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Communication Strategy

Color Psychology: The Emotional Effects of Colors

February 17, 2018

Color Psychology

Do you have a favorite color? Do you feel more relaxed when you look at certain colors? Some people like to have plants in their houses because green makes them feel more comfortable. On the other hand, people like to wear a red t-shirt when they play sports because it makes them feel more energetic.

We are surrounded and affected by a rainbow of colors every day. Experienced marketers know how color effects people when they are making buying decisions.

Understand Color Psychology

“The psychology of color is based on the mental and emotional effects colors have on sighted people in all facets of life.”  Source: ArtTherapyBlog.com

Human emotions are sensitive to color. Research has proven that people who keep looking at red have an increase in their heart rate. Blue can have a calming effect which can then result in a lower blood pressure. Green is another color that may be used to relax people who are emotionally unbalanced. Yellow, on the other hand, may be used to invigorate people who might be suffering from depression.

There are two types of color – warm and cold. Warm colors include red, orange, and yellow which can make people feel comfortable, warm, angry, etc. Cold colors, on the other hand, include blue, green and purple, which makes people feel calm, cold, sad and so on.

How to use the psychological effects of color

Do you want to open a new shop? Do you want to make your website more attractive? One of the most important things is to consider is the “color”. Color is what gives people a great first impression of your store or website. If you want to open your new restaurant, for example, you will want to use warm colors such as yellow and orange, which makes people feel hungry and potentially improve their appetite. You may not want to use blue plates since blue may affect their appetite. Marketing and advertising are well-known for utilizing color to influence buying decisions. Many companies spend millions of dollars on research about which color has bigger impact on customers.

According to a research, the following colors have these psychological effects:


  • Purity
  • Innocence
  • Cleanliness
  • Sense of space
  • Neutrality


  • Authority
  • Power
  • Strength
  • Evil
  • Intelligence
  • Slim
  • Death


  • Love
  • Romance
  • Energy
  • Excitement


  • Happiness
  • Laughter
  • Warm
  • Frustration


  • Environment
  • Harmony
  • Health
  • Calmness


  • Cold
  • Wisdom
  • Truth
  • Loyalty

What do you want your customers feel about your company, or your products? Even if your new product is amazing, people many not pay attention if the colors do not encourage the right emotional response. The colors you choose will affect your customers’ decision making – choose well.

Source: http://www.arttherapyblog.com/online/color-psychology-psychologica-effects-of-colors/#.WoYNRIPOXIU