Did you know this screen is calming? Pink has been proven to have a calming effect. In fact, sports teams will paint their opposing teams locker room pink.

Did you know this screen is calming?

• Pink has been proven to have a calming effect.• In fact, sports teams will paint their

opposing team’s locker room pink in an attempt to keep the other team passive and less energetic.

Anyone feel a chill?• Shades of light blue can make you

think you’re cooler than you are.• Studies show people in two rooms of

the same temperature—more people put on sweaters in the blue room than in one painted in a warm color (peach).

Irritated? Annoyed?• Some shades of yellow can be very

irritating to the eye.• Research proves that people argue

more and babies cry more in yellow rooms.

COLOR PSYCHOLOGY

The basics of color psychology:

• Different colors affect us in different ways and marketers know this.

• Advertisers use color psychology to their advantage.

• So how do specific colors affect us as consumers?

RED• Color of fire and blood• Associated with energy, war, danger, strength, power, love• Very emotionally intense• Enhances human metabolism, increases respiration rate, and

raises blood pressure• Uses in advertising:– accent color to stimulate people to make quick decisions– perfect color for 'Buy Now' or 'Click Here' buttons on

websites– used to indicate danger (high voltage signs, traffic lights)– when promoting energy drinks, games, cars, and items

related to sports and high physical activity

Shades of Red

• Light red = joy, sensitivity, love• Pink = romance, love, friendship, feminine

qualities and passiveness• Dark red = vigor, willpower, rage, anger,

leadership, courage, longing, malice, and wrath

• Brown = stability, masculine qualities• Reddish-brown = harvest and fall

ORANGE• Combines the energy of red and the happiness of yellow • Associated with joy, sunshine, and the tropics• Represents enthusiasm, fascination, happiness, creativity,

determination, attraction, success, encouragement, and stimulation• Very hot color, so it gives the sensation of heat• Increases oxygen supply to the brain, produces an invigorating

effect, and stimulates mental activity• Uses in advertising:

– Highly accepted among young people– To catch attention and highlight the most important elements of your

design– very effective for promoting food products and toys

Shades of Orange

• Dark orange = deceit and distrust

• Red-orange = domination, aggression, thirst for action

• Gold = prestige, illumination, wisdom, wealth, high quality

YELLOW

• Color of sunshine• Associated with joy, happiness, intellect, and energy• Produces a warming effect, arouses cheerfulness, stimulates

mental activity, and generates muscle energy • Associated with food• When overused, yellow may have a disturbing effect; it is known

that babies cry more in yellow rooms• Uses in advertising:

– to evoke pleasant, cheerful feelings – promote children's products and items related to leisure – effective for attracting attention, so use it to highlight the most

important elements of your design

Warnings about Yellow

– men usually perceive yellow as a very lighthearted, 'childish' color, so it is not recommended to use yellow when selling prestigious, expensive products to men – nobody will buy a yellow business suit or a yellow Mercedes

– unstable and spontaneous color, so avoid if you want to suggest stability and safety

Shades of Yellow

• Dull (dingy) yellow = caution, decay, sickness, and jealousy

• Light yellow = intellect, freshness, and joy

GREEN

• Color of nature, has great healing power• Symbolizes growth, harmony, and freshness• Strong emotional correspondence with safety • Most restful color for the human eye; it can improve vision• Suggests stability and endurance• Sometimes denotes lack of experience; for example, a

'greenhorn' is a novice• Uses in advertising:

– to indicate safety when advertising medicines and medical products– related to nature, so you can use it to promote 'green' products – darker green for the financial world, banking, and Wall Street

Shades of Green

• Dark green = ambition, greed, and jealousy

• Yellow-green = sickness, cowardice, discord, and jealousy

• Aqua = emotional healing and protection

• Olive green = color of peace

BLUE• Color of the sky and sea, often associated with depth and stability• Symbolizes trust, loyalty, wisdom, confidence, intelligence, faith,

truth, and heaven• Considered beneficial to the mind and body, slows human

metabolism and produces a calming effect• strongly associated with tranquility and calmness• Uses in advertising:

– promote products and services related to cleanliness (water purification filters, cleaning liquids)

– air and sky (airlines, airports, and air conditioners)– water and sea (sea voyages, mineral water)– linked to consciousness and intellect; suggest precision when

promoting high-tech products

More about Blue

• Blue is a masculine color; according to studies, it is highly accepted among males.

• Avoid using blue when promoting food and cooking, because blue suppresses appetite.

• When used together with warm colors like yellow or red, blue can create high-impact, vibrant designs; for example, blue-yellow-red is a perfect color scheme for a superhero.

Shades of Blue

• Light blue = health, healing, tranquility, understanding, and softness

• Dark blue = knowledge, power, integrity, and seriousness

PURPLE

• Combines the stability of blue and the energy of red• Associated with royalty • Symbolizes power, nobility, luxury, and ambition• Conveys wealth and extravagance• Associated with wisdom, dignity, independence,

creativity, mystery, and magic• Uses in advertising:

– According to surveys, almost 75% of pre-adolescent children prefer purple to all other colors

– Light purple is a good choice for a feminine design

Shades of Purple

• Light purple = romantic and nostalgic feelings

• Dark purple = gloom and sad feelings, can cause frustration

WHITE

• Associated with light, goodness, innocence, purity, perfection

• Means safety and cleanliness • Usually has a positive connotation, can represent a

successful beginning• Uses in advertising: – to suggest simplicity in high-tech products – appropriate color for charitable organizations– to suggest safety when promoting medical products – often associated with low weight, low-fat food, and dairy

products

BLACK

• Associated with power, elegance, formality, death, evil, and mystery

• Mysterious color associated with fear and the unknown • Usually has a negative connotation • Denotes strength and authority; considered to be very

formal, elegant, and prestigious• Uses in advertising:

– use a black or gray background to make the other colors stand out– contrasts well with bright colors– combined with red or orange—other very powerful colors—black

gives a very aggressive color scheme