Color psychology is the association of colors with the emotional and mental reactions arouse on people with sight. There are many proven and accepted elements of color on the effects of people’s psychology. However, some interpretations, meaning, and perceptions may vary due to the difference in cultures and environment. Color psychology is usually affected by the two color categories; warm and cool colors. Warm colors, which are mostly bright, are used to bring a warm and comfortable feeling. These can also evoke negative emotions such as anger and hostility. They include yellow, red and orange. Cool colors evoke certain emotions ranging from calmness, serenity peace and sadness. They include green and purple.

Emotions Evoked by Different Colors

Colors such as purple are used to bring peace to a surrounding thus encouraging activity. Red color gives a powerful presence; it gets the attention of someone very fast. It should be used sparingly to avoid awakening negative emotions that may occur when it’s too much. Orange color gives an enthusiasm and high energy. It provides a visual feel of fun and freedom. The yellow color is mostly known as the epitome of happiness, cheerfulness, and joy. This is a color to be used if the website is about lifting someone’s spirit; it attracts a lot of responsiveness.

Green color has a much more positive reaction compared to other colors. It gives one a sense of rest and tranquility. It reflects mostly on the peaceful aspect of life. It is scientifically proven that the eye retina primarily focuses on the green color and it is less straining to the muscle of the eye. The blue color which is widely used in marketing, branding, and websites, gives a sense of trust distress and calm. It evokes a more psychological reaction than physical. It is best used in marketing as it evokes a feeling of trust and building of relationships.

Purple which is mostly known as the color of imagination evokes a soothing mysterious feeling. It can also be very distracting if used too much. Black is a color of sophistication, control, and seriousness. If used too much it can cause negative emotions such as depression. This is because it is associated with evil, death, and darkness.

The Application of Psychology of Color in Marketing and Branding

A color is an essential tool in marketing and branding as it has an impact on thought and behavior of people. Color adds to the visual of a brand, and it directs the eye where to look. It is also known to add context to content. Everyone has a different reaction to color based on past experiences and environment. Research has shown that bright colors evoke physical responses and activities while calm, softer, and deeper colors elicit a more mental and visual response. People tend to judge a brand the first 90 seconds they come into visual contact with it. Up to 90 percent of that judgment is purely based on the color used. When it gets to the business of getting people to sign up or click a button to a website, contrast of the colors used on the website is very important.