How do colors affect us? What effect do they have on us?

Have you ever wondered why the Ferrari logo is red ? Or why are Barilla boxes blue ? Or, again, why is the McDonald's M yellow ?

Behind each of these colors, there are often very specific strategies. Marketing, brand positioning or advertising strategies.

But all these strategies are based on the psychology of colors and that is on the effect that colors generate in us .

In this article I talk about it in detail.

Ready to go? OK let's go!

What would happen to McDonald's revenues if the CEO decided to repaint the famous "M" with a dark brown?

I bet they would drop a lot. Not only because people would no longer recognize the yellow M but also because a brown M would not convey the same psychological effect .

And this, of course, is due to the psychology of color.

You can define color psychology like this:

Color psychology states that color is a sensation that is perceived by our brain and that causes certain feelings and emotions .

Our relationship with the colors that surround us is closely linked to the way we have perceived them in the course of our lives and certain colors convey very specific sensations to us because our brain automatically associates them thanks to our experience of them. Clear?

Therefore, if you are a graphic designer (or want to become one), you must understand that the choice of color is a crucial factor in determining the success of a project.

The psychology of colors in graphics

Colors represent a sort of non-verbal language that manages to appeal to the human mind and to communicate well-defined sensations, even before the eye codifies the written word .

A green logo, for example, puts the observer in a precise emotional condition, which facilitates the transmission of an unconscious message before the word is actually read.

This is because human beings associate memories and emotions related to nature, meadows, woods, etc. with greenery.

Colors therefore manage to act at an intimate level of the mind and to guide a choice, often made almost automatically, precisely because of a biological component common to all mankind.

For example, have you ever noticed how red is one of the most common colors in food companies? Or blue in institutional logos? Or the Yellow among the oil companies? Or the Gray among the car companies?

Each of these colours, depending on the context , on one's memories or on the basis of cultural extraction, generates certain emotions.

Colors have a very important power and psychological meaning.

They provoke emotions , they influence our ways of doing and thinking, they bring to mind past experiences.

That of colors, as mentioned, is a primitive language, capable of evoking certain emotions and sensations in us.

Today, the psychology of colors has found new applications, including the so-called neuromarketing, an activity capable of recreating environments, of advertising services and products, of recalling particular emotions to the mind and the unconscious.

But before marketing, colors already had a strong symbolic value .

Let's try to find out what the power of colors is and what messages they manage to convey to our psyche.

The colors of emotions

How was the psychology of colors born and what does this subject study?

The psychology of colors aims to analyze the reasons why colors are able to stimulate the human mind causing particular emotions.

Each color has a precise meaning and its connection with a certain part of the brain can promote moods and emotions.

But why does all this happen?

In nature, colors do not exist as such, yet human beings are able to perceive them because the eye absorbs the electromagnetic radiation of light, which the retina, depending on the intensity of the stimulus and the wavelength, sends to the brain so that is transformed into a specific color.

The psychology of colors has given way to the birth of particular therapeutic forms that use the power of colors to calm, heal or soothe certain symptoms.

Chromotherapy is able to cure some disorders by exploiting the different stimuli sent to the brain.

Furthermore, the notions of color psychology are used by psychologists for various tests, including that of Luscher, created in 1947 by psychologist Max Luscher.

This very special exam allows you to analyze the emotions and mood of a patient on the basis of the colors he chooses.

Luscher's color test has proved to be useful for deeply analyzing the personality of children and adults, in order to resolve some difficulties.

For example, one of the most frequent applications is the one that sees drawing and writing as protagonists.

Colors represent a very important means of communication: the different wavelengths of the various colors tend to stimulate the limbic area of the brain, which is responsible for emotions.

That's why when we talk about the psychology of colors we talk above all about emotions.

Meaning and symbolism of colors

Two of the psychologists who have dedicated more space to colors are the Swiss Max Luscher and the German Eva Heller.

Both have studied the meaning of colors and their approval rating. These studies have determined that the most popular color of all is blue.

Before delving into the fundamental notions of color psychology, it is worth remembering what neutral, primary and secondary colors are, in order to better understand the different influences dictated by all possible overlaps.

• Neutral colors are black and white
• The primary colors are red, yellow and blue
• Secondary colors are orange (yellow + red), purple (blue + red), and green (yellow + blue)
• Complementary colors are those that combined with a primary color create white light: orange and blue, purple and yellow, green and red

And now let's try to understand how the psychology of colors, together with the symbolism of colors, can help us better explain the characteristics of our personality.

All this thanks to the understanding of a widely studied biological phenomenon, which sees our brain as the protagonist and its response to the different stimuli applied by the electromagnetic waves that affect the different areas.

The White

White represents the beginning; it is a blank page on which to write a new story. It has an authoritative, pure and enveloping power. As a combination of all the colors of light, it represents the concept of wholeness and spiritual power. The white color expresses simplicity, cleanliness and purity and brings peace and tranquility. . The human eye perceives it as a bright color, which is why it is used to immediately attract attention in signage. White is often used in baby and health products.
Choosing the white color is also ideal for the domestic, religious, wedding, legal, medical and technological sectors.

