PSYCHOLOGICAL RESPONSES TO COLOUR

Introduction:

It is probably well to mention at this point that color affects people Psychologically. These qualities were discovered during the Middle Ages, and are partly responsible for the use of so much blue in the stained-glass windows in the great cathedrals. Color meanings and perceptions around the world are often paradoxical. It's up to the designer to choose a palette that works to the advantage of a given design.

White

White - is cheering and reflects sunlight, particularly when used with red, yellow, or orange.

PSYCHOLOGICAL RESPONSE Purity, cleanliness, precision, innocence, sterility, death NOTES OF INTEREST Signifies virginity, marriage in the U.S. but death in India and other Eastern cultures.

Black

Black suggests color and like gray it is depressing unless combined with a livelier color.

PSYCHOLOGICAL RESPONSE Power, sexuality, sophistication, death, mystery, fear, unhappiness, elegance NOTES OF INTEREST Signifies death and mourning in many Western cultures. In packaging, conveys elegance, wealth, and sophistication.

Blue

Blue - reduces mental excitability and therefore helps one to concentrate. It is both cooling and sedative, but cannot be used indiscriminately, as too much of it produces melancholia.

PSYCHOLOGICAL RESPONSE Trust, conservative, security, technology, cleanliness, order NOTES OF INTEREST Used in the U.S. by many banks to symbolize trust.

Green

Green is a cooling color and acts as an opiate.

PSYCHOLOGICAL RESPONSE Nature, healthy, good luck, jealousy ("green with envy"), renewal NOTES OF INTEREST Doesn't do well in a global market. There are problems associated with green packaging in China and France. Green has been successful in attracting investors in the Middle East.

Yellow

Yellow is cheering and stimulating and draws attention.

PSYCHOLOGICAL RESPONSE Optimism, hope, philosophy, dishonesty, cowardice (a coward can be described as "yellow"), betrayal NOTES OF INTEREST Yellow is a sacred color to Hindus.

Red

Red is exciting and stimulates the brain.

PSYCHOLOGICAL RESPONSE Power, energy, warmth, passions, love, aggression, danger NOTES OF INTEREST Red changes meaning in the presence of other colors. With green, it becomes a symbol of Christmas. When combined with white, it means joy in many Eastern cultures.

Purple

Purple is a sedative and soothing.

PSYCHOLOGICAL RESPONSE Spirituality, mystery, royalty, transformation, cruelty, arrogance NOTES OF INTEREST Purple appears very rarely in nature.

Brown

Brown is restful and warming but should be combined with orange, yellow, or gold, because it can be depressing if used alone.

PSYCHOLOGICAL RESPONSE Earth, reliability, comfort, endurance NOTES OF INTEREST Food packaging in the U.S. is often colored brown, to great success. In Colombia, brown discourages sales.

Grey

Grey suggests color and like brown it is depressing unless combined with a livelier color.

PSYCHOLOGICAL RESPONSE Intellect, futurism, modesty, sadness, decay NOTES OF INTEREST Gray is the easiest color for the eye to see.