Have you ever wondered why almost every fast food restaurant logo is red or yellow? The answer is because of color psychology. You may not know it but marketers and designers use psychology on a daily basis to make you elicit their desired response. Color is just one of the many tools they use. Other psychology practices include the use of wording, shapes, patterns, and spacing, just to name a few.
Ever since I became aware of color psychology I have been fascinated by it and have immersed myself in learning more. However, this isn’t an easy topic and you can go into extreme depth on this. For example, let’s talk about the color red. Red can showcase fear, danger, and aggression but… it can also showcase passion, warmth, and excitement. This color can represent complete opposite feelings because you also have to take in the shade, the amount used, and other outside influences.
Below I will share the general feelings associated with certain colors so you can get your feet wet. I will also include links at the bottom where you can explore this subject area more.
Blue: Calm, serenity, loyalty, integrity, relaxation, trustworthiness, icy, cold, and unfriendly
Green: Analytical, calm, logical, prosperity, fresh, environmental, healing, stagnation, isolation, envy, and greed
Yellow: Optimism, joy, creativity, positivity, betrayal, impulsiveness, and judgmental
Red: Passion, warmth, excitement, lust, romance, dominance, power, fear, danger, aggression, and anger
Black: Power, mystery, sophistication, elegance, depressing, and negative
White: Purity, innocence, integrity, neutral, cleanliness, hope, emptiness, and isolation
Purple: Luxury, power, royalty, wisdom, moody, suppression, and creativity
As you can see certain colors can mean a lot of different things. That is because there are a lot of other factors that play into it. However, it is still an important thing to bring up when talking about creating your logo, promotion, or product design.
According to research from Stanford, 75% of users admit to making judgments about a company’s credibility based on their website’s design, so use color to your advantage! If you want users to be directed towards a call to action button, make sure it’s a contrasting color so that it does not blend in.