The Psychology of Color

Color plays a huge role in effective graphic design. Colors can mean different things depending on the culture. Research conducted in the U.S. sheds light on the various ways Americans tend to interpret color.

Black—implies authority and power, evil, or submission (for example, a priest’s black robe represents submission to God). In the fashion world, black is considered timeless and stylish.

White— provides reflection and light and implies innocence and purity. It’s used in medical uniforms to imply cleanliness and sterility.

Red—stimulates intense emotions, a faster heartbeat and breathing; should be avoided in negotiations or confrontations.

Pink—more tranquil than red; calming; tends to reduce energy.

Blue—one of the most popular colors; peaceful and tranquil; causes the body to produce calming chemicals; can be cold and depressing; implies loyalty; enhances productivity at work.

Green—the current favorite in decorating; symbolizes nature; easy on the eye; calming and refreshing; dark green implies masculinity, conservativeness and wealth.

Yellow—cheerful, attention-getting; optimistic; enhances concentration; known to cause babies to cry more; known to cause people to lose their tempers more; speeds up the metabolism.

Purple—implies royalty, luxury, wealth and sophistication; femininity and romance; can appear artificial, because it is rare in nature.

Brown—implies solidity, reliability or earthiness; light brown implies genuineness; can be sad or wistful; often a favorite color of men.

Good graphic design for marketing and advertising utilizes colors that send the right message to your customers and clients.