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So, what colors represent what emotions? Here’s a quick summary of our findings between colors and emotions:<\/p>\n
- \n
- Green:<\/strong> Harmony, nature, growth<\/li>\n
- Purple:<\/strong> Cool, spiritual, calm<\/li>\n
- Yellow:<\/strong> Positivity, enthusiasm, happiness<\/li>\n
- Pink:<\/strong> Fresh, feminine, playful, young<\/li>\n
- Blue:<\/strong> Loyalty, professionalism, trust, sadness<\/li>\n
- Orange:<\/strong> Optimism, friendly, warm<\/li>\n
- Red:<\/strong> Strength, passion, love, danger<\/li>\n<\/ul>\n
It was clear from our findings that color gains its associations differently worldwide. But how does this happen?<\/p>\n
How do colors gain their associations?<\/h2>\n
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<\/p>\nA critical part of color psychology is understanding the impact of culture on color associations.<\/p>\n
From a young age, children begin to develop associations with colors based on their environment, cultural differences, and what they’re taught. If you asked a child in North America what color a duck is, chances are they would say yellow, likely having learned from a picture book.<\/p>\n
But, if you were to ask a child in the\u00a0Candoshi village of Peru<\/a>\u00a0the same question, they would instead compare the duck to something\u2014perhaps a fruit or flower\u2014with a similar color. This is because the Candoshi people don’t use words to describe color at all!<\/p>\n
Language,\u00a0as researchers have found<\/a>, shapes our different perceptions of color.\u00a0Compare an English-speaking<\/a>\u00a0child who can discern between the colors \u201cmoss\u201d and \u201csage\u201d to a Dani child in Papua New Guinea who speaks a language that only has two color terms (dark and light)\u2014their concepts of color develop quite differently.<\/p>\n
From childhood to adulthood, language and culture reinforce the emotional meanings we attach to color. <\/div>\nWe start to distinguish between sad colors and happy colors, and we associate certain hues, like\u00a0the warm colors of fall<\/a>, with cozy sweaters, pumpkin pie, and all things warm and fuzzy.<\/p>\n
The impact of color<\/h3>\n
Color can even influence performance.\u00a0Researchers at the University of Rochester and the University of Munich<\/a>\u00a0found that when students saw the color red before taking a test, it impaired their performance.<\/p>\n
Since red ink is traditionally used for marking errors on school papers, the color is associated with mistakes and failures in academics. In their experiments, even seeing a flash of red made people do poorly on a test. The researchers concluded that color can create negative emotions even without their knowledge.<\/p>\n
Color theory is the psychological effects of color on human behavior and it plays an underestimated role in people’s lives.<\/strong><\/p>\n
Companies and marketers have long known that\u00a0color and brand identity work together<\/a>\u00a0to ignite memorable feelings and influence perception\u2014from the vibrant, happy yellow in the McDonald’s and Cheerios logos to the natural green associated with Whole Foods and MEC.<\/p>\n
And when it comes to luxury brands, there’s no shortage of memorable black logos\u2014Chanel, Rolex, Bentley, the list goes on.<\/p>\n
When choosing colors for a logo<\/a> or other design project, it helps to\u00a0know the basic design principles<\/a>\u00a0and to familiarize yourself with a color psychology chart.<\/p>\n
\n\nDesign a colorful logo now! <\/h2>\n
- Purple:<\/strong> Cool, spiritual, calm<\/li>\n