COLORS AND PSYCHOLOGY

Meaning and Symbolism

1 Poetry , Music, a shocking image can make people
feel a lot emotions, but one of the lesser-known,
but no less powerful, ways to invoke emotion is
simple, everyday colours

2 The pychological effects of colours have been

studieds by scientists since the Middle Ages, but
you only need to look at the world around you to
see – and feel – their impact.
3 The colors around you can have an effect on you,
That is why color can be used to produce emotions

4 Every colour elicits a different and

unique emotional response. Some shades
may irritate you or, on the contrary, they
can relax and calm you down
• 5 A brand’s logo and visual identity will
comprise a number of visual cues, such
as shapes, symbols, number, and words.
But the number one visual component
that people remember most is color.

• In fact, color increases brand

recognition by up to 80-85%.

• Color has the power to convey and

communicate meanings and messages
without words.
• 6. Many times buyers choose what to buy
based on color. In fact, according to Color
Marketing Group, a firm specialized in the
use of colors, these are equivalent to about
85% of the reason why a person chooses one
product over another. In addition, color is of
great importance in branding. Just think for
example: Coca-Cola is red, UPS coffee and
IBM blue.
• 7. Other studies have shown that a product´s
color influences 60-80 percent of a customer
´s purchasing decision, meaning color can
make or break a product.
• It is common to believe that the decisions we make
when buying are based on a rational analysis, but, in
many cases, this is not the case.
There is scientific evidence about the importance of
emotions in our decisions, that is, our decisions are
not exclusively cognitive, but it greatly influences the
emotional brain.
The music, the colors, in a store, influence our
decisions.
•
What is Color Symbolism?
• Color symbolism is the use of color as a representation
or meaning of something that is usually specific to a
particular culture or society.
• Context, culture and time are certainly important
factors to consider when thinking about color
symbolism.
• The colors have different readings in the different
contexts and countries, so I will speak of the meanings
and more general symbols in the western countries.
• 9. As a general rule, though, brighter
shades tend to be more energetic,
while darker shades more relaxing.
• The brighter shades of calls-to-action
attract the eye, while the darker
shades in backgrounds help create an
immersive effect.
• The psychology of color is based on the mental and emotional effects
colors have on sighted people in all facets of life. There are some very
subjective pieces to color psychology as well as some more accepted
and proven elements. Keep in mind, that there will also be variations
in interpretation, meaning, and perception between different
cultures.

THE FOLLOWING ARE SOME COMMON

PSYCHOLOGICAL EFFECTS OF COLORS IN
THE WESTERN HEMISPHERE.
 Color Psychology: The
Color Red
• love
Passionate, Aggressive, Important • romance
• gentle
As a dominating colour, red adds gravity and heightened awareness – quite • warmth
literally, as the colour increases blood circulation, breathing rates, and • comfort
metabolism. Red can take on a variety of meaning, associated with both • energy
love and war, but the unifying factor in all meanings is a sense of • excitement
importance. Think for example of the red carpet. • intensity
Red is a colour best used cautiously. Its knack for attracting attention • life
makes it a priceless tool for designers, but excessively it will inhibit • Blood
relaxation. Lighter shades emphasize the energetic aspects of red –
• Strengt (fuerza)
including youthfulness – while darker shades emphasize power, and even
durability, such as a brick wall.
• Youthful (juvenil)
Natural, Stable, Prosperous
Color Psychology: The Color Green
Green has two very common meanings that are quite •natural
paradoxical; one being nature and the environment, •cool
and the other being finance and wealth. When it •growth
comes to nature, green represents plant life and •money
growth and is consequently used to convey being •health
‘green’ in the environmental, sustainable, organic, •envy
natural sense of the word. And of course green is, as •tranquility
the saying goes, ‘the color of money’ (US money, that •harmony
is) and therefore associated with wealth and stability. •calmness
•fertility
 Playful, Energetic, Cheap

Sharing red's energizing aspects, but to a safer degree,

orange is a good way to add excitement to a site without Color Psychology: The Color
severity. It is generally playful, and some claim it creates Orange
haste and plays on impulse. It can even signify health, •happy
suggesting vitality and vibrance. •energetic
Orange can be associated with the earth and with autumn. •excitement
Because of its association with the changing seasons, •enthusiasm
orange can represent change and movement in general. •warmth
Because orange is associated with the fruit of the same •wealth prosperity
•sophistication
name, it can be associated with health and vitality. Orange
•change
commands attention without being as overpowering as •stimulation
red. It’s often considered more friendly and inviting, and
 Serene, Trustworthy, Inviting

Blue is the colour of trust. Blue is the colour of calm and

serenity, and as such inspires security and a feeling of
Color Psychology: The Color Blue safety. For this reason, blue is a colour often used by
• calmness banks: CitiBank, Chase, Capital One. However the calming
• serenity effects also make blue a friendly and inviting colour, which
• cold explains its adoption by Facebook and Twitter.
As if that weren't reason enough to use it, blue is also
• uncaring
incredibly versatile; its vibrancy has more drastic effects
• wisdom
than other colours. Light blue is the colour of water and
• loyalty the sky, so it generally has a refreshing and free feeling –
• truth even energizing if bright enough, but still retaining that
• focused reliable calm.
• un-appetizing
Happy, Friendly, Warning Yellow is often considered the
brightest and most energizing of the
warm colors.
Being the color of sunshine, yellow
puts a smile on the dial. It is the most
visible color from a distance and
communicates cheerfulness,
friendliness, joy, happiness and
energy. It can also be associated with
Color Psychology: The Color Yellow mental clarity and intellect.
Yellow is also associated with
•happiness •hunger danger, though not as strongly as
•laughter •intensity red.
•cheery •frustration Yellow is also associated with hope,
•warmth •anger as can be seen in some countries
•optimism attention-getting when yellow ribbons are displayed
by families who have loved ones at
who doesn’t need more yellow in their life?
war.
Luxurious, Mysterious, Romantic
Purple is a low arousal color. It is traditionally associated
with royalty, majesty or nobility as well as having a spiritual
Color Psychology: The Color
or mysterious quality. It’s a combination of red and blue, and
takes on some attributes of both. It’s associated with Purple
creativity and imagination, too. •royalty
In Thailand, purple is the color of mourning for widows. •wealth
Purple is a low arousal color. It is traditionally associated •sophistication
with royalty, majesty or nobility as well as having a spiritual •wisdom
or mysterious quality. Darker shades often represent luxury •exotic
or opulence while lighter lavender shades are quite •spiritual
feminine, sentimental and even nostalgic. •prosperity
•respect
•mystery
 El sonido de los colores
• Biografía recreada de Vasily Kandinsky, pintor ruso,
iniciador de la pintura abstracta. Cuando era niño sintió
que los colores le silbaban. Siguió percibiendo estos
como sonidos a lo largo de su vida. Se cree que tenía
sinestesia (un sentido desencadena otro distinto, lo que
permite oír colores, ver música). Dejó su trabajo de
profesor para dedicarse a la pintura. Cambió el concepto
del arte y su representación. Con un lenguaje asequible
para el lector, el libro repasa su vida, sobre todo la etapa
infantil, y hace ver cómo sentía el arte el pintor. Las
ilustraciones son tan protagonistas como el texto. Un
apéndice, al final, con la biografía del autor
complementa la información.