Color Psychology- How color affects our mind and our behavior


“Colors, like features, follow the changes of the emotions.”

– Pablo Picasso. 


The idea of colors and how they would impact a human’s life was taken in to debate many years among the designers and artists. The psychology of color is grounded on the mental and emotional consequences colors have on sighted people on all sides of life. There are some very individual pieces to color psychology, as well as some more accepted and tested elements. Keep in mind that there will also be variations in interpretation, meaning, and perception between different cultures.

Color psychology is the study of how colors affect perceptions and behaviors. In marketing and branding, color psychology is fixated on how colors impact consumers’ image of a brand and whether or not they encourage consumers to consider specific brands or make a purchase. It’s an essential field of study to consider when creating marketing assets, building a new business, or rebranding an existing one. In a study titled “Impact of color on marketing,” researchers found that up to 90% of spur-of-the-moment judgments made about products can be based on color alone.

Color plays a vital role in how your brand is perceived. Whether you’re a design brand trying to connect to a youthful audience or a grocery supplies store trying to strengthen customer trust, you can study color meanings to help you better attract and connect to your ideal customer. Color psychology can be used to help build a strong, relatable brand.


The previous editions of this selection were quite a hit, so feel free to check them out, as well :



Applying Color Psychology to Everyday Life



Did you know your surroundings may be influencing your emotions and state of mind? Do you ever notice that certain places especially irritate you? Or that certain areas are uniquely relaxing and calming? Well, there’s a good chance that the colors in those spaces are playing a part.

In art therapy, color is often associated with a person’s emotions. Color may also influence a person’s mental or physical state. For example, studies have shown that some people looking at the color red resulted in an increased heart rate, which then led to additional adrenaline being pumped into the bloodstream. You can learn more about how color therapy works and how light and color might affect us.

There are also commonly noted psychological effects of color as it relates to two main categories: warm and cold. Warm colors – such as red, yellow, and orange – can spark a variety of emotions ranging from comfort and warmth to hostility and anger. Cool colors – such as green, blue, and purple – often spark feelings of calmness as well as sadness.

The concepts of color psychology can also be applied in everyday life. For example, maybe you’re planning on re-painting your walls or redecorating a house or room with a new color scheme. 

Color psychology is the study of colors concerning human behavior. It aims to determine how color affects our day to day decisions such as the items we buy. Does the color of a dress compel us into a purchase? Do the colors of a package make us choose one brand over another? Does the color of an icon make us more likely to click on it? The short answer is yes. But the why part is a bit more complicated. Color meanings can have an impact on why we prefer specific colors over others. The same color can also have different meanings that are dependent on our upbringing, gender, location, values, and a variety of other factors.


Color and Consumer behavior



Color psychology suggests that various shades can have a wide range of effects, from boosting our moods to causing anxiety. But could the color of the products you purchase ever say something about your personality

Your color preferences why buying items might say something about the type of image you may be trying to project. Color preferences, from the clothes you wear to the car you drive, can sometimes make a statement about how we want other people to perceive us. Other factors, such as age and gender, can also influence the color choices we make.

Of course, the color selections we make are often influenced by factors including price, variety, and other practical concerns. Not only that, but color preferences can also change in time. A person might prefer brighter, more attention-getting colors when they are younger, but find themselves drawn to more traditional colors as they grow older. The personality of the buyer can play an important role in color selection, but buyers are often heavily influenced by factors such as price as well as availability.

For example, purchasing a white vehicle might be less about wanting people to think that you are young and modern and more about the climate you live in; people who live in hot climates typically prefer light-colored vehicles over dark ones.


Color Psychology and Marketing


Color evokes feelings. It incites emotion. And it’s not any different when it comes to selecting colors for your business.

Choosing the right colors for your marketing efforts can be the difference between your brand standing out from the crowd, or blending into it. By using colors strategically for your marketing efforts, you can get your audience to see what you want them to see and help them perceive you the way you aim to be understood. This is why understanding color psychology can be so useful for your marketing efforts. Because it can help you portray your brand the way you want to.

While choosing the right colors can enhance your brand perception, poor color selection can do damage to your brand image. For instance, if you want the wrong colors for your content or logo, it can turn out to be less readable, and hard for your audience to understand. Or you can risk being ignored altogether.

Color can be used by marketers to influence how people think and behave toward a brand and how they interpret any information. The choice of colors can help people decide what is essential. And that’s why content marketers need to understand what different colors mean.


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Niharika Jamar

Niharika Jamar is a young design aspirant with an unquenched thirst for knowledge and an ever-growing curiosity. Always on the hunt of books and fads, she has a distinctive flair for art. She gets a kick out of filling her work with tiny little details that can sometimes be hard to spot. Fond of typography, you can often place her lapped up, scribbling random words with spiraling curves. Her inability to sit idle makes her a part of Team DesignKiki, and she holds the position of a writer and publishes articles and blogs for the better of the design community.


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