Dtpfaq's Blog

Colors & Psychology

When people think of color, they tend to envision physical objects, like green grass, a black car, or a blue sky. What you interpret as “color” is actually the result of absorbed and reflected light waves, which stimulate sensors in your eye and trigger associations in your brain. Three physical factors influence the appearance of a given color: the light source, the surrounding information, and even your eyes.

The human eye can detect an amazing range of light energy, but what happens to it from there is a matter of psychology, and not necessarily color science. Color represents a strong part of our emotional association fields, a sort of resonant touchstone to which we tie ideas and subconscious feelings. Studies have shown that a person’s overall mood and perception of events can be influenced by the colors of their surroundings.

If you ask most people their favorite color, they’ll tell you it’s a shade of blue. But why? The intonation applied to these colors is entirely based on individual perception. To some, blue connotes peace, wisdom, or depth; to others, it suggests depression or distance. The soft values you associate with colors not only determines how you respond to them, but tempers their appearance in your eyes and mind.

Even societal pressures influence your perception of color.  What is a great advertising campaign in Tokyo it won’t be appreciated at the same level in South America for example. Different countries have their own cultural references and color expectations. There are still some international agencies that will use the same campaign in different countries with only adding translation. The result is not always a happy one. For example while in Western cultures Yellow represents happiness and joy, in China Yellow  is seen sacred and for the upper class (imperial). The conclusion? Sometimes research work is mandatory before designing.