Color Psychology

Colour Psychology

Psychology of colour is one of the important factors in branding as it relates with persuasion. And in a study called “Impact of colour on marketing”, researchers found out that around 90% of the judgement made on product were based on the colours (Cioti, 2018).

For a brand, colour may act as a way to express their feelings to the clients/users. Some of the colours and their meanings or nature are discussed below

1.     RED (Physical)

Positive: Physical courage, strength, warmth, energy, basic survival, 'fight or flight', stimulation, masculinity, excitement.

Negative: Defiance, aggression, visual impact, strain.

2.     BLUE (Intellectual)

Positive: Intelligence, communication, trust, efficiency, serenity, duty, logic, coolness, reflection, calm.

Negative: Coldness, aloofness, lack of emotion, unfriendliness.

3.     YELLOW (Emotional)

Positive: Optimism, confidence, self-esteem, extraversion, emotional strength, friendliness, creativity.

Negative: Irrationality, fear, emotional fragility, depression, anxiety, suicide.

4.     GREEN (Balance)

Positive: Harmony, balance, refreshment, universal love, rest, restoration, reassurance, environmental awareness, equilibrium, peace.

Negative: Boredom, stagnation, blandness, enervation.

5.     VIOLET (Spiritual)

Positive: Spiritual awareness, containment, vision, luxury, authenticity, truth, quality.

Negative: Introversion, decadence, suppression, inferiority.

6.     ORANGE

Positive: Physical comfort, food, warmth, security, sensuality, passion, abundance, fun.

Negative: Deprivation, frustration, frivolity, immaturity.

7.     PINK

Positive: Physical tranquillity, nurture, warmth, femininity, love, sexuality, survival of the species.

Negative: Inhibition, emotional claustrophobia, emasculation, physical weakness.

8.     GREY

Positive: Psychological neutrality.

Negative: Lack of confidence, dampness, depression, hibernation, lack of energy.

9.     BLACK

Positive: Sophistication, glamour, security, emotional safety, efficiency, substance.

Negative: Oppression, coldness, menace, heaviness.

10.  WHITE

Positive: Hygiene, sterility, clarity, purity, cleanness, simplicity, sophistication, efficiency.

Negative: Sterility, coldness, barriers, unfriendliness, elitism.

11.  BROWN

Positive: Seriousness, warmth, Nature, earthiness, reliability, support.

Negative: Lack of humour, heaviness, lack of sophistication.