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The Psychology of Color

The Psychology of Color EMOTIONAL RESPONSE Color evokes feelings on a subconscious level, impacting viewer reaction/response. Colors are a powerful tool for encouraging or inhibiting a particular response through understanding of their perceived meanings and the related emotional responses they may elicit. Hospitals use white to reflect a sterile environment. UNDERSTANDING YOUR AUDIENCE It is important to understand your audience so that you can anticipate the influence and impact color will have. When we view a color, we pass that information through a number of filters that add meaning. Some filters are universally shared, others vary depending on our individual experiences with color. Our combined experiences with a particular color shape the thoughts and feelings we have of that color, and form the basis of its perceived emotional power and meaning. Because response to color is influenced by culture, recognize who we are communicating with to understand and predict how they will interpret the colors used. In this way our use of color is setting the desired tone and communicating the message intended. EVIL POWER MASCULINE SECURITY SOOTHING CHEERFUL CAUTION BRIGHT JOY LOVE ALARM PURE STERILE FORMALITY DELICATE TRUST FRESH WARMTH CHANGE INTENSE SNOW STONE DARKNESS EARTH FEMALE SEX FLORA WATER SKY OCEAN TREES SUNSHINE FRUIT FIRE BLOOD COOL EXOTIC ROYALTY WISDOM SPIRITUALITY MECHANICAL COMFORTING NATURAL EXCITEMENT GROWTH MONEY LUCK Bright glowing warmth of the sun: universal yellow CONSERVATIVE CALMING AGGRESSIVE WHOLESOME INVITING Yellow as a warning to take caution: learned / cultural LAS MEMBERS OF INDIVIDUAL CONSIDER ASSOIONSCE WE ALL UNIVERSAL We all share some color associations as humans living in this world and will have similiar emotional responses when viewing these colors. Green = Natural. SOCIAL Be aware of the associations people may have with colors rooting from their social identity. Shared responses or ideas regarding color among groups can be tinted through the lenses of sex, race, nationality, religion, culture, generation.. Culture: Blue = Immortality in the East. Blue = Democratic Party in America. Generational: In early 1900's, Blue = Female. INDIVIDUAL We may have individual experiences that cause us to associate a thought or feeling with a particular color. NTITY SEX RACE NATIONALITY RELIGION COLOR PAIRINGS AND ENVIRONMENT The impact and meaning of colors can change depending on the surrounding colors and environment. Colors may appear lighter or darker depending on the complimentary/contrasting color next to it. Pairing of colors can impact their meaning, emotional reaction, symbolic power, etc. Communication Desian. Color can be used in design to communicate on multiple levels. EMOTIONAL Connect with user; evoke an emotional response. CONTEXTUAL Support your message through strategic use of color in the surrounding environment. FUNCTIONAL Using color to frame and guide the user through your content makes it easier to digest visually and helps provide a clear, meaningful, and enjoyable interaction experience. CONTENT + CONTEXT = MEANING Communicate your message with power and clarity. Carefully considering the context for your message will make your statement that much more definitive. At just a first glance, color choices set the tone and expectations for your message and how it should be read (or if worth reading at all). We can use color to communicate the most important parts of the message clearly and with emphasis or minimize other parts to weaken their impact. THIS IS IMPORTANT NOT IMPORTANT So we want to choose colors that set the proper tone and bring clarity and strength to the message. So color can be used to lessen the impact of this message or obfuscate its meaning. FUNCTIONAL USES FOR UI DESIGN Using color effectively to clearly identify navigation elements and give your call to action buttons meaning and context informs and empowers the user, allowing them to visually recognize where they want to go next quickly and intuitively. LEARN MORE BUY NOW ERROR! SUBMIT COMPARE PLANS Choose colors carefully and use them consistently throughout the design, so that your message is communicated clearly and the desired emotional response is strong. Flow: Guiding the user's eye through color cues. Flow: Guiding the user's eye through color cues. Flow: Guiding the user's eye through color cues. Flow: Guiding the user's eye through color cues. Flow: Guiding the user's eye through color cues. Poor color choices can send the wrong message, or confuse and irritate your audience. Amount: Small amounts of yellow are cheerful and inviting. Too much yellow puts a strain on the eyes and can irritate the user. ebY IDENTITY / BRAND STRATEGY Use color to strengthen brand equity by providing a frame of context that reflects the personality of the brand and the underlying qualities it represents. Color impacts how customers relate to and interact with the brand. Color choices can describe what a company is about, influence perceptions/response/behavior, and can create or build upon existing associations with the color(s) that align with the overall brand message and strategy. CONCEPT & DESIGN // JOEL CARUSO / CARUSOCO.COM SOCIAL IDENT ROOTED IN S E UNIVERSAL ASSOCIATIONS AND EMOTIONAL, :) TURE GENERATION RESPONSES TO

The Psychology of Color

shared by jcaruso on May 31
An overview on color psychology and how a designer can use color to communicate more effectively.


Joel Caruso


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