Color psychology defines human behavior as it relates to color and color association. Colors are associated with feelings. They are also associated with perceptions and opinions. Many people think of color as something straightforward that surrounds them. However, color is very complex, and subliminally affects people in different ways.

 

The principles of color psychology

 

• Colors have meaning to an individual.
• The meaning of a color can be learned or innate.
• People evaluate things based on their perception of color.
• Color perception drives color-motivated behavior.
• The influence of color is automatic.
• Context is a critical factor in determining color meaning.

 

Application of color psychology

 

While its use in marketing is well-known, color psychology can be applied in other situations. For example, did you know that you can base a decision on gifts for men, women, and children using color psychology?

 

Many companies use the principles of color psychology when selecting promotional gifts for clients. However, it applies just as well when choosing gifts for friends and family. Have you ever stood in front of a display of pens or journals and wondered which color to buy for someone?

 

The reason this happened is that you want to choose a color that conveys a message to the recipient. It’s not necessarily a conscious process, but that momentary pause is your brain trying to apply color psychology.

 

What do colors tell us?

 

While not everyone’s perception of color is the same, most people have a similar interpretation. Context is important here. Even though a color may symbolize tranquility, if a person associates it with a child abuse experience, their perception will be different.

 

Here are some of the color associations commonly accepted as being the perception by the majority of people:

 

• Warm colors

 

2. Red

 

Red is associated with passionate feelings, like love and energy. It is the symbol of life because blood is red. It is an aggressive color designed to grab the attention and stimulate the intellect.

 

3. Orange

 

Orange is often associated with creativity. People see orange as a symbol of the sun, which provides us with life and comfort.

 

4. Yellow

 

Bright and bold yellow lifts the gloom and puts most people in a good mood. Children are especially attracted to yellow as it is a happy color.

 

• Cool colors

 

2. Blue

 

Most work uniforms are blue as this color conveys cleanliness and authority. Blue is regarded as a color of wisdom and intelligence.

 

3. Green

 

Green symbolizes patience and peace. It is also a color related to nature and life. Because of its link to life, green also raises a perception of balance.

 

4. Purple

 

Purple is an opulent, luxurious color. Its richness is linked to prestige and status. As a rich color, purple evokes strong emotions in most people.

 

• Blended colors

 

2. Brown

 

A lot of people find brown to be a bit dull and boring. That’s because brown symbolizes stability. It’s for this reason that other people find brown calming.

 

3. Pink

 

Pink is seen as the color of femininity and gentleness. Females are regarded as nurturers and the givers of life.

 

• Tints and shades

 

2. Black

 

People associate black with prestige, which is why people tend to buy black accessories such as handbags, briefcases, and fountain pens.

 

3. White

 

White is a symbol of purity and peace. It is also considered to be the color of innocence and truth.

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