the color wheel. The
hues on the right are categorized as warm, while the hues on the left are
considered cool. Warm colors include red, orange, and yellow, whereas cool
colors include green, blue, and violet.
Warm colors convey energy, positivity, and creativity. These shades evoke
feelings of coziness and understanding. Reminiscent of summertime splendor,
warm colors may transport you to beach outings or fun in the sun. Surrounding
yourself with warm colors bodes well for optimal mental health. However,
sometimes warm colors may evoke feelings of anger and hostility.

Cool colors are associated with the sky, oceans, and nature. These colors
often induce a sense of calmness and relaxation. Being near these shades can
feel like a breath of fresh air. Cool hues eliminate the toxicity that accompanies
negative feelings like stress, anxiety, and worry. On the other hand, these colors
can also bring feelings of sadness or indifference to the mind.

One 2020 study that surveyed the emotional associations of 4,598 people
from 30 countries found that people commonly associate certain colors with
specific emotions. Different colors have different symbolic meanings. Red is
energetic and attention-grabbing. It can evoke strong emotions. 68% of
respondents associated red with love. The symbolic meaning of yellow is bright
and cheerful. Therefore, it is normal that 52% of people feel that yellow means
joy. Blue is calming and relaxing. It is often associated with tranquility. 35% of
surveyed people linked blue to feelings of relief. Also, a cool-toned color, green
symbolizes nature and can create a peaceful mood. 39% linked green to
contentment. White represents purity and simplicity; it comes as no surprise that
43% of people associate white with relief.

Color can dramatically influence our feelings and emotions. Color is also a
powerful communication tool, signaling action and influencing physiological
reactions. Colors have a variety of effects on our well-being, ranging from
biological changes to behavioral modifications. Therefore, there are many
enormous benefits from understanding the effects of different colors on us and
applying them to life.

IV. The application of color psychology in life:

1. Fashion:

Color psychology plays an important role in fashion, influencing consumer

perceptions, preferences, and purchasing decisions. There are some functions of
using color psychology in the fashion industry:

 Express personal style: Color is a powerful means of self-expression.

People often choose clothes with colors that match their personality and
style. By incorporating color psychology, fashion designers and retailers
 can offer a diverse range of options that cater to different style
preferences.
 Create moods and emotions: Different colors can evoke specific moods
and emotions. Fashion designers use this knowledge to create collections
that convey specific emotions. For example, bright and vibrant colors can
be used to evoke energy and positivity, while muted or neutral tones can
create a more gentle and sophisticated atmosphere.
 Improve brand recognition: Fashion brands use color as a key component
of their identity. Consistent use of specific colors in branding, logos, and
marketing materials helps consumers recognize and remember the brand.
The colors chosen contribute to the overall image and message of the
brand.
 Impact on consumers of fashion products

- On the perception of quality and luxury: Certain colors are associated

with luxury and high quality. Using subtle and rich colors in the design of
clothing and accessories can enhance the product's perceived value,
attracting consumers to associate those colors with luxury and elegance.
- In terms of visual impact: Color can be used strategically to draw
attention to specific features or elements of an outfit. Bright or
contrasting colors can be used to highlight certain details, create visual
interest, and make the outfit stand out.

 Seasonal adaptation: Color trends often change with the seasons. Fashion
designers take into account seasonal preferences and color associations.
For example, pastel colors may be popular in spring, while earthy and
warm tones are popular in fall. Adapting seasonal color palettes helps
fashion collections stay relevant and appealing.
 Appeal to target demographic: Different age groups and demographics
may have different color preferences. Understanding their target audience
and color trends allows fashion brands to design products tailored to their
specific customer base.

In the fashion industry, color psychology is a dynamic tool that influences

trends, shapes brand identity, and enhances the overall consumer experience. By
carefully selecting and combining colors, fashion experts can create collections
that attract and inspire consumers.
 2. House design:

Color psychology in home design refers to the strategic use of color to create a
specific atmosphere, influence emotions, and enhance the overall aesthetics of
the home. Color psychology plays an important role in design and has several
crucial functions:

 Set mood and atmosphere: Different colors can evoke different moods
and atmospheres. Warm colors like red, orange, and yellow can create a
cozy and inviting atmosphere, while cool colors like blue and green can
create a quiet and serene atmosphere. The choice of colors in each room
can contribute to creating the desired mood for that space.
 Defining space: Color can be used to define and differentiate different
areas or rooms within the home. By using a consistent theme or color
palette, designers can create a cohesive flow throughout the home while
still creating distinct spaces with unique characters.
 Enhance architectural features and harmony in the home: Strategic use of
color can draw attention to architectural features and details. Accent
walls, decorations, or specific color choices can highlight interesting
elements, adding depth and visual interest to the overall design. A
properly balanced color scheme contributes to creating a harmonious and
beautiful interior. Designers often consider color theory principles such as
complementary, complementary, or monochromatic color schemes to
achieve a sense of balance and unity in the overall design.
 Color affects people's mood:

- Affects spatial perception: Color can affect spatial perception. Lighter

colors tend to make a room feel more spacious and airy, while darker
colors can create a cozy and intimate feel. This knowledge is especially
useful in smaller homes or rooms where the goal is to maximize or
modify perceived size.
- Boost energy and creativity: Bright and vibrant colors, such as yellow and
orange, can promote feelings of energy and creativity. These colors are
often used in spaces such as home offices or creative studios to inspire
and stimulate the mind.

 Create a relaxing retreat: Cool and soothing colors, especially blues and
greens, are often associated with relaxation. These colors can be used in
 bedrooms, bathrooms, or other areas where homeowners seek a quiet and
calming retreat.

