Colors influence us every day and have real effects on us: our mood, our perception, our choices, our behavior… They are everywhere in advertisements, on the Internet, on our clothes, on our walls, in our cars, everywhere around us. Without us realizing it, they tint our decisions.
Color psychology: its applications1
Colors are used to try to cure illnesses, are common in almost all the descriptions we make, and much has been speculated on the relationship between color and personality. In fact, we tend to choose colors that are consistent with our emotional state and that we think represent us better. Here are the main professional and daily applications of color psychology.
The meaning of colors for creatives
Perhaps the first professions that come to mind when we talk about color and color psychology are the professions related to creativity. Designers (graphics, fashion, interiors, products, etc.), artists, advertisers, and other similar occupations require a good knowledge of what is going on in people’s minds to capture their attention and communicate with them. The media are filled with examples. We can observe that the color ranges of an information program are quite different from those of a children’s program.
Getting out of the crowd in society as saturated with images as ours is a very complicated mission, but thanks to color psychology, it is possible to reach the audience more easily and create an emotional impact. Predicting the public’s reactions to colors is essential to convey a message. If you want to talk about preventing traffic accidents, what color would you use?
The meaning of colors for businesses
The corporate image of companies is fundamental. If we mention the color red and a refreshing drink … no more clues needed. To give us a feeling of coherence and to settle well in our memory, the brands condense in their logo and in all the visual elements their personality thanks to the different colors. Colors are essential in marketing strategies.
Imagine the case of a restaurant chain that does not think it useful to use its corporate colors and which has a different presentation for each locale; our memories will be weaker and more disorganized. Consequently, we are losing a lot of opportunities to capture and retain the customer. The picture is not everything, but it helps a lot in these cases. And even more in the current market which is very changeable and with great competition.
We can observe the color changes that companies use depending on the characteristics of their audience and fashion trends. It is no coincidence that some brands are changing their usual colors to green, which, as we know, is the color of ecology par excellence.
Colors are not only crucial for the public image. Employees can increase their well-being and productivity if they work in a place where they feel comfortable. A closed black space with little light makes people feel suffocated and want to spend as little time as possible at their work station.
On the other hand, if we paint the walls white and add a few touches of green and blue, as well as other warmer colors (respecting the brand image), it will certainly seem a more attractive place.
The meaning of colors in our daily life
Colors also affect our most common decision-making. Since our birth, we are asked what our favorite color is, and each of us has our personal preferences. Almost all objects are available in several colors. So, if our decision is not too important (choose a cup), we will likely look for our favorite color.
However, there are situations in which we must take into account more variables. If we are going to buy a car, we must be sure not to be wrong. We will be spending a lot of time in our car, and it may be that we would like to have an orange one, but it will get boring, and we want to change it.
On the other hand, a car of a dark color, like black or dark blue, may be more challenging to see at night. On the other hand, a white car gets dirty very quickly, and maybe we want something more fanciful. These dilemmas are often resolved after having ruminated on the decision for sufficient time, or with the advice of friends or relatives.