The Science and Psychology of Colour
Colour + Science + Emotion = Impact
The science and psychology of colour is not only something for your designer to think about. Its impact should be considered when applying design and colour to consumer and brand marketing creatives.
Consider the recent article by UK paper company GF Smith who announced the world’s favourite colour. To discover the people’s choice, an online survey was conducted over six months with thousands of participants in over 100 nations. Individuals selected their favourite shade online by hovering over an infinite palette of shades until they found the one that appealed the most to them.
Fine arts graduate Annie Marrs selected the original colour, a shade of teal to match the lush landscapes of Scotland not quite blue, not quite green, with touches of grey.
When it comes fine tuning your artwork for a particular target audience, wether it be for events, marketing, fundraising or branding you must research and understand what certain colour shades represent to that audience. Light red represents joy, passion, sensitivity, and love. Dark orange can mean deceit and distrust. Gold evokes the feeling of prestige. Dull yellow represents caution, decay, sickness, and jealousy. Dark green is associated with ambition, greed, and jealousy. The next step is to consider the environment your artwork is being distributed within and what certain colours will represent in this context. To understand this thoroughly we must first understand the role colour plays in our lives.
The role colour plays in our lives
Our love affair with colour is not a recent preoccupation. It’s really as old as sight itself. Over the ages, we have explored the effects of colour on the human imagination and psyche. From before Michelangelo to the interior decorators of today, the colour palette has been one of the vessels through which we tell our stories, and project our emotions and personalities. Colour connects us to who we are as human beings.
1. The impact of colour in Iconography (symbol)
The creative marketing industry has been obsessed with the emotional impact of colour for over 200 years, especially with the adoption of iconography.
Colour augments personality and permeates the emotive, subconscious mind, largely bypassing logic. Consider the icon branded marketing symbols associated with McDonald’s, Shell and Lego. You don’t know why, but you feel strong emotions associated with these brands.
This is intentional. Although we logically know that red (used in those logos) traditionally represents romance or aggression, studies show that red is in fact strongly associated with expertise and self-assurance – a defining reason for the use of this colour by these brands.
Whether we realise it or not, colour is a secondary language we all speak but don’t necessarily realise we do. In many respects, it speaks louder than words. For instance, the same study shows that when people say ‘I’m feeling blue’, we know they are communicating that they feel gloomy or sad. However, this does not translate in a brand marketing context. When used in brand, blue raises powerful feelings of success, confidence and reliability and this is why it’s important to understand how colour represents different meanings when applied to certain organisations, products or events and the setting these items live in.
2. The impact of colour in environments
A different reaction occurs when colour is applied to environments. Researchers Bellizi and Hite (1992) found that in a simulated retail environment, more positive retail outcomes occurred in blue, not red environments. More purchases, fewer purchase postponements, and a stronger inclination to shop and browse were all found in blue environments.
Suffice it to say, colours have a definitive psychological impact on our emotions, perceptions and decision-making.
A valuable marketing agency not only understands the relationship between creative, design and colour, but also has talented designers that can pull it off. Creative innovators who comprehend the science of colour in a body of work, can harness the power to influence even the most steadfast of minds. We break this theory down with the following equation;
The team at 4community understand the art of design and the role it has in creating your unique impact and creative solutions for your organisation. We design with purpose, not in isolation of your strategy. To learn more visit our website or call 1800 822 763
- Jason Carrasco
Share this page