Why does color selection matter?
Have you ever noticed how a yellow room tends to make you feel brighter or happier? Or how a red dress can make you feel a sense of passion, while a red sign can alert you to danger?
The topic of color psychology can be a bit complicated because color and feelings can be highly subjective. But studies suggest that color does influence emotion in specific ways.
“As a company that manufactures baby products, we want our brand to invoke a feeling of comfort and reliability. We believe that color selection plays a large part in generating these emotions,” says Tali Zipper, vice president of marketing for Baby K’tan LLC. She explains their strategy of choosing cheerful colors that would also signify reliability, encouraging customers to feel at ease when purchasing their products.
Zipper goes on to explain that the company found studies that suggested blue is often connected with credibility and calmness. They decided to alter their blue to a more vibrant hue so customers would also associate their brand with joy.
It’s also important to recognize that different colors can evoke different emotions depending on the culture, according to Lauren Ellis, creative director at Masonry. For example, red in Western cultures usually means danger, passion or anger, while it signifies luck or joy in Eastern cultures. Blue is viewed as masculine in the U.S. but feminine in China.
Color selection can make a big impact on the reaction of your audience and how they feel about your product. It can provoke hunger, inspire trust or elicit a feeling calm or excitement. This is why every color should be selected strategically to contribute to the overall goals of the piece.
COLOURS AND THEIR DEFINITIONS
There are so many colours used by different individuals around the world today, but i will be defining the major colours in which all other colours are formed/created.
The color red is often associated with evoking strong or passionate emotions. Love, comfort, confidence, warmth, excitement and passion are some of the more positive emotions connected to this color. Anger and danger are some of the negative feelings induced by the color red.
Pink is associated with romance and love, as is clearly seen on most affectionately themed chocolates and cards doled out around Valentine’s Day. Pink is also thought to evoke a certain sense of calm in viewers. Culturally, many categorize pink as a feminine color and therefore think of kindness, softness and compassion.
Orange is typically correlated with excitement, enthusiasm and warmth. It’s an energetic color that tend to draws attention, which is why it’s often used on traffic signs. Citrus fruits and the refreshing sensation of beauty are also commonly linked with the color orange.
Yellows are generally cheerful and warm colors, but have also been found to induce feelings of frustration and anger. Yellow is the most eye-catching of colors, so it’s often used to draw attention on traffic signs or capture the viewer’s eye in an advertisement.
Green carries many connotations and connections. While generally associated with nature, it also is connected with soothing, calming and health-giving feelings. Green can also be associated with money, jealousy, good luck and fertility.
Blue is viewed as a calming and serene color. It’s often considered stable and non-threatening and can promote a tranquil, peaceful emotion. Blue is also connected with feelings of icy distance and sadness.
Purple is often described as mysterious, imaginative and spiritual. It’s also generally associated with wealth and royalty, as many famous kings wore purple-colored clothing.
Culturally, white has long been associated with cleanliness, innocence and purity. This is why the bride classically wears a white wedding dress. On the flip side, it can also be viewed as cold, sterile or bland, so it’s important to use white appropriately.
The color black is often connected with death, mourning or evil. It’s a dominant color on Halloween and is often the clothing color of many a nemesis in fairy tales and movies. Black is also used often in fashion, as it easily creates a slimming effect