Color is more than just a personal choice when creating art, or designing advertising and marketing materials. Every color choice makes an emotional impact on the viewer and can cement the understanding of a brand in consumers' minds.
Warm versus cool colors
Typically, colors are divided into two groups: cool colors and warm colors. Warm colors, like red, orange, yellow, gold, and brown, typically make you think of heat or light. Cool colors, on the other hand, are associated with tranquility and nature—colors like blue, green, purple, and grey. Cooler colors are found on the lower right hand of the color wheel while the warmer colors are on the upper left hand of the color wheel.
Choosing colors from one group or another can change how the viewer feels about a painting, product or brand. For example, say you are creating a logo for a company that sells blankets. To convey a sense of warmth, you might choose a color from the warm color palette. On the other hand, if you are creating a logo for a snow cone company, you want a color that feels chilly, like blue. Colors like blue, green and purple can literally make people feel colder.
How these colors affect viewers has a lot to do with how bright or saturated they are. For example, red can be a very stimulating color, but if you bring down the saturation, the viewer may associate the color with a sense of calm.
Color by color
Psychology studies have shown that different colors have different affects on humans. Here are a few:
• Red raises blood pressure, encourages people to gamble more and is the color of love.
• Blue is calming and is one of the most popular colors in the world.
• Orange makes people think of bargains.
• Green van spark creativity and outside-the-box thinking.
• People often think of boredom or cleanliness when they think of white.
• Black is thought of as sophisticated.
No matter if you are into fine art, design or marketing, considering color psychology can help you to convey your intentions to the viewer. When choosing colors, always think about your product and service and find colors that make sense for you!