The document discusses the psychology and application of colour in branding and design. It begins by noting that colour is perceived through light and that humans associate certain colours with emotions. It then covers colour theory, including primary, secondary and tertiary colours. The document explores how people make subconscious judgments about products and brands based on colour alone in under 90 seconds. It analyzes the use of specific colours like red, blue, yellow and others in branding and the positive and negative emotional associations commonly linked with each colour. In the end, it provides sources for further information on colour theory and psychology.

1. The Psychology of Colour
Understanding the application
of colour in brand identity

2. First let’s review colour:
1. Without light there is no colour.
2. Humans instinctively associate certain
colours with emotions.
3. Colour is constantly around us.
Colour and emotion - successful design will leverage the emotion related to certain colours

3. Light = Colour
• Light travels in waves from the sun
• Same electro-magnetic spectrum as radio
and television waves, microwaves, x-rays etc.
• Colour is the only part of the spectrum we
can see

4. Light = Colour
• Light travels in waves from the sun
• Same electro-magnetic spectrum as radio
and television waves, microwaves, x-rays etc.
• Colour is the only part of the spectrum we
can see

5. Light = Colour
• Light travels in waves from the sun
• Same electro-magnetic spectrum as radio
and television waves, microwaves, x-rays etc.
• Colour is the only part of the spectrum we
can see

6. Light = Colour
• Light travels in waves from the sun
• Same electro-magnetic spectrum as radio
and television waves, microwaves, x-rays etc.
• Colour is the only part of the spectrum we
can see

7. Traditional colour theory:
Primary Colours:
Red, Yellow and Blue
In traditional colour theory
(used in paint and pigments),
primary colours are the 3
pigment colours that can not be
mixed or formed by any
combination of other colours.
All other colours are derived
from these 3 hues.
mixing 2 of the 3 primary gives you a secondary colour
Primary Colours:
Red, Yellow and Blue

8. Traditional colour theory:
Secondary Colours:
Green, Orange and Purple
These are the colours formed
by mixing the primary colours.
Secondary Colours:
Green, Orange and Purple

9. Traditional colour theory:
Tertiary Colours: Yellow-orange,
red-orange, red-purple, bluepurple, blue-green & yellowgreen.
These are the colours formed by
mixing a primary and a secondary
colour. That's why the hue is a two
word name, such as blue-green,
red-violet, and yellow-orange.

10. In our world we work with:
Darkness = danger
emotional connection to absence of light - dark and brooding/dark and stormy/
dark alley...

11. In our world we work with:
Darkness = danger
emotional connection to absence of light - dark and brooding/dark and stormy/
dark alley...

12. In our world we work with:
Darkness = danger
emotional connection to absence of light - dark and brooding/dark and stormy/
dark alley...

13. Colour = Light
1. Without light there is no colour
2. Humans instinctively associate certain
colours with emotions

14. Colour = Light
1. Without light there is no colour
2. Humans instinctively associate certain
colours with emotions

17. Colour in research:
• People make a subconscious judgement
about a person, environment or product
within 90 seconds
• Between 62% and 90% is based on
colour alone
• Ads in colour are read up to 42% more
often than the same ads in black and
white.
Sources: CCCICOLOR - Institute for Colour Research; White, Jan V.,
Colour for Impact, Strathmore Press, April 1997

18. Colour in Branding and
Package Design:
• Campbell’s Soup have used
the colours black, blue, yellow,
gold, and finally red and white
• The red projects excitement
and is warm and eye catching at
point of sale
• The white assists with
projecting visual clarity and
purity.

19. Red and its meaning and
place in society
Positive: extrovert,
courage, strength warmth,
energy, stimulation,
sexuality, masculine,
excitement
Negative: defiance,
aggression, visual
impact, strain.

20. Red and its meaning and
place in society
Positive: extrovert,
courage, strength warmth,
energy, stimulation,
sexuality, masculine,
excitement
Negative: defiance,
aggression, visual
impact, strain.

21. Red and its meaning and
place in society
Positive: extrovert,
courage, strength warmth,
energy, stimulation,
sexuality, masculine,
excitement
Negative: defiance,
aggression, visual
impact, strain.

22. Red and its meaning and
place in society
Positive: extrovert,
courage, strength warmth,
energy, stimulation,
sexuality, masculine,
excitement
Negative: defiance,
aggression, visual
impact, strain.

23. Red and its meaning and
place in society
Positive: extrovert,
courage, strength warmth,
energy, stimulation,
sexuality, masculine,
excitement
Negative: defiance,
aggression, visual
impact, strain.

24. Red and its meaning and
place in society
Positive: extrovert,
courage, strength warmth,
energy, stimulation,
sexuality, masculine,
excitement
Negative: defiance,
aggression, visual
impact, strain.

25. Blue - Intellectual
Positive:
communication, trust
efficiency, serenity,
duty, logic, cool,
reflection, calm.
Negative: cold aloof,
lack of emotion,
unfriendly

26. Yellow - Emotional
Positive: Optimism,
confidence, selfesteem, extraversion,
emotional strength,
friendliness and
creativity.
Negative: Irrational,
fear emotional fragility,
depression, anxiety
and suicide

27. Green - Balance
Positive: harmony,
refreshing, universal,
love, restful,
environmental,
equilibrium, peace
Negative: boredom,
stagnate, blandness

28. Violet - Spiritual
Positive: spiritual,
aware, creative,
vision, luxury,
authenticity, truth,
quality.
Negative: decadence,
suppression, inferiority

29. Orange - Positive
Positive: physical
comfort, food,
warmth, security,
sensual, passion,
abundance, fun.
Negative:
deprivation,
frustration, frivolity,
immature

30. Pink - Tranquility
Positive: tranquil,
nurturing, warmth,
feminine, love,
sexuality, survival
of the species
Negative:
deprivation,
frustration, frivolity,
immature

31. Grey - Neutral, calm
Positive:
psychological
neutral, balance,
calm.
Negative: lack of
confidence,
dampness,
depression,
hibernation, lack
of energy.

32. Black
Positive:
sophisticated,
galmour security,
emotional safety,
efficiency, robust
Negative:
oppression,
coldness, menace,
heaviness, evil,
death.

33. Black
Positive:
sophisticated,
galmour security,
emotional safety,
efficiency, robust
Negative:
oppression,
coldness, menace,
heaviness, evil,
death.

34. White
Positive: clean,
pure, clarity,
simplicity,
sophistication,
wise, efficiency.
Negative: sterility,
coldness, barriers,
unfriendliness,
elitism.

35. White
Positive: clean,
pure, clarity,
simplicity,
sophistication,
wise, efficiency.
Negative: sterility,
coldness, barriers,
unfriendliness,
elitism.

36. Brown
Positive:
seriousness,
warmth, nature,
earthiness,
reliable, support
Negative: lack of
humour,
heaviness,
unsophisticated.

37. Brown
Positive:
seriousness,
warmth, nature,
earthiness,
reliable, support
Negative: lack of
humour,
heaviness,
unsophisticated.

39. Sources
http://www.bbc.co.uk/nature/habitats/
Tropical_and_subtropical_grasslands,_savannas,_and_shrublands#p00c2890
http://en.wikipedia.org/wiki/Evolutionary_aesthetics
http://thelogocompany.net/blog/infographics/psychology-color-logo-design/
http://www.brainpickings.org/index.php/2012/08/17/goethe-theory-of-colours/
http://blog.tshirt-factory.com/wp-content/uploads/2009/07/untitled-1.jpg
http://randy.whynacht.ca/archives/4192
SOURCES!