The psychology of colour. Understanding the application of colour in brand identity.

The Psychology of Colour

Understanding the application of colour in brand identity

First let’s review colour:

1. Without light there is no colour.2. Humans instinctively associate certain colours with emotions.3. Colour is constantly around us.

Colour and emotion - successful design will leverage the emotion related to certain colours

Light = Colour• Light travels in waves from the sun• Same electro-magnetic spectrum as radio and television waves, microwaves, x-rays etc. • Colour is the only part of the spectrum we can see

Traditional colour theory:

Primary Colours: Red, Yellow and BlueIn traditional colour theory (used in paint and pigments), primary colours are the 3 pigment colours that can not be mixed or formed by any combination of other colours. All other colours are derived from these 3 hues.

Primary Colours: Red, Yellow and Blue

mixing 2 of the 3 primary gives you a secondary colour


Secondary Colours: Green, Orange and PurpleThese are the colours formed by mixing the primary colours.

Secondary Colours: Green, Orange and Purple


Tertiary Colours: Yellow-orange, red-orange, red-purple, blue-purple, blue-green & yellow-green.These are the colours formed by mixing a primary and a secondary colour. That's why the hue is a two word name, such as blue-green, red-violet, and yellow-orange.

In our world we work with:

Darkness = danger emotional connection to absence of light - dark and brooding/dark and stormy/dark alley...

Colour = Light1. Without light there is no colour2. Humans instinctively associate certain colours with emotions

Colour in research:• People make a subconscious judgement about a person, environment or product within 90 seconds• Between 62% and 90% is based on colour alone• Ads in colour are read up to 42% more often than the same ads in black and white.

Sources: CCCICOLOR - Institute for Colour Research; White, Jan V., Colour for Impact, Strathmore Press, April 1997

Colour in Branding and Package Design:

• Campbell’s Soup have used the colours black, blue, yellow, gold, and finally red and white• The red projects excitement and is warm and eye catching at point of sale• The white assists with projecting visual clarity and purity.

Red and its meaning and place in society

Positive: extrovert, courage, strength warmth, energy, stimulation, sexuality, masculine, excitementNegative: defiance, aggression, visual impact, strain.

Blue - IntellectualPositive: communication, trust efficiency, serenity, duty, logic, cool, reflection, calm.Negative: cold aloof, lack of emotion, unfriendly

Yellow - EmotionalPositive: Optimism, confidence, self-esteem, extraversion, emotional strength, friendliness and creativity.Negative: Irrational, fear emotional fragility, depression, anxiety and suicide

Green - BalancePositive: harmony, refreshing, universal, love, restful, environmental, equilibrium, peaceNegative: boredom, stagnate, blandness

Violet - SpiritualPositive: spiritual, aware, creative, vision, luxury, authenticity, truth, quality.Negative: decadence, suppression, inferiority

Orange - PositivePositive: physical comfort, food, warmth, security, sensual, passion, abundance, fun.Negative: deprivation, frustration, frivolity, immature

Pink - TranquilityPositive: tranquil, nurturing, warmth, feminine, love, sexuality, survival of the speciesNegative: deprivation, frustration, frivolity, immature

Grey - Neutral, calmPositive: psychological neutral, balance, calm.Negative: lack of confidence, dampness, depression, hibernation, lack of energy.

BlackPositive: sophisticated, galmour security, emotional safety, efficiency, robustNegative: oppression, coldness, menace, heaviness, evil, death.

WhitePositive: clean, pure, clarity, simplicity, sophistication, wise, efficiency.Negative: sterility, coldness, barriers, unfriendliness, elitism.

BrownPositive: seriousness, warmth, nature, earthiness, reliable, supportNegative: lack of humour, heaviness, unsophisticated.

Sourceshttp://www.bbc.co.uk/nature/habitats/Tropical_and_subtropical_grasslands,_savannas,_and_shrublands#p00c2890

http://en.wikipedia.org/wiki/Evolutionary_aesthetics

http://thelogocompany.net/blog/infographics/psychology-color-logo-design/

http://www.brainpickings.org/index.php/2012/08/17/goethe-theory-of-colours/

http://blog.tshirt-factory.com/wp-content/uploads/2009/07/untitled-1.jpg

http://randy.whynacht.ca/archives/4192

SOURCES!

http://www.bbc.co.uk/nature/habitats/Tropical_and_subtropical_grasslands,_savannas,_and_shrublands#






















The psychology of colour. Understanding the application of colour in brand identity.

Design

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