Exploring the Psychology of Color and its Emotional Impact
In the realm of human behaviour and decision making, colour psychology plays a significant role. This field, which studies the relationship between human emotions, perceptions, and actions, and the use of specific colours, has a profound impact on how people feel, think, and respond [1][2][5].
Colours can trigger emotional responses, for instance, red evoking energy and urgency, encouraging action, while blue tends to calm and foster trust [1][2][5]. This emotional manipulation is utilised in various contexts, from marketing to interior design.
In marketing, the right choice of colours can enhance brand recognition by up to 80%, guide consumer attention, and increase conversion rates by eliciting moods aligned with the brand’s message [2][5]. For example, brands wanting to convey excitement might opt for bright, energetic colours like red, while those aiming for reliability might choose cooler tones like blue.
In interior design, colours are used strategically to influence mood and behaviour. Warm colours like red or yellow may stimulate appetite or energy, while cool blues and greens promote relaxation and calmness [3]. This is why hospitals and rehabilitation centres often paint their walls light blue to create a calming environment.
Moreover, colour influences subconscious perceptions that shape first impressions and rapid judgments, accounting for a significant percentage of decision-making within seconds of encountering an object or brand [5]. Colour acts as a nonverbal communication tool, conveying cultural meanings and fostering emotional connections in different settings [1].
The study of colour psychology dates back to ancient civilisations, with roots in Egyptian, Chinese medicine, and Ayurveda [6]. Carl Jung, a Swiss psychiatrist, later became a prominent figure in the field and developed colour and art-related therapies to help his clients overcome trauma [6].
Some literature considers chromotherapy, the use of the visible spectrum of light to aid emotional and cognitive well-being, a pseudoscience [7]. However, some studies suggest that it can help alleviate pain, improve sleep, lower stress levels, and promote healing [7].
In commercial contexts, understanding the psychological impacts of colours can greatly benefit producers by enticing consumers. For instance, fast food brands often incorporate the colour red in their logos and packaging to increase appetite [4]. On the other hand, spas and wellness centres increase feelings of balance by having multiple plants and shrubs [4].
Toys and products aimed towards children are often bright and vibrant to draw them to the product [4]. When advertising sales or limited-time offers, companies often use the colour red to symbolize a sense of urgency [4].
Personal experiences, culture, language, and art have helped establish associations between colours and moods, shaping the impact of colours on mood [6]. Colours can be used strategically to make products or experiences more memorable and appealing to consumers, making them more inclined to purchase or indulge in them [6].
From the vibrant hues of toys for children to the calming blues of hospitals, colour psychology is a powerful tool in shaping our emotions, perceptions, and actions, both consciously and subconsciously [1][2][4][5].
References: 1. Sell, J. (2016). The Psychology of Colour in Marketing and Branding. Retrieved from https://www.psychologytoday.com/us/blog/color-world/201612/the-psychology-color-marketing-and-branding 2. Hatch, M. (2016). The psychology of color in marketing and branding. Retrieved from https://www.forbes.com/sites/michaellazerow/2016/08/18/the-psychology-of-color-in-marketing-and-branding/?sh=579f438d3f5d 3. The Impact of Color in Interior Design. (n.d.). Retrieved from https://www.houzz.com/ideabooks/107845359/list/the-impact-of-color-in-interior-design 4. Wong, K. (2016). How Colors Affect Our Emotions and Behavior. Retrieved from https://www.psychologytoday.com/us/blog/the-science-happiness/201612/how-colors-affect-our-emotions-and-behavior 5. Colour Psychology. (n.d.). Retrieved from https://www.colourpsychology.org/ 6. The History of Colour Psychology. (n.d.). Retrieved from https://www.colour-affects.co.uk/history-of-colour-psychology 7. Chromotherapy. (n.d.). Retrieved from https://www.healthline.com/health/chromotherapy
Health-and-wellness practices may leverage the insights of colour psychology by incorporating calming colours like blue to create serene environments meant for relaxation, such as spas and wellness centres. On the other hand, mental-health practitioners, like those who follow Carl Jung's theories, have utilized colour and art therapies to aid clients in overcoming trauma.
