How does color affect emotions and behaviors?
Color plays an important role in brand identity - attracts consumers to products, stimulates emotions, and has a huge impact on brand awareness. Warm colors can evoke different emotions than cold colors, and bright colors can create different emotions than muted colors. It all depends on how the psychological effects of color are used.
Colors can make us feel happy or sad aç it can make us feel hungry or comfortable. Therefore, it is important to understand the possible psychological effects of colors on an average person or your client's target audience. Let's take a closer look at how colors affect our emotions and behavior.
Warm colors
Red, orange and yellow are on the wheel side by side and are all warm colors. Warm colors often awaken feelings of happiness, optimism and energy. However, the yellow and orange eyes may slightly irritate and red may increase a person's appetite.
Think of fast food restaurants like McDonald’s or KFC - most of these places are yellow and red. Why? Because they want people to get hungry and eat fast.
Red
Red is the warmest and most dynamic of colors - triggering opposing emotions. It is often associated with passion and love, anger and danger. It can increase a person's heart rate and excite them.
If you want to draw attention to a design element, use red. However, use it as a restrained accent color as it can be overwhelming.
Orange
Orange increases vitality and sense of happiness. Like red, it attracts attention and shows movement, but it is not booster. Aggressive but balanced - it revives energy but can be inviting and friendly. Orange is perfect for a call to buy or subscribe to a product.
Yellow
Yellow is perhaps the most energetic of warm colors. Laughter is associated with hope and sunlight. The yellow tones give your design energy and make the viewer feel optimistic and cheerful. However, yellow tends to reflect more light and may irritate a person's eyes. Too much yellow can be overwhelming and should be used in small amounts. It is used in design to attract attention in an energetic and relaxing way.
Cool colors
Cool colors are green, blue and purple. Cold colors are often calming and soothing, but can also express sadness. Purple, blue (calm) and red (intense) is often used to encourage creativity. If a company wants to show health, beauty or safety, use these colors.
Green
Green, health, new beginnings and wealth icons. It is the easiest for green eyes and should be used in a design to relax and balance. If a company wants to show the possibility of growth, security or inspiration, its use is a great color.
blue
Blue evokes feelings of calmness and spirituality as well as safety and security. Seeing the blue color causes the body to create sedative chemicals. It is not surprising that colors are the most preferred. Dark blues are great for corporate designs because they give a professional feel, but using too much can create a cold, discrete feel. Light blue gives a more comfortable and friendly feel. Great examples are social sites like Facebook and Twitter that use lighter blues.
Purple
Purple is associated with creativity, royalty and wealth. Purple is often used to calm or calm the audience, so why is it used in beauty products? Use purple to make a design look more luxurious and richer, and lighter purple to show romance and mystery.
Neutral colors
Neutral colors are black, gray, white, tan and brown. In design, these colors are perfect as background colors. Use black, gray, and white when using brighter colors. If you are using textures, add brown and brown tones as background.
It is important to note that colors can be subjective - what makes one feel cheerful can make the viewer feel uncomfortable, depending on their past experiences or cultural differences.
Color is not universally fully agreed and can address individual countries differently. Now that you know how colors and emotions are interconnected, you can review your audience and choose colors accordingly.
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