Color psychology is the study that shows how our brain identifies and transforms colors into sensations. Despite the lack of research in this area and some disagreements, experts have made some important findings and observations about the psychology of colors and its effect on our behavior.
After all, color is an important element in the communication process and a component with great influence on our daily lives, interfering in the senses, emotions and decisions.
The concept has become a relevant topic in marketing, art, design and in many other areas. Colors used in logos and visual identity of a brand and remembered by our brain.
History of color psychology
Colors were already a center of discussion much earlier than you might think. There are records from the 4th century BC in which the philosopher Aristotle talked about blue and yellow as primary colors. Relating colors to the polarities of everyday life: sun and moon, male and female.
Until between the 17th and 18th centuries, Newton created a theory for colors. He discovered that white light, passing through a prism, contained various colors. Later discovered that the mixture and its combinations resulted in other shades.
However, from its color spectrum, other theories emerged, such as that of the German artist Johann Wolfgang von Goethe – this yes, began to explore the psychological impact of colors on humor and emotions.
Art historian, writer and curator Dr Alexandra Loske said in an article for Antoine Simon Fine Art Advisory, a UK art consulting firm, that after Goethe, the theory “happened to be about what emotion colors can trigger linked to senses and sensibilities,” as opposed to newton’s initial radicalism.
According to him, color depends not only on light and the environment, but also on the perception we have of the object. The identification of tones is subjective, but the effects of colors are universal. Warm colors such as red, yellow and orange are dynamic and stimulating; cold colors, such as blue, purple and green, have calming property, are soft and static.
The role of the Psychology of colors in design
In the eyes of design, color psychology is fundamental to the composition of a layout. If well applied, becomes an attraction and provides greater effectiveness to the material. It is important to emphasize that the stimuli provided undergo alteration according to their application and combination. The concept of contrast is widely used by professionals. Further enriching the pieces of communication. However, in order for colors to be worked efficiently, it is necessary to observe: the relationship of color with the theme; the reading order of the page; the profile of the target audience; the objectives of the communication; among others.
Color psychology applied to your business
According to expert Satyendra Singh of the University of Winnipeg in Canada, color is a very influential source of information when people are making a buying decision.
This is because customers typically make an initial judgment about a product after only 90 seconds of interaction with the product. Shockingly: between 62% and 90% of this trial happen to include color-based selections.
People often see the logo of a brand or company as a representation of that company. With no previous experience with a logo, we started to associate a brand with certain features.
That is, color psychology is also important in Branding. When someone says red, your brain quickly associates with some brand. We can bet that McDonalds or Coca-Cola came in your head, correct? This is how the Branding of companies can be built with the use of this tool.
Different colors maybe perceived in different ways. For example, shades of red lead to sensations of excitement, while shades of blue are usually associated with relaxation sensations. Both emotions are pleasant, so any colors can generate positive feelings depending on your goal.
That’s why color psychology is also important in Branding. When someone says red, your brain quickly associates with some brands. We can bet that Coca-Cola came into your head, correct? This is how your company’s Branding can be built using the influence of colors.
The chart below shows perceived meanings depending on the use of different colors. According to the London Image Institute, a British course in image consulting. See and use for your brand!