Color, from a scientific point of view, is the impression produced on the retina of light rays reflected and absorbed by a body. However, much more than that, we can consider it as one of the most important elements of visual perception. However, did you know that there is a whole science dedicated to deciphering how they affect us?
It is true that the colors around us can influence our emotions, while some can be relaxing, others could even irritate us. The psychology of color is the science that studies the different effects that different shades have on us, as well as how we perceive them and behave when faced with different colors.
The psychology of color takes into account different factors, such as biological, cultural and social. Well, certainly, the meaning we give to tones can vary according to the traditions of each culture. In Western societies, especially, there are basic principles that we are going to see below.
WHAT IS THE PSYCHOLOGY OF COLOR USED FOR?
As we have been explaining, all of us associate colors with different emotions and meanings. To understand why or what these are, color psychology is used. But why is it important to know what the colors represent? Well, this has several uses tukif.
For example, one area that particularly benefits from color psychology is precisely marketing and advertising. In fact, various studies have agreed that the color of a product can influence up to 93% of the purchase decision. And this happens because each color is associated with an energy.
This, of course, applies to the branding of any product or personal brand. That is why, if you carefully analyze the logos of similar products, you can find the predominance of certain colors. An example is the use of red in fast food restaurants such as McDonald’s, KFC or Wendy’s since this tone can stimulate the appetite.
MEANINGS OF THE COLORS
Still, the meaning of colors is not universal. It all depends on the culture and the country. For example, black is a color that many of us can associate with elegance or, for example, with mourning. However, in India, for example, the color of mourning is white.
Likewise, all colors have “positive” or “negative” associations. It is not that one color is in itself better than the other. Everything is about knowing these associations to decide according to our objective, be it a work of art, a new product or simply the color of the walls of our home. Look at some meanings:
- Red: Passion, daring, defiance, aggression, stimulation, masculinity, daring, heat, fire, excitement, tension.
- Yellow: Happiness, extroversion, optimism, warmth, kindness, fragility, fear, anxiety, speed.
- Orange: fun, youth, warmth, comfort, vitality, frivolity, immaturity, food, energy, deprivation, frustration.
- Green: Nature, health, stagnation, balance, peace, organic, consciousness, harmony, boredom.
- Blue: Intelligence, coldness, calm, distance, security, efficiency, confidence, tranquility, reflection.
- Purple: creativity, mystery, introversion, authenticity, spiritualism, vision, decadence, truth.
- Black: Sophistication, elegance, coldness, protection, threat, heaviness, substance, glamour.
- White: Purity, elitism, coldness, cleanliness, simplicity, clarity, sterility.
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