The Psychology Of Color

Color Theory The Psychology of Color

A new look at color…
Why is your favorite shirt, or outfit, your favorite?
Why do advertisers use certain colors to advertise their products?
How do colors influence our lives every day?

Archetypal Colors
Green
Envy
Natural
Wisdom
Life
Cools and calms
Lowers blood pressure and appetite

Red
Passion
Love
Anger
Creativity
Increases heart rate and blood pressure
Increases appetite
Archetypal Colors

Blue
Water
Cool
Clean
Rebirth
Lowers blood pressure
Decreases appetite
Blue also symbolizes loyalty and that is why one should wear blue to a job interview.
People are also more productive in blue rooms and increase work efficiency.
Archetypal Colors

Purple
Royal, mysterious color, associated with both nobility and spirituality
Purple has a special, almost sacred place in nature: lavender, orchid, lilac, and violet flowers are often delicate and considered precious
Purple robes were worn by royalty and people of authority or high rank.
The Purple Heart is a U.S. Military decoration given to soldiers wounded in battle.
Taco Bell uses purple change the perception of their cheap food.
Purple is also a feminine color that stimulates the mind of the opposite sex. That is why women should wear purple on their first date to help create more attraction.
Archetypal Colors

Archetypal Colors
Orange
vibrant
combination of red and yellow
denotes energy, warmth, and the sun
less intensity or aggression than red
calmed by the cheerfulness of yellow

Archetypal Colors
Yellow
gets attention faster than any other color
all restaurants use some yellow in their logos. McDonalds, Taco Del Mar, Denny’s, Taco Bell, Burger King, Wendy’s…
yellow objects noticed first
best as a companion to other colors
Use bright yellow to create excitement when red or orange may be too strong or too dark.
perky
Good yellow
Yellow ribbon - hope, support, remembrance
Mellow yellow - laid back, relaxation
Bad yellow
Yellow or Yellow streak or Yellow-bellied - cowardice or coward
Yellow journalism - irresponsible reporting

Archetypal Colors
Black
conservative
goes well with almost any color except the very dark
serious and conventional
mysterious
Sexy
Sophisticated
black is the color of mourning in the west
Among young people, black is often seen as a color of rebellion.

Archetypal Colors
Brown
wholesomeness and earthiness
represents steadfastness, simplicity, friendliness, dependability, and health
warm neutral color that can stimulate the appetite

Archetypal Colors
White
Purity
Cleanliness
Innocence
Like black, white goes well with almost any color.
White is often associated with hospitals, especially doctors, nurses, and dentists.
Angels are typically depicted as wearing white

Archetypal Colors
Pink
softer, less violent red
Pink is the sweet side of red.
cotton candy and bubble gum and babies, especially little girls
large amounts can create physical weakness in people
romantic and charming

Warm Colors
Warm colors are based in red. Unlike hot colors, warm colors are softened with the addition of yellow, which creates a heady array of red-orange, orange and yellow-orange. These direct, emotionally touching colors seem to reach out to us-an inviting, comforting aspect of warm colors that makes them natural for home interiors.

Cool Colors
Cool colors are anchored in blue; unlike cold colors, however, they are blended with yellow and red, which creates a gorgeous range of colors from green through blue through violet. These colors are perceived as soothing, calming, meditative and peaceful, like a slowly moving stream.

The Psychology of Color Check for Understanding
1. Why is it important for a designer to know the psychological effects of color?
2. Why do food advertisers use lots of warm colors in their advertising and packaging?
3. Why do advertisers of “healthy” snacks use green?
4. How does color affect the way we buy things?

Archetypal Colors
Choose a superhero/villain from the list below. Based on what you’ve learned about color, why do you think your hero wears the costume he/she wears? Does the costume fit into the archetype for that color?
Superman Batman
Wonderwoman Spiderman
Lex Luthor The Joker
Yoda Darth Vader
Luke Skywalker Princess Leia

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The Psychology Of Color

by Rachal&James Vinarer

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