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Psychological Responses to Colour

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

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 purity, marriage in the U.S. but death in India and other Eastern cultures.

Black 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

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

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

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

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

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

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.

Gray Gray

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.

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