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Psychology of Color

A Collection of Research and Resources in Color Psychology

Krista Streuly

on 29 January 2014

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Transcript of Psychology of Color

The study of how color is a factor in human behavior.

A powerful non-verbal form of communication, it is an effective tool
in conveying or evoking emotion, setting a context or environment
for a specific message.
Color is Nature's own powerful signaling system - the universal,
non-verbal language.

It is the first thing we observe when we are assessing anything.
Successful Strategies
Why is Color Important?
Visual strategies are very important tools in the marketing and sales toolbox.

In communications today,
our main challenge is getting
and keeping people's attention.
Color 101: The Basics
What do you think ?
Color Tools & Resources:
Why is Color Important?
Color 101: The Basics
Specific Color Meanings & Associations
Color Strategies in Marketing & Design
Color Tools & Resources
What Do You Think?
Thank You
There are three main characteristics that can define color:

The hue is the color itself, as you can see the variations in the image below.

The saturation refers to the amount of color that distances it from the gray (a grayscale image, for example, is fully unsaturated).

The brightness refers to the amount of black
or white in the color.
Pure Color
<<<< Shades
Tints >>>>
What is Color Psychology?

Influences: Universal or Natural; Cultural; Personal
Color Strategies in Marketing & Design:
The question: Science vs. Art?
Should color choice be a pure scientific
decision? Or be purely subjective?

The goal is the answer:
Specifically crafted to appeal to the audience
while effectively communicating the story or message in a specific context.
We Know Every Color

Some we can predict easily.

Some we can't.

Traits to Consider:
- the industry - the field
- gender - the location
- age - specific experiences
Very important to know your audience and gain
as much insight into their color encyclopedia to lessen confusion and miscommunication.
Control the Conversation, Create a Visual Context

Red is almost always associated with a negative in the financial industries.

Giving the color red context can
help draw out the positives of
red (energy, heat, excitement)

and minimize the negatives
(“in the red”, alarm, emergency)
Although sometimes this is useful.

Giving the color a story. Themes
have their own sets of specific associations.

Giving strong colors a
limited but very specific role.

Color Pairings:
Using strong colors with 1 or 2 neutral
colors in the design can help ground strong
colors and elevate the overall appeal.
People are 55% more likely to pick
up a full-color piece of mail first.

Green, R. (1989). The Persuasive Properties of Color, Marketing Communications.
infographic & research by: Kissmetrics
infographic & research by: Psychology in Logo Design by Simon McArdle
color infographics & research by: RIPT Apparel, The Psychology of Color: A Guide to Color Selection
(Universal/Natural and some Cultural)
(Cultural, Personal or Experiential)
Full transcript