Color Psychology & using it in your Art Business:

Color is an incredibly large aspect of our world. Could you imagine a world without color? Yet we often take its usefulness and importance for granted. Colours affect our moods, influence decisions and can even affect our health and well being.

This phenomenon is described as Color Psychology.

It is a mostly subliminal and therefore very powerful way of communicating and when implemented correctly can greatly increase the selling power of products.

There is an entire discipline of Marketing that revolves around Color Psychology. These professionals devote their careers researching and initiating the right colors for the desired effect.  Sometimes all it takes is a slight tweak of shades to create the desired mood, change a message, or rejuvenate an old theme to increase interest in and saleability of a product.

Color Psychology is vital in logo design, product design, packaging, album artwork and of course fashion. Even the color of your credit card has been chosen for a reason.

Humans  are  visual  creatures.

The following is a list of the most prominent colors and the feelings and emotions they can conjure. This is just a brief overview but should give some helpful insight into the world of Colour Psychology and how it can be implemented in the design and marketing of your art business or new product.

Yellow- The color Yellow actually causes the brain to release the chemical serotonin in the brain. Thus it creates feelings of optimism and happiness and is associated with fun and good times.

Yellow should be used carefully in branding as studies show that intense Yellow can cause tempers to flare and babies to cry more when exposed to large amounts.

It has also been shown to increase creative thought.

When carefully placed Yellow can be the perfect marketing tool for increasing sales.

Red – It’s the color of fire, passion, danger, and excitement. Red is great for products associated with action as it is the color of energy.  It is bold and attracts the eye. Using a spot of Red in an otherwise neutral landscape draws your attention so is used to greatest effect sparingly. But it can also be used in larger blocks to create great impact. Some of the most popular companies in the world use Red in their logos and marketing. Think Coca-Cola and Nescafe.

Color Psychology of Orange- Being a blend of Red and Yellow, Orange is a great compromise between the intensity and passion of Red and the cheerfulness of Yellow. As a result Orange conjures up feelings of strength, ambition and fun.

The color Orange brings forth images of the sun, fire and flame, and flamboyance.

Green – We all know Green is associated with calm – just think nature, lawns and forests. The color Green is connected with good luck, fertility and generosity. As well as envy. Whilst Dark Green is linked with growth, money and masculinity.

Being the traditional color of peace, harmony and support it can be used to great effect in increasing confidence and loyalty in branding.

Blue- Much of our natural world is made up of Blue – just think the sky and oceans – and as such it is a universally loved color. As we all know it brings calm, what you may not know is why. Seeing the color Blue actually causes the release of calming chemicals in the brain.

Blue in Color Psychology is the color of wisdom, reliability and contemplation.

A Light Blue color in a bedroom creates tranquillity and a relaxed impression while a strong Royal Blue can feel dark and foreboding.

Too much Blue can impart feelings of depression and coolness so use it wisely as over use can leave consumers feeling aloof and unconnected with the product.

Yet if used correctly Blue bring feelings of loyalty and dependability – the reason it is used so widely in uniforms.

Purple- Purple is a culturally sensitive color with some people listing it as their favourite color and others disliking it almost to the point of revulsion.

Traditionally a representative of royalty, Purple gives a feeling of sophistication and respect. It can stimulate brain activity and thus can be used to great effect in advertising when used correctly.

Do you know Cadbury’s actually own the copyright to their color of purple?

Code number #2865c Pantone is now owned by a Chocolate company. Read the news in more detail here…

Brown- Being the color of earth, brown links well with things of organic and natural states. It creates a feeling of stability and being grounded. It is the color most associated with friendship and reliability.

In some cultures it can represent mourning so use with care.

White- Neutral and conservative, white is the union of all colors in the spectrum. White is the standard color of Wedding Dresses, Christening Gowns and Deb dresses – this is because it symbolises purity, innocence, truth and even surrender. It is also neutral and conservative.

White can be used to accentuate the absence of color and as such emphasises clarity and simplicity in advertising. It is associated with health and cleanliness – think hospitals and lab coats – and safety and sanctuary – a lighthouse, and bright light in general.

Did you know its clinically proven if you wear a white lab coat you are 95% more trusted than if you wear a pair of jeans?***

(*** This has neither been proven nor is correct but advertisers think so)

Black- Black is the most complex of all the colors as it is often associated with sophistication and affluence – such as a black tie affair, – is the most used color in every ones wardrobe (Little Black Dress Anyone?) and is also the color of funerals and grief. It is always a serious color and can make people seem more stylish and intelligent if used correctly- oh and its slimming!

Due to its nature it is an amazing contrasting color and is often used in design and photography websites to make images stand out. Yellow on Black is the most contrasting of all the 2-tone combinations so really use this wisely and only when trying to create great impact.

Conclusion-Everybody has a favourite color or theme, you may even have two or three. Think about why you are drawn to that color so much. Does it evoke memories of happy times, does it make you feel a certain way – motivated, strong, comfortable?

Color surrounds our daily lives.

Next time you are walking down the street, consciously observe the colors around you and how they affect your mood.

And remember just about every color you see down a High St. has been chosen by professional Color Psychologists, possibly wearing a White Lab Coat.

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