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Psychology of Colors
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
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:
They relate respectively to:
•The essential balance between these
Eleven basic colors:
Properties & Associations
(personal and cultural)
Positive: Physical courage, strength, warmth, energy,
stimulation, masculinity, excitement.
Negative: Defiance, aggression.
Example- sports car
Positive: Intelligence, trust, efficiency, serenity, duty,
logic, coolness, calm.
Negative: Coldness, aloofness, lack of emotion.
Example- blue suit
Positive: Seriousness, warmth, nature, reliability,
Negative: Lack of humor, heaviness, lack of
Example- retro brick wall
Take care of:
•Cultural Color Associations
•The profile of the audience and its color
•The character and personality of the organization
•The designers personal relationship to the color
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