COLOR PSYCHOLOGY

When creating branding and working with clients, it is vital to understand how the colors you pick to represent a company may affect the public’s perception of your branding. This is due to the inherent connotations that colors can bring upon a person. Each color, beyond its surface-level aesthetic value, contributes to the visuals of branding; colors also have significant effects on our emotions and feelings. Today, I will outline what each color can add to your branding and the best uses for each color in a design.

RED

Red is commonly associated with many different emotions, ranging from love to anger. Due to historical uses of the color red, it is often associated with Romance and strong emotional connections. This is why it is often used for the holiday Valentine's Day to help emphasize these important emotions. On the other hand, red is often associated with danger to signal if an object is harmful. The brightness and urgency of the color and its association with blood can also help emphasize the significance of the warning. 

ORANGE

Orange is commonly associated with creativity and energy. This is due to its bright and warm appearance. While this is true, it is also dependent on the shade and use of the color. For example, dark oranges are often associated with the autumn season, due to their similarity fall elements such as leaves and pumpkins. On the other hand, brighter oranges can be associated with caution or danger due to their frequent use on warning and caution signage.

YELLOW

Yellow is commonly associated with happiness. This is due to its association with the sun. Additionally, it could also be associated with energy and confidence. On the other hand, yellow has been historically associated with illness and caution due to its frequent use in these settings. Beyond these uses, other cultures have associations with the color yellow, such as China and Japan, using it for royalty, and Mexico in Egypt, using it to represent death.

GREEN

Green is commonly associated with nature and growth. This is due to green being the natural color of plant life and the common association with the growth of these plants. Likewise, green is also associated with luck due to common phrases surrounding the color, its association with money, and its association with symbols such as the four-leaf clover. On the other hand, green can also be associated with greed, illness, and jealousy.

BLUE

Blue is commonly associated with peace and relaxation due to it’s association with the vastness of the ocean and sky. Additionally, many associate the color blue with trust and loyalty due to its association with law enforcement. On the other hand, blue is often associated with coldness and sadness. In English-speaking cultures, the phrase feeling blue is associated with loneliness and sadness, propelling this emotional association with the color.

PURPLE

Purple is commonly associated with royalty and luxury. This is due to the historical creation of the color purple and its relatively high price to produce. Additionally, the Hue and saturation of the shade of purple can also hinder its meaning. To elaborate, a muddy purple is often associated with sadness. On the other hand, a vibrant purple is often associated with childhood and immaturity.

PINK

Pink is commonly associated with love and femininity. This is due to it being a softer version of red, calming down the passion associated with red. Additionally, with Pink representing femininity, it also represents nurturing kindness and compassion. With these associations, pink is often used in healthcare to help emphasize these values. 

BROWN

Brown is commonly associated with nature and warmth. This is due to Brown being the color of soil, wood, and stone. These elements are commonly found throughout nature and help emphasize the grounding force of the Earth. This also helps create a cozy environment due to its association with comfort and warm wood. On the other hand, Brown went overuse can be associated with boredom and sadness. 

WHITE

White is commonly associated with Purity and innocence in Western cultures. On the other hand, in Western cultures, white is associated with death. This stark difference in meanings helps broaden the scope of what white can be used for in a design sense. On a broader scale, white represents perfection, neutrality, and cleanliness. This is why the color white is often used and medical settings to help emphasize the clean and sterile nature of the environment. 

BLACK

Black is commonly associated with power and sophistication. It is often used in formal settings and helps convey elegance and strength in elements such as formal suits and dresses. On the other hand, black can also be associated with non-conformity, death, and negativity. The significance and meaning of the color are dependent on the culture it is used within. For example, in Feng Shui, the color black is associated with water and, therefore, is associated with mysteriousness and power.