By incorporating color psychology into home design, homeowners and

designers can create environments that not only look appealing but also
contribute to the happiness and comfort of those who inhabit the space.

3. Marketing:

Color psychology in marketing refers to the study of how colors can

influence consumer perceptions, emotions, and behavior in the context of
advertising and branding. Marketers strategically use colors to evoke specific
responses and create a desired impact on their target audience. Using color
psychology in marketing is a powerful tool to evoke emotions, influence
perceptions, and drive consumer behavior. Color psychology has several
influences on typical aspects of marketing:

 Emotional connection: Colors can evoke certain emotions and feelings.

Marketers use this knowledge to create an emotional connection between
the brand and the consumer. For example, warm colors like red and
orange can create a sense of excitement and energy, while cool colors like
blue and green may evoke feelings of calm and trust.
 Brand identity: Colors play a crucial role in establishing and reinforcing a
brand's identity. Consistent use of specific colors in logos, packaging, and
marketing materials helps consumers associate those colors with the
brand. This association contributes to brand recognition and recall.
 Attention and visibility: Certain colors are more attention-grabbing than
others. Bright and contrasting colors can help products and
advertisements stand out, especially in crowded and competitive
marketplaces. This can enhance visibility and attract the target audience's
attention.
 Product positioning: Colors can be used to position a product or brand in
the market. For example, premium and luxury brands often use elegant
and sophisticated colors like gold, silver, and black to convey a sense of
exclusivity and quality.
 Call-to-action (CTA): Colors can be strategically employed in calls-to-
action to prompt specific consumer responses. For instance, using a
 vibrant and contrasting color for a "Buy Now" button can encourage
users to make a purchase.
 Brand Personality: Colors contribute to shaping the perceived personality
of a brand. Whether a brand wants to appear youthful and energetic
(bright and bold colors) or mature and professional (neutral and subdued
colors), the choice of colors can help convey the desired brand
personality.

Color psychology is a powerful tool in marketing, allowing brands to

communicate effectively, evoke emotions, establish identities, and influence
consumer behavior. Successful use of color requires a deep understanding of the
target audience, cultural nuances, and the intended brand image.

4. Health Therapy

Color therapy, also known as chromotherapy, incorporates color into

treatment, whether through colored lights, specific daily color choices (i.e.,
clothing, paint colors, etc.), or colored imagery. Color therapy is rooted in
Ayurvedic medicine and is practiced globally, particularly in Japan, India, and
Egypt.

The historical antecedents of chromotherapy can be traced to ancient

civilizations, including Egypt, Greece, India, and China. These societies delved
into the principles of Ayurvedic medicine, seeking an elucidation of the
therapeutic attributes inherent in diverse hues. Architectural endeavors, such as
the construction of temples designed to manipulate light in specific manners and
the application of distinct color palettes in residential structures, were
undertaken to evoke varying energies and moods. Within the framework of
Indian cultural beliefs, a conceptual association between colors and one's chakra
is postulated. Consequently, the incorporation of colors in therapeutic
modalities is purported to facilitate the alignment and restoration of an
individual's chakral equilibrium.

Color therapists argue that each color elicits particular changes, therefore
adjusting colors used throughout treatment to enact different results. Warm
colors are typically used for stimulating effects, while cool colors are used for
calming effects. The typical color therapy includes some colors like:
● Red: Red is a powerful color that increases energy by stimulating the
lymphatic system. However, red may also trigger stress as it is often used
to notate the end of something or alert someone of danger.
● Orange: This color is often associated with one’s mind-body connection.
Using this color in therapy may help heal one’s relationship with food.
● Yellow: Yellow brings warmth, yielding its association with happiness.
When exposed to yellow, a person feels safe; when they are safe, they are
happy.
● Green: Green is a natural color commonly associated with grass, trees,
and other vegetation. Thoughts of nature can help a person feel calmer
and more relaxed.
● Blue: Blue light wavelengths are shorter, thus increasing one’s sense of
alertness. Blue light therapy can be used to help a person feel more
focused.

Color therapy can be introduced via one’s sense of touch and sight. This
is because natural light wavelengths directly influence these two senses
within the brain. Color therapy may be administered via:

 Eyesight: This may be done by exposing a person to specific colors

throughout the day, such as the paint colors in their home, the clothes
they wear, or the color of light bulbs in their workplace.
 Skin contact: Color therapy may be introduced as face masks, sleeping
bags, or other products that utilize colored LED lights. These amplify the
appropriate colors in treatment depending on the desired outcome.
V. Conclusion:

Color psychology is a unique and significant field of study that aids in

understanding the impact colors have on human emotions. Each color carries
a profound psychological meaning and can exert powerful influences on our
moods and emotions in daily life. However, it is essential to note that
individual reactions to colors vary, influenced by factors such as culture,
tradition, and specific psychological states.

Moreover, the field of color psychology is a scientific discipline with

considerable potential for exploration. The intricate association between
human psychology and color suggests promising avenues for further
development. Therefore, it is anticipated that this scientific field will
 progress in the future, bringing about additional positive benefits for
humanity.

In summary, color psychology is not only a fascinating area of research

but also holds practical applications in everyday life, as well as in fields like
design, advertising, and therapy. Understanding the significance of color in
influencing human emotions enables us to optimize our surroundings,
creating positive experiences and supporting the mental well-being of
individuals.

REFERENCE MATERIAL:

https://www.scienceofpeople.com/color-psychology/

https://www.verywellmind.com/color-psychology-2795824

https://www.color-meanings.com/warm-cool-colors/

https://www.verywellmind.com/color-therapy-definition-types-techniques-and-
efficacy-5194910

https://youengage.me/blog/give-your-quiz-colours-all-about-color-psychology-
in-marketing/

https://www.choosingtherapy.com/color-therapy/