Effect of Colors

A General Guide to Color Psychology

The effect of colors in marketing and advertising are well-known.  Marketing utilizing color psychology can be advantageous to businesses. The fact that some companies have heavily invested in this type of research and many others have followed in its use shows they have enough belief in the concepts of color psychology to implement them in their advertising.

Color is consistently used in an attempt to make people hungry, associate a positive or negative tone, encourage trust, increase feelings of calmness or energy, and countless other ways.

Most marketing and advertising executives will likely agree that there are benefits to understanding and utilizing the psychological effects of colors. Now let’s take a look at some of the more common traits of color psychology by some common colors.

Keep in mind that different cultures may view colors differently, and the following are common psychological effects of the Western Hemisphere. In addition, remember that certain shades or tones may result in very different meanings. The context around the color, and even surrounding colors, can change the ultimate effect, therefore, combinations of colors can have a totally different result.

Think of this as more of a beginning guide to color psychology.

Color Psychology: The Color White

• purity
• innocence
• cleanliness
• sense of space
• neutrality
• mourning (in some cultures/societies)

Color Psychology: The Color Black

• authority
• power
• strength
• evil
• intelligence
• thinning / slimming
• death or mourning

Color Psychology: The Color Gray

• neutral
• timeless
• practical

Color Psychology: The Color Red

• love
• romance
• gentle
• warmth
• comfort
• energy
• excitement
• intensity
• life
• blood

Color Psychology: The Color Orange

• happy
• energetic
• excitement
• enthusiasm
• warmth
• wealth prosperity
• sophistication
• change
• stimulation

Color Psychology: The Color Yellow

• happiness
• laughter
• cheery
• warmth
• optimism
• hunger
• intensity
• frustration
• anger
• attention-getting

Color Psychology: The Color Green

• natural
• cool
• growth
• money
• health
• envy
• tranquility
• harmony
• calmness
• fertility

Color Psychology: The Color Blue

• calmness
• serenity
• cold
• uncaring
• wisdom
• loyalty
• truth
• focused
• un-appetizing

Color Psychology: The Color Purple

• royalty
• wealth
• sophistication
• wisdom
• exotic
• spiritual
• prosperity
• respect
• mystery

Color Psychology: The Color Brown

• reliability
• stability
• friendship
• sadness
• warmth
• comfort
• security
• natural
• organic
• mourning (in some cultures/societies)

Color Psychology: The Color Pink

• romance
• love
• gentle
• calming
• agitation

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