INTRODUCTION:
Color psychology is the study
of color as a determinant of human behavior. It is study of how people are
affected by different color stimuli varies from person to person. Generally the
meaning of colors can vary depending on culture and circumstances.
Color is a form of non verbal
communication. It is not a static energy and its meaning can change from one
day to the next with any individual - it all depends on what energy they are
expressing at that point in time.
Let’s
us a view of small Meanings of Colors in Color Psychology:
1. Red
is the color of energy, passion, action, Love the power, ambition and
determination. It is also the color of anger and sexual passion.
2. Orange is the color of social communication and
optimism. From a negative color meaning it is also a sign of pessimism and
superficiality.
3. Yellow is
the color of the mind and the intellect. It is optimistic and cheerful. However
it can also suggest impatience, criticism and cowardice.
4. Green
is the color of balance and growth. It can mean both self-reliance as a
positive and possessiveness as a negative, among many other meanings.
5. Blue is the color of trust and peace. It can
suggest loyalty and integrity as well as conservatism and frigidity.
Indigo is the color of
intuition. In the meaning of colors it can mean idealism and structure as well
as ritualistic and addictive.
6. Purple
is the color of the imagination. It can be creative and individual or immature
and impractical.
The color meaning of turquoise
is communication and clarity of mind. It can also be impractical and
idealistic.
7. Pink
is unconditional love and nurturing. Pink can also be immature, silly and
girlish.
8. Magenta
is a color of universal harmony and emotional balance. It is spiritual yet
practical, encouraging common sense and a balanced outlook on life.
9. Brown
is a friendly yet serious, down-to-earth color that relates to security,
protection, comfort and material wealth.
10. Gray is the color of
compromise - being neither black nor white; it is the transition between two
non-colors. It is unemotional and detached and can be indecisive.
11. Silver has a feminine
energy; it is related to the moon and the ebb and flow of the tides - it is
fluid, emotional, sensitive and mysterious.
12.
Gold is the color of success, achievement and triumph. Associated with
abundance and prosperity, luxury and quality, prestige and sophistication,
value and elegance, the color psychology of gold implies affluence, material
wealth and extravagance.
13. White is color at its
most complete and pure, the color of perfection. The color meaning of white is
purity, innocence, wholeness and completion.
14. Black is the color of the hidden, the secretive and the unknown,
creating an air of mystery. It keeps things bottled up inside, hidden from the
world.
HOW
COMPANIES STUDY CONSUMER PSYCHOLOGY?
Color is used as a means to
attract consumer attention to a product that then influences buying behavior.
Consumers use color to identify for known brands or search for new alternatives.
Variety seekers look for non-typical colors
when selecting new brands. And attractive color packaging receives more
consumer attention than unattractive color packaging, which can then influence
buying behavior.
Hence, at first before introducing
any product in market – companies gives more importance to how consumers use
color to identify for known brands. As such as toys color is pink, bikes are in
red or blue or black, cars – white or black or red or yellow, and sports – red
or white.
COLOR
SYMBOLISM:
Color symbolism in art and
anthropology refers to the use of color as a symbol in various cultures. There
is great diversity in the use of colors and their associations between cultures
and even within the same culture in different time periods. In fact, the same
color may have very different associations within the same culture at any time.
For example, red is often used
for stop signs or danger. At the same time, red is also frequently used in
association with romance, e.g. with Valentine's Day. White variously signifies
purity, innocence, wisdom or death. Blue has similarly diverse meanings. (Source
– wiki)
COLOR
CODE:
A color code is a system for displaying information by using different colors. Color codes are often
difficult for color blind and blind people to interpret.
Hence,
TARGET MARKETS:
To develop a successful
business, you need to identify the people or businesses you are aiming to sell
your products or services to; it is therefore important that you identify and
understand the colors that will attract your specific market.
With many businesses now being
global, color has also become global. Know your the market you are trying to
attract and speak the color language that they will best respond to.
Thus, Color psychology is the
study of color as a determinant of human behavior. It is study of how people
are affected by different color stimuli varies from person to person.
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