Color influences feelings and anxieties that are not obvious, these include taste of food, hunger and even taste. Colors have qualities that can cause certain emotions in people and can be both positive and negative.
For example, School associate with bright, loud, energetic colours. WHY?
How color influences individuals may differ depending on age, gender, and culture.
Color psychology is the study of how colors affect perceptions and behaviors. In marketing and branding, color psychology is focused on how colors impact consumers’ impressions of a brand and whether or not they persuade consumers to consider specific brands or make a purchase.
It’s an important field of study to consider when creating content, building a new business, or rebranding an existing one. Consider this: In a study titled “Impact of color on marketing,” researchers found that up to 90% of snap judgments made about products can be based on color alone.
There have been myriad attempts to classify how people react to different individual colors:
Color is too dependent on personal experiences to be universally translated to specific feelings. Research shows that personal preferences, experiences, upbringings, cultural differences, and context muddy the effect that individual colors have on us.
So the idea that colors such as yellow or purple are able to evoke some sort of hyper-specific emotion is about as accurate as your standard palm reading.
Consider the inaccuracy of making broad statements such as “green means calm.” The context is absent: Sometimes green is used to brand environmental issues, like Seventh Generation, but other times it’s meant to brand financial spaces, such as Mint.
And while brown may be useful for a rugged appeal — see how it’s used by Saddleback Leather — when positioned in another context, brown can be used to create a warm, inviting feeling (Thanksgiving) or to stir your appetite (every chocolate commercial you’ve ever seen).
But there’s still plenty to learn and consider if we humbly accept that concrete answers aren’t a guarantee. The key is to look for practical ways to make decisions about color.
The bottom line is that there are no clear-cut guidelines for choosing colors for your brand. While it would be nice to be able to simply look at an infographic and make the right decision, the reality is that the answer to “What colors are right for my brand?” is always “It depends.”
It’s a frustrating answer, but it’s the truth. The context you’re working within is an essential consideration. It’s the feeling, mood, and image that your brand or product creates that matters.
The good news: Research into the psychology of color can help you make the right choice.