Color psychology theory is very

much related to persuasion , but

most of todays conventions on
colors consist of hunches and
anecdotal evidence.
Misconceptions:

Personal preferences, experiences,
cultural differences or contexts
diminishes the effects individual
colors have on people.

The theory that colors invoke specific
emotions is as accurate as reading
Tarot cards.
First, lets start with some interesting facts about colors:

Motivates us to take action
Means: passion, courage, energizing,
pioneering spirit, leadership
Opposite: angry, nervous


Fun facts:
Red means beautiful in Russian.
Chinese brides often wear red
wedding gowns for good luck.
It is Kings color represents the
highest ranks and positions of
officials.

Is the color of social communication
and optimism. It relates to instinct
reactions.
It represents strong emotions,
radiates warmth and energy

Opposite meaning: pessimism and
superficiality


Fun facts:
During the Elizabethan era in
English history, only nobility were
allowed to wear orange clothing.
Frank Sinatra once said: Orange
is the happiest color.

Is the color of the mind, intellect,
acquired knowledge.

Represents: optimism, cheerful, fun,
uplifting

Opposite: impatience, criticism,
cowardice

Fun facts:
In Japan yellow means courage
In Egypt it is used for mourning
Why were post-its originally
yellow?

It means balance, growth, harmony,
nature, youth

It is an emotional positive color
which relates to counselor, the good
listener, the worker.

Opposite: possessive and
materialistic.
Fun facts:
Green is often used as a symbol os
sickness
Before 1950s Santas suit was
green
It was a sacred color in Ancient
Egypt

- trust, honesty, loyalty, peace and
tranquility

Color blue denotes reliability and
responsibility.

Opposite: inflexible and nostalgic
Fun facts:
In Ancient Rome blue was worn by
the servants
In India blue is thought to bring
bad luck
Owls are the only birds who can
see the oolor blue

It is the color of imagination,
spirituality and harmony.

It represents the future, encourages
creativity, inspiration and
originality.

Opposite: depression
Fun facts:
February is the month associated
with purple
Amethyst is the best known purple
precious stone in the world
Purple denotes virtue and faith in
Egypt
Now that we found out what is the
meaning of every color, lets see some
insights on how they play a role in
persuasion:
1. Color branding
2. Color preferences by gender
Color branding is one of the most important issues relating color perception.
...but
The truth is that color preferences are mostly determined by experience.
Which means that out experiences with objects determinate how we feel about
the colors of those objects
Dont worry!
Messaging patterns revealed that colors play an important role in purchases
and branding.
90% of snap judgments made about products are solely based on colors.
There are five core dimensions that have a role in a brands personality, that are
vital to consider:
Sincerity - domestic, honest, genuine, cheerful
Excitement daring, spirited, imaginative, up-to-date
Competence reliable, responsible, dependable, efficient
Sophistication glamorous, presentation, charming, romantic
Ruggedness tough, strong, outdoorsy, rugged
..so.
Before starting the branding process you should ask yourself: does the color fit
what you are selling?
Dont forget that your brands colors have to
support the personality you want to portray.
Dont try to align it with clich color
associations.
Example:
Green = calm
BUT
sometimes it is used to
environmental issues or financial spaces.
Remember!
The Isolation Effect
An item that is unique and stands out it is
more likely to be remembered, this is why
consumers prefer palettes with contrasting
accent colors.
Another helpful insight that you should consider in your branding process is color
preferences by gender.
What colors men like:
Blue
Green
Black
Red
Grey
White
What are their least favorite colors:
Brown
Purple
Orange
Yellow
What colors women like:
Blue
Purple
Green
Red
Black
White
What are their least favorite colors
Orange
Brown
Yellow
Grey
men prefer bold colors with a little black
women prefer soft colors, tints colors with a little white
Nowtake the canvass and start painting your brand!