Among the brands that use white : Adidas, Kappa, Cartier, Sony, Lancôme, Zara.

The black

Black symbolizes the end: it is the negation of white and all other colors. In this sense, it is often associated with death, loss and darkness, even though it is synonymous with elegance and formal rigour.

It is an authoritative and strong color, despite its negative connotation, caused by the ability to absorb light and trap it. It is the strongest color on the spectrum. It's serious, bold, powerful and classic. It creates drama and connotes sophistication. The black color is functional for the representation of expensive products, but it can also add weight if not used appropriately.
Choosing the color black is ideal for expensive products, such as high fashion brands .

Among the brands that use black: Chanel, Dolce&Gabbana, Gucci, Prada and Ralph Lauren, Nike, Puma, Mercedes-Benz, Lamborghini which together with gold indicates the utmost luxury, Jack Daniel's, Nintendo, Mtv, Disney and WWF.

The gray

Among the neutral colors there is also gray: it is a peace-loving color, devoid of particular stimuli. In this sense, those who prefer gray have a tendency not to accept responsibility and involvement.

From a psychological point of view, gray is the color of immobility and insensitivity to external influences. Neutral and balanced, gray declined in the lightest shades refers to the brilliance of silver and the sheen of metal. It requires a lot of attention for the use of darker shades, which bring back concepts of darkness, sadness and gloom. It is often combined with other colors to make the brand more vibrant, as in the case of Audi and Toyota, which combine it with red.
Choosing the gray color is ideal for the technological, steel and automotive sectors.

Among the brands that use gray : Apple, Wikipedia, Mercedes Benz, Audi and Toyota

The Red

Red is a color capable of transmitting strength and energy, thanks to its ability to activate the nervous system. It is also the color of desire, passion and the lust for success.

It's a real drive for action and change. In addition, red is the color of the present and is preferred by people who want to assert themselves now and forever. It indicates a strong temperament, but it can turn into an aggressive color and, for this reason, it is not ideal for children who already have a lively character.

Marketers use it to grab the reader's attention and communicate feelings of urgency and need, so as to stimulate impulsivity.

It is among the most perceptible colors. Stimulates the autonomic nervous system to the highest levels, causing an adrenaline reaction, increasing salivation in case of hunger or stimulating instinctive reactions. Red activates the pituitary gland, increasing heart rate and breathing. This visceral response makes red aggressive, energetic and defiant. Red elicits a passionate, though not always favorable response, for example, it can communicate danger or a condition of indebtedness.
Choosing the color red is ideal for the food sector but also for the beverage sector, for youthful, technological products dedicated to love and medicine.

Among the brands that use red : Coca Cola, Red Bull, Kellogg's, McDonald's, Adobe, Lego, Levi's, H&M, Avis, Colgate, Netflix, Adobe, Pinterest, YouTube and, why not, the Insight Agency.

The blue

Blue is the color of calm, tranquility and peace.

It stimulates productivity and, despite being a cold color, it is associated with sensitivity and spirituality. There are over 100 different shades of blue, and each of these can bring harmony, calm, and fidelity to varying degrees.

In particular, the darker shades bring peace and tranquility, while the lighter ones relax and have a good mood. Blue is also beneficial for love relationships, being the color of stability and fidelity, the absence of tension and deep feelings.

Blue is able to promote focus and meditation, as well as the free flow of vital energy. It is no coincidence that in chromotherapy blue is used to improve the ability to concentrate and to calm children's hyperactivity.

The calming power and feeling of protection or security of the color blue is due to its short wavelength. The association with the elements sea and sky favor a perception of solidity and reliability. Statistically, blue is the favorite color of the most people. Cool blue is perceived as reliable, authoritative, and confident. This color is often applied by financial institutions as it expresses authority, stability and trust.
Choosing the blue color is also ideal for the aviation, health and wellness, agriculture, technology and web sectors.

Among the brands that use blue : Facebook, Deutsche Bank, Visa, DELL, Intel, Allianz, Nokia, Ford, PayPal, Visa, Samsung, Panasonic, Reebok, Nivea.

The purple

Purple and lilac are born from the union of blue and red and tend to blend the calm of the first with the impulsiveness of the second, creating an atypical mix between object and subject of the action.

Purple is also the color of magic, by virtue of its fantastic and intuitive value, capable of inducing the subject to believe that his wishes can come true.

According to psychologists, adults should focus on primary colors, while preferring purple could indicate the presence of childhood trauma or the inability to assume one's responsibilities.

Purple and lilac are also associated with ambiguity, the feminine world, intuition, magic and spirituality. The ambivalence inherent in this color is due precisely to the presence of two opposing thrusts (the strength of red and the calm of blue).

For this reason, purple is perceived as an accommodating color, but also as mysterious and elusive. Purple is a favorite color for creative types. The value and tonality of this color greatly influence communication: the darker purples can inspire a sense of death while the paler and colder ones, such as lavender, are delicate and nostalgic; reddish purples, like fuchsia, are exciting and energetic; purples like plum evoke a feeling of magic.
Choosing the purple color is ideal for the fashion and cosmetics sectors (beauty centers and anti-aging products), for healthcare and for children.

