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Color theory – How does it influence us?
by Jennifer Proia
Color. We all have subconscious thoughts and emotional reactions to it. But we often don't realize what our emotional reactions are, and because of that, how to best use color to our advantage. After all, you want people to enjoy looking at and reading your marketing materials, right? So let's get down to business! I hope this gives you some insight into the fascinating world of color.
RED – Red inspires the strongest characterizations of all the colors: that of heat, energy, vitality, passion, blood, lust, sin, fervor, royalty, passion, courage, agitation, war. Dr. Max Luescher, a Swiss psychologist, theorized that people generally associated bright red (and yellow) with achievement. This is a color that commands us to pay attention. May be earthy (rust, maroon, burgandy) or bold, such as "fire engine" red.
YELLOW – Exciting jovial, cheerful, wisdom, wealth, visibility. plentitude. Other shades of yellow (more greenish hues) are considered to be unhealthy, sickly, malevolent (so the particular shade of yellow is very important – stick to warm, bright, sunny tones!)
ORANGE – The sun, fruitfulness, harvest, thoughtfulness, excitment, defiance – a very stimulating color.
GREEN – Has both positive and negative connotations (like yellow). Can be cool, pleasant, leisurely, controlled, secure, peaceful, jealous ("green with envy") . The right shade will get people to relax. It can signify nature (spring green, olive green, forest green) or sickness and death (yellowish shades of green – choose wisely).
BLUE – Cool, peaceful, pleasant, infinite, secure, dignified, tender, truthful. Associated with royalty (royal blue), the night (midnight blue), the sea (navy blue), and the sky (sky blue). Blue puts people at ease, particular the lighter shades of blue.
PURPLE / VIOLET – Wisdom, victory, pomp, ealth, humility, tragedy. The ancient Greeks and Romans often wore purple garments in sacred ceremonies. It is also a regal color associated with royalty, emporors, and ecclesiastical authority ("the Gods") as well as opulence and wealth.
BLACK – Power, mastery, protection, mystery, wisdom, intensity, anxious, melancholy, death.
WHITE – Joy, neutrality, purity, honesty, integrity, openness, freshness, cleanliness, femininity, innocence.
GREY – Ambivalence. Not absolute black, not white, it "straddles the fence" and is a noncommittal color. Very popular for business attire; non invasive, neutral.
BROWN – Associated with protection, autumn, decay, humility, melancholy, neutral (similar to black).
Main Reference Book Used: "Nonverbale Communication"
by Peter A. Anderson, Mayfield Publishing, 1999 (CA)
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