For years, and more so as a result of the digitalization of brands and companies, we have been hearing more and more about the psychology of color. However, do we know exactly what it is? ? Can it affect us, or can we take advantage of it in some way?

In reality, the answer is that it is a more than studied topic, the center of which is based on a very simple and clear basis: colors provoke different emotions and behaviors in us. >

What is color psychology?

We can define color psychology as the field of study that analyzes how we perceive colors and what emotions and behaviors they can provoke in us.

However, we must not forget that there is always a subjective part in this type of psychology, and that there may be variations in the interpretation and meaning of color between different cultures.

Influence of color on mental state

Many well-known companies design their branding (brand, logos, etc.) thinking about sending one message or another to their clients and potential consumers. In decoration issues, for example, color psychology is also frequently used.

There is a type of therapy, called art therapy, where colors are associated with the emotions of the person, and the physical and mental state can be influenced. /strong> of the patient.

Colors and emotions

Next, we are going to number some of the colors that most easily generate emotions in human beings:

• Yellow: its excessive presence causes irritability and visual fatigue.
• Red: usually makes us behave in a more extraverted and assertive way, especially when we wear it. You have to be careful when using it, since it is too shocking and can easily saturate.
• Blue: makes us feel calm and safe.
• Green: according to experts, it encourages relaxation and well-being.
• White: provokes a perception of absolute space and more spaciousness, so it is ideal for giving a feeling of freedom.

Why does this happen?

The relationship between colors and feelings and attitudes occurs due to two causes:

• Biological: not only on a human level, but in nature, colors influence the behaviors of animals. For example, cold and dark colors, such as indigo, are interpreted as signs of illness, while bright colors are seen as signs of illness. danger and/or warning.
• Cultural: Virtually all human societies associate colors with abstract concepts and ideas. A great example is body paintings or drawings.

Colors and their symbolism

Although there is, as we mentioned, a certain ambiguity in the association and symbolism of colors, below we are going to talk about the most important colors and their more or less common meanings in the West. :

• White: usually represents purity, innocence, cleanliness, peace and virtue.
• Yellow: is related to happiness, wealth and abundance, power, strength and action. However, it is considered one of the most ambiguous colors, and can also be identified with envy, anger and betrayal.
• Red: It is associated with passion, strength, revolution, virility and danger or aggressiveness. It is a color with more consensus among scientists.
• Orange: It is related to enthusiasm, action, sensuality, with the divine and exaltation. In the West it is also associated with optimism.
• Blue: represents tranquility, freshness, intelligence, calm, harmony, security, confidence and purity. In certain tones it can also be associated with remoteness and coldness.
• Green: It is associated with youth, hope, money and nature or ecology.
• Purple: is usually used to represent sophistication, elegance, mystery, nostalgia, quality and spirituality.
• Pink: It is related to sweetness, delicacy, friendships and pure love. It has also been historically associated with the feminine, but increasingly less.
• Grey: It is one of the colors that varies the most with culture. It can be perceived as indeterminacy, mediocrity, peace, tenacity or tranquility.
• Black: It is one of the few colors with negative connotations, since it is associated with death, evil and destruction. However, it is also associated with mystery, the unknown, elegance, formality and sobriety.

Colors outside Europe

In addition to identifying colors and their common meanings in the West, we would also like to highlight some of the uses for those same colors outside of our culture.

• White: in the East and Africa, it is associated with death. It is usually used in backgrounds.
• Black:in ancient Egypt, it represented fertility and growth. It is also widely used in high-end brands.
• Blue: both in the East and the West, it is the favorite color of the vast majority of corporate designs. In Korea, it is related to death.
• Green: especially in recent years, it is often associated above all with nature and organic products.
• Orange: It is a color widely used in advertising to replace red. Furthermore, in South Africa red and orange show respect to the deceased.
• Red: in China, it is used for wedding dresses, as it is considered synonymous with life and good luck.

And after reading this… what is your favorite color?