Among the brands that use purple: Milka and Cadbury for chocolate but also Yahoo!, Zoopla, Taco Bell and FedEx in combination with orange.

The yellow

The most evocative and brightest of all primary colors is undoubtedly yellow.

This color recalls the joie de vivre, lightness and, applied to the human personality, an open, strong and relaxed mentality; after all, it is the color of summer, sun and happiness.

Those who prefer yellow have a volcanic, energetic, but also fickle personality. Unlike red, which represents the present, yellow is the color of the future, of expectation and hope.

The meaning of yellow is transformation, change, often even temporary: those who prefer this color do not like to rest and are constantly on the move, driven by new ambitions.

In the marketing sector, yellow is used to identify youth and optimism, despite being a color capable of generating anxiety and heaviness in the long term. Precisely for this reason it is considered ambivalent.

In any society, as we have seen, yellow is associated with sunshine and warmth. It communicates optimism, positivity and light. Compared to other colors it gives an illusion of approach in space and helps to enliven the surrounding colours. Some shades seem to motivate and stimulate creative thinking and energy. Yellow stimulates reflection and memorization. Light greenish yellows can cause anxiety, darker ones evoke wealth.
Choosing the yellow color is ideal for the energy, domestic and food sectors.

Among the brands that use yellow : Burger King, Hertz, McDonald's which combines two primary colors red and yellow present in the "M" to create an atmosphere of positivity and joy. Shell, Post-it, BIC, Renault, Ikea, NIKON, Snapchat.

The green

Green is the color of resistance to change and elastic tension.

People who love this color are proud and balanced and manage to create a barrier that separates them from external stimuli, in such a way as to better manage them.

Green is typical of those seeking better living conditions both from a practical and health point of view. Also, people who have strong and clear opinions like it. Green is the color of rebirth and can prove useful for those suffering from anxiety and depression, having relaxing abilities.

It has the shortest wavelength and is therefore the most relaxing color in the range. In general, green denotes health, freshness and serenity. The association with nature and vegetation gives a sense of safety and security. The clearer it is, the greater the sense of youth and calmness. Dark greens, on the other hand, give the idea of economic growth and prestige. The more neutral the green, such as olive green for example, the greater the feeling of realism that is returned.
Choosing the color green is ideal for the environmental, economic and financial, pharmaceutical, wellness and technology sectors.

Among the brands that use green : Android, Starbucks, Holiday Inn, Land Rover, Tic Tac, Xbox, Heineken, Carlsberg, the Lacoste crocodile, Spotify.

The Orange

Orange blends together the two colors that symbolize energy and will, namely red and yellow.

It is the color of transformation, but also of inner peace, so much so that it is often used during Buddhist religious practices.

Marketing uses it to get consumers to buy, especially in its more subtle nuances.

Orange is the combination of red and yellow, orange generates sensations similar to those of the colors that compose it: vitality and excitement (red) and warmth and friendliness (yellow). This color evokes exuberance, fun and vitality. Darker oranges stimulate salivation and a feeling of luxury, lighter ones connote physical well-being, freshness, quality and strength. The more neutral orange is, the less activity it has, although it retains a certain sophistication and exoticism.
Choosing the color orange is ideal for banking, technology, energy drinks, youth products. Peach tones work well in the healthcare, foodservice, and beauty & wellness industries.

Among the brands that use orange : Mastercard, ING DIRECT orange current account, Amazon, EasyJet, TNT, Etsy, Fanta, Harley-Davidson, Blogger and Bitly.  

The pink

The message of pink varies according to its intensity. Hot pinks convey energy, youth, fun and excitement and are recommended for less expensive or trendy products for women or girls. Dusty pinks look sentimental. Feminine color par excellence, it evokes tenderness, sensitivity, love, care and empathy.
Choosing the pink color is ideal for the confectionery sector, for products related to the female world, for weddings and for children.

Among the brands that use pink : Barbie, Cosmopolitan, Indiegogo, Victoria's Secrets.  

The brown

The association of brown with earth and wood gives a sense of well-being and security. This earthy color conveys simplicity, durability and solidity. In some cases it can elicit a negative response from consumers who consider it "dirty". Certain shades of brown, such as terracotta, can give a refined look. Functionally, brown tends to hide dirt, making it a logical choice for some trucking or industrial businesses.
Choosing the brown color is ideal for the clothing, automotive, agriculture, food and high fashion sectors.

Among the brands that use brown : Yves Saint Laurent, Louis Vuitton, the express courier UPS, Nespresso, M&Ms.  

The meaning of colors in different cultures

As already anticipated, the psychological properties of colors also depend on the culture of reference and the personal experience of the observer. In this infographic we propose a visual synthesis in which it is possible to verify the meaning of each color in different cultures. This tool is particularly important for those who decide to address markets that are very different from their own context of origin.

In the image we have selected a beautiful representation of colors in different cultures. David McCandless's work is available in high resolution on the Information is beautiful website