Understanding
the Psychology of Color
Read this article,
then look at Web
Safe Color, Full
Color charts
It is important to understand the psychology
of color. A good color scheme
can help make an identity system more
effective, while a poor color
selection can actually damage your company's image.
Colors tend to evoke feelings and represent
ideas. Knowledge of color theories in
both web and logo design are crucial.
In mainstream America, some
colors are associated with certain emotions:
Red colors can stimulate warmth, hunger,
and excitement. Cooler colors such
as green and blues, enhance calm and content
feelings. Dark colors make objects seem heavier,
while light colors make them seem lighter.
Yellow may reflect a lack of worry, while
black a troubled state. Of course not all
colors mean the same things to all people.
Yellow may sometimes mean cheap, Green may
mean money or greed, black may mean elegance
or death.
Psychologically, and on its own, white is
the color of cleanliness and purity, truthfulness,
youth, simplicity and innocence. White has
become a very popular background color in
web sites, because it offers the best readability
onscreen, and as a non-color.
Market researchers have also determined
that color affects shopping habits. Impulse
shoppers respond best to red-orange, black
and royal blue. Shoppers who plan and stick
to budgets respond best to pink, teal, light
blue and navy. Traditionalists respond to
pastels - pink, rose, sky blue.
Some examples can be found here
Our Color Description
BLACK & GRAYS
Formal, mournful, rich, elegant, serious, seriousness, distinctiveness, boldness,
somberness', authority, practicality and a corporate mentality.
BLUES
Authority, dignity, security, faithfulness, trust, reliability, belonging,
coolness.
Deep blues: Analytical, serious. scholarly, academic, naval, regal.
Pale blues: Calm, pacific, ethereal, fresh, clean, cool.
BROWNS & BEIGES
somber, natural, authentic, utility, earthiness, woodiness and subtle richness.
GREENS
Environmental, motion, mobility, wealth, natural, tranquility, health, freshness.
ORANGES
Warm, cautious, hazardous, cozy, energetic, fun, cheeriness, warm exuberance.
PINK
femininity, innocence, softness, health.
PURPLE
Royalty, spirituality, dignity, sophistication, costliness and mystery.
RED
Aggressive, assertive, intense, strength, vitality, life-sustaining, passionate,
courageous, insightful.
YELLOW
Tropical, Sunlit, healing, Illuminated, discovering, positively, sunshine and
cowardice.
The effects of color in web and logo design
differ among different cultures, so the attitudes
and preferences of your target audience should
be a consideration when you plan your web
and logo design of any promotional materials.
For
example, ins some cultures white signifies
death, but in others it signifies (new) life.
In North America, green is typically associated
with jealousy. People from tropical countries
respond most favorably to warm colors; people
from northern climates prefer the cooler
colors.
Do you need help with color schemes and
maybe even a design and layout? - Contact
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