Psychology of Color Explained: What Is Color Psychology?

Color psychology is the study of how certain colors impact human behavior. Different colors have different meanings, connotations, and psychological effects that vary across different cultures. Along with cultural differences, color psychology is largely impacted by personal preference. Color psychology involves the use of color theory—the practical application of mixing and matching various hues—to explore concepts like color perception and the effect of color combinations.

During the late seventeenth century, Sir Isaac Newton discovered the color spectrum and explored how each color is defined by a different wavelength of light. In 1704, Newton developed the color wheel. In the early twentieth century, Swiss psychiatrist Carl Jung studied the effects of color on the human mind. Jung eventually developed a form of color therapy that allowed his patients to express themselves with colors and images. Today, color psychology is primarily used in marketing and advertising.

Businesses use color psychology in marketing and advertising for a number of reasons.

• Brand identity: Companies carefully choose color palettes that complement their brand personality. The right color scheme is essential for expressing the perspective of a particular brand.
• Customer targeting: Marketers conduct studies on how customers perceive different colors. By making specific color choices according to the color preferences of their target audience, businesses can hone marketing efforts toward certain demographics.
• Conversion rates: Conversion rates measure the percentage of customers who finish a task set forward by a company. The task may be pressing a call to action (CTA) button or signing up for an email newsletter. Research shows that merely changing the color of CTA buttons can increase conversion rates.

To learn more about the psychology of color, explore these specific colors and their associations.

1. 1. Red: The color red can increase a viewer’s heart rate and blood pressure. This primary color is associated with passion and energy. Companies sometimes use the color red to express a sense of urgency.
2. 2. Orange: The color orange is associated with playfulness. Along with other warm colors like the color yellow, orange may express enthusiasm and other strong positive emotions.
3. 3. Blue: Different tints or shades of the color blue have different color associations. Light blue is typically associated with peace and gentleness while dark blue represents power, strength, and dependability.
4. 4. Green: The color green is a secondary color associated with growth and nature. Green has a calming presence along with other cool colors like the color purple.

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