Color psychology studies the influence of color on human behavior.

Culture, age and gender are determining factors in

color perception, yet each individual has a unique perception of color related to past experiences.

Color psychology is supported by 6 axes

1. Color can have its own meaning.

2. The meaning of color is based on learned values or intrinsically biological values.
V 3. Color perception involves an automatic evaluation of the perceiver.
VV 4. This evaluation process forces color-motivated behavior.
5. Usually color exerts an automatic influence.
V 6. The effects and meanings of color also have to do with context.
460-370 BC Hippocrates based on ancient Egyptian theories developed his theory of the Four Temperaments relating
personalities to 4 bodily fluids associated with elements and colors.
1798 Writers Goethe and Schiller “Rosette of Temperaments” dividing twelve occupations and temperaments under the 4
Greek categories.
Choleric (red/orange/yellow): tyrants, heroes and adventurers
Sanguine (yellow/green/cyan): Hedonists, lovers and poets.
Phlegmatic (cyan/blue/violet): speakers, historians and teachers.
Melancholic (violet/magenta/red): philosophers, pedants and rulers.
 1940-60 Carl Jung is seen as one of the first psychoanalysts to develop theories about the properties, meanings and
symbolism of color.

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1963 Josef Albers studied the interaction between colors and how they are perceived.
 2004 Eva Heller publishes a book called “The Psychology of Color” where she explores the effects of colors and how their
connotations change to opposites depending on the context. The stories of different colors, their symbolisms, pigments and
great cultural differences in color meanings. And how there is a universal understanding of color through shared
experiences.

VV VV
To talk about color psychology, we talk about what color “does”; What we
feel, how we react, how we relate it, what it evokes in us, etc.

The typology of color shows us the bases to have a clear idea of how colors
are composed and created, which ones are not, their harmony, their
contrasts, etc.
 PRIMARY COLORS
LIGHT: (RGB MODEL)

PIGMENTS: (CMY MODEL)

VV
TRADITIONAL ARTS: (RYB MODEL)
VVV
PSYCHOLOGICAL: (EWALD HERING MODEL)

6 primary psychological colors grouped in pairs of opposites:

WHITE/BLACK RED / GREEN YELLOW / BLUE

 YELLOW
COLOR OF:

Optimism, Enlightenment, Positive, Anger, Understanding, Eye-catching, Lie,

Fun, Maturity, Envy, Kindness, Spontaneous, Intelligence,
Creativity.

Power, Arrogance, Will, Encouragement, Light, Charity, Strength, Closeness,

Attraction.
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 BLUE
It is the color of:

Truth, Wisdom, Intelligence, Space, Immortality, Heaven, Water, Peace,

Stillness, Tolerance, Infinity, sleep, fantasy, fidelity.
Calming effects are attributed to it, it promotes patience, kindness and
serenity.

Mixed with BCO: Purity, Fe

with NGO: Despair, Fanaticism, Intolerance.

 RED
It is the color of:

Fire, blood, love, hate, the passions, the heart, the spirit, the strength, the
vigor, courage, attractiveness, life, joy, anger, aggressiveness, war, the
danger, the forbidden.

Generates extroverted personalities, with great temperament, vitality,

ambitious and material, very impulsive.
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 WHITE
It is the color of:

Beginning, birth, resurrection, cleansing, relaxation, calm,

lightness, comfort, unity, peace, redemption, honesty, purity,
modesty, another life, humility, innocence.

It reflects light better, has the greatest sensitivity and is the synthesis of the
light colors.

Mixed with any color it reduces the chroma and vice versa.
 BLACK
It is the color of:

The darkness, the disastrous, the gloomy, the sad, the end, absence, mourning, bad,
night, mysterious, magical, introversion, dirty, bad luck, superstition,
depression, solemnity, depth, secret, fear, forbidden, illegal,
protest, denial, violence, brutality, error, death, elegance,
a stranger.

The maximum sum of opaque colors.

It is not a color but it is perceived as such, which gives it symbolism.

ORANGE

It is the color of dynamism, fun, motivation, energy, alertness and caution.

It is a color with two opposite meanings: being active and being cautious.

In the field of health it is also related to energy since it represents vitamin C.

It also has very extensive use in products and services intended for children.
Hex: ed6E13 Hex: 893713
GREEN

It is the color of the environment, health, vitality, harmony, stability and progress.

A color with very positive connotations.

A color that varies greatly in meaning depending on its shade.

PURPLE

It is the color of luxury, wisdom, power, magic, futurism, spirituality and creativity.

Depending on its tone, it can be related to royalty, the feminine or sadness.

Purple has one of the shortest frequency waves, which makes it an

inconspicuous color to the human eye.
References:
• Color Psychology in Marketing [Infographic], Kolowich, Lindsay. HubSpot 03/11/17
https://blog.hubspot.com/marketing/psychology-of-color
• Color Psychology: How Colors Influence the Mind. Ciotti Gregory. Psychology Today.
https://www.psychologytoday.com/blog/habits-not-hacks/201408/color-psychology-how-colors-influence-the-mind
• Color and Culture. Color politics of Design. http://readings.design/PDF/Color _ Politics _ of _ Design.pdf
• The four temperament types of Hippocrates. Michouli, Katernia.
https://katerinamichouli.wordpress.com/the-four-temperament-types-of-hippocrates-wikipedia/
• Communication in Color: The Four Color Engines. http://www.pminj.org/14-smp/files/ckirby-ho.pdf
• Ortiz Hernandez, Georgina. Uses, applications and beliefs about color. Mexico: Trillas, 2004
• Linco Fuentes, Daniela. Color to color. Chile, Las Condes. LINCO, 2011
• Peña, Jesus Alberto. Color as a tool for children's design. 2010
• Ortiz, Georgina. The meaning of colors. Mexico: Trillas, 1992.