Color Psychology

 

Color choice is important in brand identity systems because colors have psychological effects on humans and can trigger specific emotions and associations. For this reason, I included an entire section on brand identity and color choice in my Brand Aid book.

Here is some of the latest research on colors.

These meanings are often associated with these colors:

• Red: Love, passion, sex, lust, excitement, power, confidence, speed, aggression, intensity
• Pink: Soft, reserved, feminine
• Purple: Royalty, luxury, glamor, mystery, magic, spirituality, bravery
• Blue: Wisdom, hope, reason, peace, calming, relief, competence, dependability/reliability, trustworthiness, tranquility, loyalty, stability, high quality, corporate
• Green: Nature, growth, freshness, eco-friendly, harmony, contentment, good taste, health/wellness, money
• Turquoise: Creativity, self-expression, cleanliness, recharging the spirit, replenishing energy levels
• Yellow: Hope, joy, happiness, optimism, youth, inexpensive, low quality
• Orange: Warmth, kindness, joy, comfort, autumn, affordability
• White: Truth, purity, clean, fresh, simplicity, innocence
• Silver: Modern, high-tech
• Gray: Subtle, quiet, neutral, practical, balance
• Black: Mystery, cold, sadness, fear, elegance, expensive, powerful, professional
• Brown: Strength, stability

Blue is the preferred color by men and women throughout the world. Orange is the least favorite color.

Blue increases concentration and learning.

Blue is used in brand identity systems throughout the financial community because it evokes trustworthiness and security. 

Republicans are associated with red, while Democrats are associated with blue.

Red ties communicate power. 

Red is the most emotionally charged color. It reduces analytical thinking. 

Jewel tones are sophisticated. Primary colors are bolder, more simplistic and associated with children.

The most visible color is yellow.

Too much yellow can make people feel nauseous. 

The most legible of all color combinations are black on yellow and green on white, followed by red on white. It is no surprise that traffic signs use these color combinations.

Reds and oranges encourage diners to eat quickly and leave. Red also makes food more appealing and influences people to eat more. It is no coincidence that fast-food restaurants often use these colors.

Pink increases appetites and has been shown to calm prison inmates.

Blue and black suppress appetites. 

Color psychology associated with automobile choices:

• Red makes a bold statement and is chosen by people who want to stand out.
• Blue is chosen by those who value consistency, reliability and stability.
• Black connotes power and is chosen by those who want to be perceived as powerful and professional. This is the color most often chosen for luxury vehicles.
• People who choose silver tend to be forward-thinking and value technology. It can communicate sophistication and wealth.
• White represents purity, simplicity and cleanliness. It is chosen by people who like a fresh, timeless look.

I hope this blog post has shed some light on the importance of color choice in branding.