The Science & Psychology of Colors

Colors are important.

Every color invokes certain feeling or emotion in mind. Since our childhood, we recognize red as the color of danger, while blue looks safe. Green looks neutral while black looks like dominance and power. White is colour of peace while pink reflects “girly”.

Have you ever wondered why it is so? Let me give you a food for thought. We are scared of red, because of we are scared of pain. Whenever an injury occurs, we see our blood that is of color red – which is why red reminds us of pain. While the oceans which are full of water, look blue – water that we need to live. Nature, that we see all over us – is green. We associate green with neutrality and we are familiar with it more than any other color.

Different colors invoke different emotions. Depending on which emotion we want to leverage, we must pick the colors very carefully. If you were building an app in healthcare space, for example; using red as prominent color would be counterintuitive. On contrary, the “+” in healthcare space is always red, because it reflects “emergency” which serves it’s purpose just right. Why do you think school busses are yellow? Think about it.

Where you need user’s emotions to be heightened, use red. If you need it to be pleasant, use blue like Facebook, Twitter and LinkedIn does. If you need it neutral, use green (WhatsApp & Hangout uses green). The more colors you use, the more emotions you are provoking, and how you tend to the psychology of your user defines if your product will be a success or a failure. Refer to the color chart below and the emotions associated with those colors:

Canva did a splendid job, putting together a series of color-theme-collections, that are inspired by nature and things we see everyday. These are beautiful themes, any of which would be perfect to represent a brand and it’s values. Feel free to go through these and do tell me which one you like the most, through comments!

Hi, I am Sajel, the author of these articles. I hope you enjoyed reading them. If you'd like to discuss this further, feel free to write to me at [email protected]

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