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Color Psychology: How Colors Influence the Mind

https://www.psychologytoday.com/intl/blog/habits-not-hacks/201408/color-psychology-how-colors-influence-the-mind

psychologytoday.com

Color Psychology: How Colors Influence the Mind
The psychology of color as it relates to persuasion is one of the most interesting-and most controversial-aspects of marketing. The reason: Most of today's conversations on colors and persuasion consist of hunches, anecdotal evidence and advertisers blowing smoke about "colors and the mind."

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The Psychology Of Color: Research Findings

The Psychology Of Color: Research Findings
  • Up to 90% of snap judgments made about products can be based on color alone (depending on the product).
  • Colors influence how consumers view the "personality" of the brand in question.
  • Our brains prefer recognizable brands, which makes color incredibly important when creating a brand identity.
  • Predicting consumer reaction to color appropriateness in relation to the product is far more important than the individual color itself.
  • The context a color is used is fundamental for its perception. 
  • It’s the feeling, mood, and image that your brand create that play a role in persuasion. 
  • The majority of consumers prefer color patterns with similar hues, but favor palettes with a highly contrasting accent color.

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The Psychology Of Color - Misconceptions

The Psychology Of Color - Misconceptions

Elements such as personal preference, experiences, upbringing, cultural differences, context, etc., often muddy the effect individual colors have on us. So assertions on the effect of colors are often not based on scientifically sound evidence.

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SIMILAR ARTICLES & IDEAS:

Some Applications Of Color

  • Professions that rely heavily on visual mediums use color psychology to try to predict and instigate emotions in their target audience.
  • People use colors and lighting to increase their...

Tips for Using Color Psychology

  1. Using your favorite color for everything may result in oversaturation.
  2. Choose colors according to context to avoid being inappropriate.
  3. Combining colors may communicate a different message than the colors would individually.
  4. Consider the functionality of the object when picking a color. 
  5. Use colors to enhance your memory by highlighting important things and associating each color with its meaning.
  6. Be consistent with your color usage if you are defining colors for a business.

Colors and Psychology

It investigates how the colors affect us. Colors can change our perception, alter our senses, make us emotional, improve our memory and attention, and even influence our decisions.

The influence of colors can completely change the idea we have of a certain space or element. Colors interact with our memory, awaken feelings and guide reason and the associations that we develop to colors save our brains time, since they are processed unconsciously. 

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"Given the prevalence of color, one would expect color psychology to be a well-developed area. Surprisingly, little theoretical or empirical work has been conducted to date on color's influence ...

"Colors, like features, follow the changes of the emotions."

"Colors, like features, follow the changes of the emotions."

The Psychological Effects of Color

While most perceptions of color are subjective, some color effects have universal meaning. 

  • Colors in the red area of the color spectrum are known as warm colors and include red, orange, and yellow. These warm colors evoke emotions ranging from feelings of warmth and comfort to feelings of anger and hostility.
  • Colors on the blue side of the spectrum are known as cool colors and include blue, purple, and green. These colors are often described as calm, but can also call to mind feelings of sadness or indifference.

“We have a repository of information about a color. For example, the color blue is almost always associated with blue skies, which when we are children is a positive thing — it means playing out...

Color Suggestions

  • Desktop: Green, as it is the bit is restful for eyes and produces the least amount of eyestrain.
  • Work Out Clothes: Orange, the color of stimulation and enthusiasm. 
  • Women’s Dating Clothing: Red, the color of passion and gets blood pumping.
  • Men’s Dating Clothing: Blue to communicate stability and calmness.
  • To Look Aggressive: Black, as research correlates it with higher levels of aggression on sports teams that use it.
  • Office Walls: Blue and Green. Blue can lower heart rates and green reduces anxiety and is associated with money.
  • Work Clothing: Not grey, as it inspires people to be passive, uninvolved and have a lack of energy. 

Research And Color

Research says colors can absolutely affect your mood, behavior and stress levels. It also claims there are generalities that can be gleaned from decades of research on the patterns of what people think about each color but no absolute truth.