Have you ever heard about color psychology but don’t know what it is? Do you think it is interesting to know how to apply it or its uses? In this Psychology-Online article we explain what we mean when we talk about color psychology, what is it for and how you can expand your knowledge on the subject so that it is positive in your life.
What is color psychology?
He study of colors on emotional effects that they cause in individuals is what we call color psychology. We perceive colors through our sensory system, so each person can perceive them differently, that is, subjectively. But although there are individual differences in perception, we have cultural codes that give specific symbolism and meaning to each color. Within color psychology, the qualities of colors are taken into account, both in terms of sensory and cultural impact.
Not only is the study of color itself important, but also its tones and chromatic range, taking into account the effect it has on humans and its perception according to its density and how it relates to emotions.
Principles of color psychology
Although color psychology may seem new, it is something that dates back to times past. The first book of which there is evidence is Theory of color by Goethe written in 1810, where he made a deep reflection on the perception of colors and the implications they had on our mental mechanisms and perceptions of what surrounds us. Here you will find the relationship between .
Subsequently Eva Hellerbased on Goethe’s theories and after carrying out various studies, he wrote Color psychology: how colors act on feelings and reason. Where the impact of colors on our emotions and their subjectivity in human behavior is analyzed in more depth.
Based on the implication of colors in our perception of the world and the evocation of emotions, this has made the study of color psychology a field in constant growth, since it has become an commercial manipulation toolusing the desires and emotional needs of consumers as an advertising claim.
In the British documentary, The Century of the Self (The Century of the Self), carried out in 2002 by Adam Curtis, explains how marketing has used, and continues to use, psychology and the study of intrinsic human behavior for its own benefit, for social manipulation and the maintenance of consumerism through low emotional knowledge of users. Here you will find more information about the application.
Meaning of colors in psychology
As has already been seen, each color has a different implication depending on the individual, culture, age, even personal experiences. Even so, we will do a short review of the main characteristics and meanings of the most common colors according to color psychology.
Meaning of the color red in psychology
He Red color It is one of the most intense colors, this makes us quickly evoke sensations when observing it, thus calling our attention. In some advertisements, red is used as a focal point in immediacy messages, such as, for example, offers last minute or discounts. We can also see how the white emotion or action that is intended to be evoked on a red background is usually used to increase its effectiveness, such as “now”, “happiness”, “sales”, etc.
On a psychological/cultural level, red is associated with passion, danger and energy. This color is linked to the increased appetite, which is why many fast food brands use it in their logos or even in the design of the spaces in their stores. In the same way that it awakens intense emotions, red is a color that makes us restless when we are subjected to its influence for a long period of exposure, which is also why many fast food restaurant designs use this color, thus making people Do not spend more time than necessary in the establishment and the flow of customers is constant.
It is advisable not to use red in the design of our home, since it encourages the intensity of our emotions, interfering with the relaxation or rest that we seek when we get home. If you like this color on a decorative level, use small details, in paintings, fabrics, cushions or other elements in your home on warm and more neutral colors.
Psychology of the color blue
He color blue is usually related to stability, balance, harmony, confidence, relaxation, although it can also evoke feelings of coldness, detachment and apathy. Companies normally use this color for details such as canopies, guarantee or quality certificates, taking advantage of the trust that this tone can awaken.
On a cultural level The color blue has great weight since it is associated with everything that has to do with the masculine, although this is not a direct evocation of the color, the conceptual load that this color has makes our knowledge of the world, at least in the western world, connects us with the image of “man”.
In decoration, blue is a good color to give fluidity, spaciousness and freshness to a space, as long as a tone that is not too intense is used. For example, blue is widely used in places near the beach, restaurants, hotels or shops. coastal, taking advantage of the connection of tone with the sea and how this makes us feel on vacation or in a place of rest.
Meaning of the color black
He black color It is one of the most used in color psychology when it is intended to highlight an object or product as “exclusive” or “luxury”. A symbolism has been created with elegance, power and sophisticationalthough it also has its opposite and can connect with emotions such as anger, sadness and the feeling of mystery, which can be unpleasant for some people.
One of the complications of black is the combination with other colors, being a aggressive color It is complicated to combine, since in marketing or advertising it is necessary not to collapse the observer. For this reason, one of the greatest combinations we find is black with gold or silver. These two colors, also being considered luxury and sophistication, create the perfect cohesion, giving greater impact to the emotion sought and highlighting the product. the brand, etc.
In interior decoration, black is a very risky and not recommended color, although it can evoke elegance in a room, we must not forget that it is related to anger and aggressive feelings, making the place unpleasant. If what you are looking for is a touch of elegance, you can decorate it with black details, combining it with gold or silver, also with a very subtle pastel color to give a more personalized touch.
On a cultural levelat least in Western culture, black is related to death, mourning or lossAlthough the color itself evokes feelings of anger on a psychological level, it is likely that it can connect with feelings of pain, frustration or agony due to the great cultural burden it carries.
Psychology of the color green
He green color it’s related to health, natural and growth. Being the main color of plants and nature, this color in any brand, for example, a food brand, makes us feel safe or confident about that product, since our brain relates what is natural with the food we are going to consume.
Concern and care for health are unconsciously directly related to food and the environment where we live, so our mind will tend to choose consumer products that evoke this search for health.
In decoration, green can be a relaxing color depending on its tone, but it is advisable not to use it on walls or at least not on all of them.
Meaning of the color yellow in psychology
He yellow color In psychology it is related to light, happiness, optimism, also with nature. Depending on the tone, it can be seen as a color of warning or create distrust. Too intense shades of yellow are used in fast food establishments or express services in the same way as red, creating a sensation of immediacy. Yellow can be a good color for the decorative elements in your home, as it highlights the small details, giving happiness and freshness to the environment.
This article is merely informative, at Psychology-Online we do not have the power to make a diagnosis or recommend a treatment. We invite you to go to a psychologist to treat your particular case.
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Bibliography
- Dooley, R. (2015). Brainfluence. Mexico. Active Company.
- Heller, E. (2004). Color psychology: how colors act on feelings and reason. Barcelona. Gustavo Gili.
- Misiego, F. (2013) Do you buy with your heart or your brain? Bogota. Editions of the U.