Why Purple Makes You Blue. The Psychology of Color.

Don’t let my title intimidate you. I don’t know much about psychology, other big words, or much of anything really. But I do find color theory fascinating, and I think it’s important for designers to understand what roles different colors play in the moods and feelings of end users.

We all make associations with colors based on past experience, of course, but psychologists have found that certain attitudes and emotions can be affected by certain colors. Knowing the differences can potentially make or break a design or campaign.

Below are some colors and the ways that they, generally speaking, make us feel.

Blue
Blue is widely regarded as a cool, calming color. Psychologists have connected its affects to the color of the sky and the oceans–both associated with tranquility. Naturally, with these feelings also come peace, stability and comfort.

Red
Red is considered to be the most emotionally intense color. The moods are varied, from love and passion to danger and ferocity. The color of blood and of roses, it is certain that red evokes very deep, powerful feelings.

Orange
Orange is a less aggressive version of red, meaning that it is associated with warmth and heat but not to the extent that red or yellow are. It’s been proven that orange increases oxygen supply to the brain, which produces a heightened sense of mental awareness and activity.

Green
Green is another calming color. Most often associated with nature, green promotes growth and restoration. It has been suggested that people who suffer from stress and anxiety benefit from the color green because of it’s optimistic healing affects.

Yellow
Yellow is the color of joy and happiness. Much like the effect of sunshine, yellow can lift up a person. Conversely, when overused, it can trigger disturbing emotions because of it’s visual intensity. It has actually been found that babies cry more in rooms painted yellow.

Purple
Blue and red together make purple, coupling the calming, stability of blue with the energy of red. Because of this combination it can evoke gloom and frustration. However, feelings of extravagance and luxury are also connected with purple, as well as mystery and creativity.

Black
Since black is a combination of all colors, its affects are very broad. It could mean grief or it could mean style and formality. It could have a thinning effect or it could dominate a palette. Most commonly, black is used for to denote seriousness.

White
White is not considered by all to be a color, because it technically is devoid of any. In spite of this (and due to it), white represents simplicity and purity. Our association with white as the color of snow causes white to have a cool feeling of cleanliness and new beginning.

With all this information, it’s easy to see how crucial color choice can be when designing corporate identities, marketing campaigns, and sales collateral. Take the time to choose the right colors for the right purpose and your clients will thank you in the long run.

This article was contributed by Andy Gerbin, Lead Graphic Designer at Elevator.