Colors and emotions: how do they relate to each other?
There are different colors in nature, and each of them affects our emotions in a different way. Surely you have already realized, for example, when you have to decorate your home, pay special attention to what colors you will use. Each of the colors will make you feel a certain way.
Companies have long carefully select the colors they use for their logos or for their premises, because depending on what they use they make us experience one or other emotions. Did you know that red color stimulates hunger? That's why McDonald's, Pizza Hut, KFC or Wendy's use it to represent their brand.
- Related article: "Emotional psychology: main theories of emotion"
What is the psychology of color
Psychology is everything in our life, mainly because everything we see, hear and feel goes through our thinking organ. Our eyes alone can not see, and in the brain there is a specific area for vision, which is the occipital lobe. However, this one it is not the only region of the brain that is involved in the processes of vision , since information from the occipital cortex is sent to other parts, such as the frontal lobe or the thalamus.
That is why color is able to stimulate or create joy or sadness. Colors can make us feel energetic or relaxed, favor thermal sensations of cold or heat, and also make us perceive order or disorder. Although the perception of color is an individual and subjective process , cultural factors also influence how color affects us. For example, some colors are identified with the masculine and with the feminine, and others with the romantic.
For this reason was born what is known as the psychology of color, which is a field of study that is aimed at analyzing how we perceive, feel and behave in different shades, brightness and color intensities.
- You can delve into the psychology of color in our article: "Psychology of color: meaning and curiosities of colors"
What emotions are the different colors
The language of color is known by professionals of marketing or decoration and even by artists, and the psychology of color is necessary for the development of products, such as clothing, advertising, etc.
But. How do colors affect the emotional level? Below you can find a list of the different emotions that colors provoke in the inhabitants of Western countries:
The blue is a color that inspires tranquility and is relaxing . It gives a feeling of freshness and calmness and is associated with the sky and the water. It is synonymous with purity, freedom, harmony, fidelity, seriousness, security, sincerity and loyalty.
Green represents nature and humanity. On an emotional level it is the color of balance, of hope and growth . In Western culture, it also represents money and financial security. Now, it also has its negative side, and that is the color of poison, jealousy and the demonic.
For a long time, the violet has been associated with royalty, because it is wrapped in an air of luxury. He has been very used in painting to give a feeling of elegance. The lighter shades of violet they evoke spring and romance . The darkest attract the mystery, and can even symbolize creativity. Individuals who wear a dress of this color tend to project that they are empathic and affective people, with artistic and creative tendencies.
I have already commented that red is related to appetite, but it is also the color of dominance. With this color it is possible to go to the two extremes: that of love and that of war . The lighter shades emphasize the energetic aspects of red, including youth, while the darkest are associated with power.
No one can doubt that the rose is associated with the feminine, but also with friendship, pure love or delicacy. It is a color that inspires calm, relaxes and is romantic. It is also associated with sugar and It is used to give a sweet feeling and it is a color that is related to childhood.
The color white is the color of relaxation par excellence, and inspires purity, peace, innocence and cleanliness . It is a color that can be used for tranquility, serenity and purifies the mind.
This color conveys elegance sobriety and formality. Black may seem distant and has some negative elements associated, because it is the color of death and destruction . It also awakens some negative emotions, such as despair, sadness, melancholy, unhappiness or irritability.It is the color of the mysterious and the hidden.
Gray is considered a neutral color, which It has balance, order, respect and elegance . However, it is also associated with mediocrity or decrepitude. Light gray gives peace, tenacity and tranquility.
Orange is the color of action, movement and enthusiasm . It is a cheerful color, which increases optimism and confidence. It is also associated with lust or sensuality. However, excess orange seems to increase anxiety.
How colors affect us in our daily lives
The psychology of color has many applications and surely one of the best known is marketing. As we have in this article "Emotional Marketing: reaching the heart of the client", although many individuals think that the decisions we make are based on reason, the truth is that, almost always, it is our most emotional part that influences until practically deciding for us.
Often, it is us who have to choose what color to use. For example, when dressing or painting our house. This last aspect is important for us, since we spend long hours in our home. Choosing one color or another will make us experience one emotion or another. If you want to know how to paint your house, we recommend reading this article: "How to paint my house? The psychology of color explains it to you. "
The concept of color psychology has been validated by many studies and by the research field , but you do not have to be a scientist to realize the effect colors have on our emotions and behavior.
We live in a world full of color and it is only necessary to take a look around us to see how companies use different colors for their logos, advertisements, even the walls of their shops.
Each of these colors has an effect on us and sends a message or another to the consumer.