How Different Colors Affect Our Emotions and Perception, Color Psychology


One of the most important and effective methods in order to influence, provoke, or simply get people to feel something, is color choice. This is the Psychology of Colors; choosing certain colors leaves a certain impression on the viewer and their behavior. Why does it matter? Because Color Psychology is all about how different colors can affect one’s judgment and emotions, just by observing and absorbing what is presented to them. Colors are important because they have a strong impact on our decision making habits, and certain colors may catch our attention more than others.


An example of this is the use of the color red by many companies such as Coca-Cola and McDonald’s, which are two of the most successful companies in the food industry. Why do they use red? And what effect does the color have on consumer behavior? Red is a very energizing color that displays emotions of friendliness, love, and passion, in fact, it is the most powerful color of all, therefore it stands out the most in the eyes of its perceiver. Using these effects, Coca-Cola and McDonalds have successfully associated themselves with this color, and established consumers’ consistent loyalty.

Another color that catches the eye, is the color Yellow, which is why McDonalds pairs this color with red. Yellow is the color of happiness, it makes people feel optimistic and confident. It is the easiest color to spot out because it’s the brightest. In a nutshell, it’s the color that is used to both invoke attention, and bring out feelings of happiness.

Life, peace, and balance belong to the color Green. Green is widely used as the color that eco-friendly companies use to show that they are concerned about nature. Green is also associated with wealth and growth; which is why many banks use green in their logos.

One of the most liked colors worldwide is Blue, this is because Blue is the calmest, most soothing color. It signifies trust, security, and hope. This color is frequently used by firms to relieve the stress of the consumers and give them a feeling of trust and dependability.

Purple is used for two things, mystery and luxury. It is the color of royalty and magic. Back in the old days, the color purple wasn’t easy to acquire, because it was rarely found in nature and needed to be manufactured, the rarity made it popular among royal families. Since it's also the color of loyalty, it’s used by companies such as FedEx in their logo, in order to provoke a feeling of safety.

One of the most non-threatening colors is Pink. Pink represents tenderness, innocence, and femininity. It is sometimes used in advertising to specifically cater to the female gender, and is often used for youth and gentle love.

Black is an interesting color because it can represent a range of things such as evil, sophistication, power, and grief. It is found in men’s cologne, funeral services, and any other service that requires sophistication, such as Amazon and the shade of black in the BMW logo. It is the boldest of colors, and like any other color, has its own linked effects on clients.

The purest color of all is no other than White. It is the color of cleanliness, faith, and positivity. Since it signifies cleanliness and order, it is often used in cleaning products and catering services. For instance, churches use the color white to signify holiness and faith.


Your choice of the right color combination is essential. You want the observers to feel things that the product is designed to provide. Using purple and black would mean mystery, while using white and pink would lean towards innocence. Colors have a profound effect on our brain and perception, so a good observer knows which colors to choose to invoke the correct emotions.

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