Image Citation: [1]
Written by: Gizelle Rodriguez ‘28
Edited by: Yumiko Imai ‘26
From the calming blues of the ocean to the energizing yellows coming from a sunny day, colors play a vital role in the way we think and process emotions. Color is not just an aesthetic but also communicates specific information. Color meanings are grounded in two basic aspects, such as learned associations that develop from repeated pairings of colors with particular experiences and biologically-based proclivities to respond to particular colors in particular ways in particular situations [2]. Color psychology is the study of how hues affect human behavior and emotions, influencing everything from our mood to our decisions. This fascinating field is relevant in marketing, design, and mental health, as colors can evoke specific reactions. For instance, warm colors like red and orange can increase heart rate and stimulate excitement, and adrenaline production while cooler shades like blue and green often promote calmness and relaxation [3]. Understanding these effects can be a tool in creating environments and experiences that resonate with individuals. This article explores how different colors influence emotions, behaviors, and decision-making, highlighting their impact on our daily lives.
Color theory is the foundation for understanding how colors impact our perception. It categorizes colors into three primary colors: red, blue, and yellow. There are also the secondary colors green, orange, and purple, and complementary colors, those opposite of each other on the color wheel. The brain processes colors through specialized cells in the retina, which transmit signals to various regions of the brain, eliciting emotional responses [4]. However, cultural influences also play a significant role in color perception. For example, while white symbolizes purity and peace in many Western cultures, it can represent death and mourning in some Eastern cultures. Such variations illustrate that color meanings are not universal, but they are deeply embedded in cultural contexts, affecting how individuals perceive and respond to colors. Understanding these nuances is crucial for effectively leveraging color psychology in various fields and locations.
Generally, warm colors like red, orange, and yellow are linked to energy, passion, and warmth. Red, for example, can trigger intense emotions such as love or anger and is known to increase heart rate and stimulate excitement, making it ideal for settings where high energy is desired. Similarly, orange is associated with creativity, enthusiasm, and sociability, fostering a playful and engaging environment. Yellow, often seen as a cheerful and uplifting color, enhances optimism but can also cause anxiety if overused due to its high visibility and intense energy. Studies have shown that warm colors, especially red and yellow, are effective in stimulating action and urgency, making them popular in advertisements and marketing campaigns [5]. In contrast, blue, green, and purple are typically linked to calmness, relaxation, and tranquility. Blue is often used in spaces where a peaceful atmosphere is desired, such as bedrooms as it is associated with trust and stability. Research has shown that exposure to blue light can reduce stress and help regulate sleep patterns, further supporting its calming effect [6]. Green, symbolizing nature and renewal, has been shown to have a soothing effect and improve concentration, making it a popular color in educational settings. Purple, historically linked to luxury and creativity, is often used in environments designed for reflection or introspection, such as in art galleries or meditation spaces. These cool colors are commonly used in spaces meant for relaxation or contemplation, promoting a sense of peace.
Color psychology is also utilized in marketing and mental health practices. In marketing, brands carefully select colors that align with their identity and values. For example, red is used by Coca-Cola to evoke excitement, blue by Facebook to inspire trust, and green by Whole Foods to convey sustainability and environment [7].
A study conducted by Van Herpen and Trijp in 2011 explored how green, and sustainability labels influence consumers' perceptions of healthiness. This study involved 209 participants from the Netherlands, who were shown food packaging with varying colors and sustainability labels. The results revealed that green packaging, led participants to perceive the product as healthier and the most environmentally friendly, even when no health claims were made. The presence of sustainability labels further strengthened this perception. This study suggests that green, often associated with nature, freshness, and health, is a powerful marketing tool for food brands seeking to appeal to eco-friendly consumers [8].
By understanding the science behind color perception and its psychological effects, we can better appreciate how colors influence our emotions, behaviors, and decisions. Whether in marketing or therapeutic settings, recognizing these effects allows us to make more informed choices about the colors we encounter daily. The colors around us, from the calming blues to the energizing reds, have a subtle yet powerful impact on our lives, shaping our experiences in ways we may not always realize. How do the colors around you affect your day-to-day life? Do they match with the general meanings in this article?
References
Bhaskaran M. Analyzing the psychology of colors. Eastside Staff. 2024 Mar 3. Available from: https://eastside-online.org/showcase/analyzing-the-psychology-of-colors/
Elliot AJ, Maier MA. Color and psychological functioning. Curr Dir Psychol Sci. 2014 Oct;23(5):244-50. Available from: https://journals.sagepub.com/doi/10.1111/j.1467-8721.2007.00514.x
Wilson GD. Arousal properties of red versus green. Percept Mot Skills. 1966;23:947-9. Available from: https://pmc.ncbi.nlm.nih.gov/articles/PMC5045874/#:~:text=Interestingly%2C%20Wilson%20(1966)%20showed,(i.e.%2C%20ratings)%20perspective.
American Museum of Natural History. How we see color. Available from: https://www.amnh.org/explore/ology/brain/seeing-color
Shi T. The Use of Color in Marketing: Colors and their Physiological and Psychological Implications. Berkeley Scientific Journal. 2013;17(1). Available from: https://escholarship.org/uc/item/67v2q6g3.
Alkozei A, Smith R, Pisner DA, Vanuk JR, Berryhill SM, Fridman A, Shane BR, Knight SA, Killgore WDS. Exposure to blue light increases subsequent functional activation of the prefrontal cortex during performance of a working memory task. Sleep. 2016 Sep 1;39(9):1671-80. Available from: https://pubmed.ncbi.nlm.nih.gov/27253770/
Pinnacle Promotions. The Psychology of Colors in Product Branding and Swag Design. Available from: https://www.pinnaclepromotions.com/blog/the-psychology-of-colors-in-product-branding-and-swag-design/?srsltid=AfmBOoqIpk1A9fwI_nXvV283AM4SUKH-9GKVOPidVeEqBqxY0I0AX5fH
Van Herpen E, Trijp HCM. The influence of color and the presence of sustainability labels on the perception of healthy food. Food Quality and Preference. 2011;22(1-2): 111-116. Available from: https://pubmed.ncbi.nlm.nih.gov/21554909/
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