How the psychology of Colour Drives your Decisions
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How the psychology of Colour Drives your Decisions
Want to display power & influence? Wear black. Want to express safety? Use deep greens. Feeling luxurious? Purple’s the best pick! The list goes on, and whether we like it or not, our thoughts and actions are dictated by underlying subconscious action, and with colour being so high on the hierarchy chart, it means that it’s one of the most influential tools in a designers toolkit. Of course, this doesn’t just go for design, and is used heavily in marketing, presentations, and many other places to elicit desired responses in target audiences, to a very powerful degree.
The Influence of Colour
Colour sits right at the top of the hierarchy chart in design, and is always the first thing users notice in a product.
Studies have shown that over 90% of first judgements made about something are influenced solely by the colour — that means before you’ve read anything, or even understood what the product is, you’ve involuntarily been shifted into a certain state of belief.
Red: Energy, Passion, Danger
Orange: Creativity, Optimism, Adventure
Yellow: Positivity, Happiness, Invigoration
Green: Safety, Growth, Balance
Light Blue: Wisdom, Joy, Freedom
Dark Blue: Loyalty, Trust, Honesty
Violet: Imagination, Mystery, Spirituality
Pink: Compassion, Admiration, Love
Brown: Natural, Comforting, Stability
Grey: Neutral, Conservative, Formal
Black: Authority, Power, Elegance
Industrial Specificity
The basics of marketing tell us that emotional responses work well in favour of certain industries, so unsurprisingly colour can play a big part of that.
Ever wondered why certain types of products all seem to use the same colour palette? Wonder no longer, let’s note some down.
Red: Fire services, Sports, Entertainment
Orange: Art, Expeditions, Events
Yellow: Leisure, Holidays, Public Safety
Green: Environment, Alternative Energy, Fresh Produce
Light Blue: Travel, Aerospace, Technology
Dark Blue: Finance, Security, Healthcare
Violet: Humanitarianism, Religion, Spirituality
Pink: Women’s Products, Beauty, Fashion
Brown: Agriculture, Construction, Food
Grey: Widely used as an intermediary (Timelessness)
Black: Widely used as an intermediary (Modernism)
Usage of Colour
Colours don’t just have to be used to create a subconscious connotation with emotions and industry, colour can also have an immediate effect on the body and mind; just from viewing them!
This allows the designer to utilise the psychology of colour effectively outside of emotional or industry specific design situations.
Red: Create Urgency, Increase Desire, Stimulate Senses
Orange: Express Positivity,Display Fun, Draw Attention
Yellow: Stimulate Awareness, Energise Mental, Encourage Positivity
Green: Nurture Growth, Revitalise Senses, Encourage Comfort
Light Blue: Display Knowledge, Express Joy, Communicate Freedom
Dark Blue: Increase Security, Reduce Stress, Create Trust
Violet: Inspire Creativity, Evoke Consciousness, Display Luxury
Pink: Express Innocence, Exude Calmness, Create Affection
Brown: Display Resilience, Express Comfort, Display Fundamentalism
Grey: Reduce Attention, Invoke Conformity, Express Maturity
Black: Mystery & Subterfuge, Intimidate, Communicate Authority
In Summary
There’s a lot to talk about with each individual colour, but I think they deserve their own article due to all the interesting implications they can have on your design, however I hope that this has been a valuable introduction into the psychology of colour!
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