Color Psychology

Psychology of color is one of the important factors in branding as it relates with persuasion. And in a study called “Impact of color on marketing”, researchers found out that around 90% of the judgement made on product were based on the colors (Cioti, 2018).

For a brand, color may act as a way to express their feelings to the clients/users. Some of the colors and their meanings or nature are discussed below

1. RED (Physical)

Positive: Physical courage, strength, warmth, energy, basic survival, 'fight or flight', stimulation, masculinity, excitement.
Negative: Defiance, aggression, visual impact, strain.

2. BLUE (Intellectual)

Positive: Intelligence, communication, trust, efficiency, serenity, duty, logic, coolness, reflection, calm.
Negative: Coldness, aloofness, lack of emotion, unfriendliness.

3. YELLOW (Emotional)

Positive: Optimism, confidence, self-esteem, extraversion, emotional strength, friendliness, creativity.
Negative: Irrationality, fear, emotional fragility, depression, anxiety, suicide.

4. GREEN (Balance)

Positive: Harmony, balance, refreshment, universal love, rest, restoration, reassurance, environmental awareness, equilibrium and peace.
Negative: Boredom, stagnation, blandness, enervation.

5. VIOLET (Spiritual)

Positive: Spiritual awareness, containment, vision, luxury, authenticity, truth, quality.
Negative: Introversion, decadence, suppression, inferiority.

6. ORANGE

Positive: Physical comfort, food, warmth, security, sensuality, passion, abundance, fun.
Negative: Deprivation, frustration, frivolity, immaturity.

7. PINK

Positive: Physical tranquillity, nurture, warmth, femininity, love, sexuality, survival of the species.
Negative: Inhibition, emotional claustrophobia, emasculation, physical weakness.

8. GREY

Positive: Psychological neutrality.
Negative: Lack of confidence, dampness, depression, hibernation, lack of energy.

About Brand Identity Design

9. BLACK

Positive: Sophistication, glamour, security, emotional safety, efficiency, substance.
Negative: Oppression, coldness, menace, heaviness.

10. WHITE

Positive: Hygiene, sterility, clarity, purity, cleanness, simplicity, sophistication, efficiency.
Negative: Sterility, coldness, barriers, unfriendliness, elitism.

11. BROWN

Positive: Seriousness, warmth, Nature, earthiness, reliability, support.
Negative: Lack of humor, heaviness, lack of sophistication.

Color Psychology from Vijay Thapa

Color Psychology