The document discusses color theory and the psychological effects of different colors. It describes the archetypal meanings and physiological impacts of various colors like red, blue, green, purple, orange, yellow, black, white, brown, pink and warm and cool colors. For example, red increases heart rate and passion while blue lowers blood pressure and promotes calmness. The document suggests that understanding how colors psychologically influence people can help with design, advertising and other applications.

1. Color Theory The Psychology of Color

2. 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?

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

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

5. 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

6. 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

7. 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

8. 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

9. 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.

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

11. 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

12. 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

13. 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.

14. 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.

15. 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?

16. 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