Graphic Designing Psychology of Color

Graphic

Designing -

Psychology of Colors

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Colors speak volumes and your going through this content confirms that you are aware of the emotive power of color. Colors are capable of communicating meaning, triggering emotional associations, eliciting evocative memories buried in our subconscious minds. Colors can persuade or dissuade according to your efforts.

Stanford Web Credibility Research in one of its publications mentioned that about 46% people determine the worth of a website on the basis of its overall visual appeal!

Suggestive, isn’t it!

Properties of Color

• Hue : Hue simply means name for the color. It helps

assign a certain color to a main hue

• Value : Value is nothing but the relative degree of

lightness and darkness of a given hue.

• Intensity or Saturation- purity and brightness

Do you feel anxious in a red room? Does the color purple make you

feel calm and assured? Graphic design artists and interior designers

have long understood the amazing effect of colors and how they

can dramatically affect moods, feelings, and emotions. Color is a

powerful communication tool and can be used to trigger action,

influence mood and cause physiological reactions. 

Psychology of Color

• Colors have a unique emotive power and they evoke

specific emotional responses (personal or universal)

• Warm colors – Stimulate

• Cool colors - Relax

Psychological primary colors

There are four psychological primary colors:•Red•Blue•Yellow•Green

They relate respectively to:

•The body•The mind•The emotions•The essential balance between these three

Eleven basic colors:

Properties & Associations

(personal and cultural)

Red

RED. Physical

Positive: Physical courage, strength, warmth, energy, stimulation, masculinity, excitement.

Negative: Defiance, aggression.Example- sports car

Blue

BLUE. Intellectual

Positive: Intelligence, trust, efficiency, serenity, duty, logic, coolness, calm.

Negative: Coldness, aloofness, lack of emotion.Example- blue suit

YellowYellow

YELLOW. Emotional

Positive: Optimism, confidence, self-esteem, extraversion, emotional strength, friendliness.

Negative: Irrationality, fear, depression, anxiety, suicide.Example- medicine packaging

Green

GREEN. Balance

Positive: Harmony, balance, refreshment, restoration, reassurance, environmental awareness, equilibrium, peace.

Negative: Stagnation, blandness, enervation.Example- green salad

Violet

VIOLET. Spiritual

Positive: Spirituality, containment, vision, luxury, authenticity, truth, quality.

Negative: Introversion.Example- TheTemplateWizard logo

Orange

ORANGE. Positive: Comfort, food, warmth, sensuality, passion, abundance, fun.

Negative: Deprivation, frustration, immaturity.Example- health drink

Pink

PINK. Positive: Warmth, femininity, love, sexuality.

Negative: Inhibition, emotional claustrophobia, emasculation.Example- female friendly

Grey

GREY

Positive: Psychological neutrality.

Negative: Lack of confidence, dampness, depression.

Black

BLACK

Positive: Sophistication, glamour, security, efficiency, substance.

Negative: Oppression, coldness, menace.Example- black coat

WhiteWhite

WHITE. Positive: Hygiene, clarity, purity, simplicity, sophistication, efficiency.

Negative: Sterility, coldness, barriers, elitism.Example- wedding dress

Brown

BROWN Positive: Seriousness, warmth, nature, reliability, support.

Negative: Lack of humor, heaviness, lack of sophistication.Example- retro brick wall

Selecting Color

Take care of:

•Cultural Color Associations

•The profile of the audience and its color preference

•The character and personality of the organization

presented

•The designers personal relationship to the color

•An awareness of current color trends

References:

• http://credibility.stanford.edu/• http://www.colour-affects.co.uk/

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