Design Template by Anonymous
Color Psychology
While colors are often associated much closer with the arts, there are numerous scientific theories about color and how it is perceived both biologically and culturally. While we will not be exploring the biological implications in this tutorial, we will be diving deeper into the cultural and social connotations and exploring how to use both color psychology and color harmonies to create appealing color schemes for web designs.
While it is not an exact science, color psychology is an important topic for web designers to understand, at least on a basic level. Color psychology explores the emotional and psychological associations that people have with specific colors and how selecting colors based on these universal associations can promote desired messaging from a designer to a user. Take a minute to browse the brief listing of color psychology associations below:
Factors Impacting Color Psychology
These color associations are some of the most well-known connotations across the world, but it is important to note that there are some factors that can cause one's associations to differ from these universal associations. The three most predominant reasons are:
- Cultural customs and traditions
- Cultural/Regional environments
- Personal experiences and memories
For instance, in Irish culture, the color green is very commonly associated with good luck; however, in Chinese culture, wearing a green hat is a well-known connotation associated with infidelity.
Both natural and manmade components of one's environment can contribute significantly to how people perceive color. Whether the color is associated with a plant or flower, or maybe the color of an award winning ice cream stand, these variables can contribute to how large groups in specific regions view color.
For instance, if the color of your parent's vehicle was red growing up and your family went on annual summer road trips in that vehicle that you loved, you may have a strong positive association with red. On the other hand, if there was a kid who always bullied you at the bus stop before going to school who had a yellow backpack, you may have strong negative associations with yellow, even despite the color being commonly known as one representing happiness and warmth.
Brands Using Color Psychology
- Orange Theory
- Whole Foods
- Ford
- NYU
If you're not familiar with the company, Orange Theory, they are a fitness chain that owns many locations around the US. This company uses the color orange not only in their company name but also throughout their branding, such as in their logo and throughout their locations. Their use of orange is strongly associated with feelings of courage and enthusiasm, which both align strongly with their brand messaging.
Whole Foods is a grocer known for exclusively carrying organic, natural, and healthy alternative products in their store. Whole Foods strongly aligns its branding with the color psychology of the color green, which commonly represents freshness and nature.
This automotive company leans into the positive connotation associated with blue. Their use of this color across their brand aligns with many other automotive companies to convey feelings of reliability and safety to their consumers.
Formally known as New York University, this college is located in the heart of the city and is known for its prestige and sophistication. Many celebrities and highly successful individuals have attended NYU, including Angelina Jolie, Adam Sandler, and Whoopi Goldberg. NYU aligns its branding strongly with the color purple, which is a fantastic selection to represent the reputation of the institution, representing prestige and luxury.