Colour Psychology: Western Society ˚˙˚

RED

Red is a short radiating wave length in the electromagnetic spectrum. Periods of exposure to the colour red leave us feeling hungry or with an increased appetite. An increase is heart rate, blood flow and adrenaline can occur. Red makes people react quickly, which is why it is used in danger and safety signs. It can also make people angry and frustrated, extremely excited or opposingly, used as an expression of love and care. Determination, desire and courage are other emotions red strikes.

In Design - used with foods and beverages, flora and fauna. Continuously in fashionable prints (apparel wear). Valentines Day is expressed with the colour red.



ORANGE

This colour generates an ideal of warmth and or autumn. Dark ornage can be linked to deceit and mistrust. Orange is considered energetic and relieves feelings of self-pity, lack of self-worth and unwillingness to forgive and is known as an excellent anti-depressent. It is associated with ripe produce, healthy foods and eating.

In Design - Used as attention grabbing highlight. Used as an appetite stimulator, food production sites. Orange draws attention in traffic signs and advertising. Used for childrens clothes and toys. Orange is used for organic products.



YELLOW

From a Western View, yellow is all about vitality, energy and hope. It is a stimulating colour that can inspire an audience. People tend to have a low tolerance level for shades of yellow. It's attention grabbing and calls to mind liveliness and comfort. Yellow can make people more alert and decisive. Due to the amount of light reflected, yellow is the most reflective to the eye.

In Design - Used in small amounts to draw notice, such as traffic signs and advertisements. Can be overpowering, so it's excellent with marketing.



PURPLE

Is the focus of leadership, royalty, nobility, wisdom and respect. It's also seen as a luxury, mystery, elegant and magic colour. Purple is known to supress hunger and balance the bodies metabolism. It is associated with the imagination and is used in the care of mental or nervous disorders as they help balance the mind and transform obsession and fears.

In Design - As purple is used as robes for kings and queens, a sophisticated apporach to advertising is to use purple in some way. It is used for feminine and romantic advertising.




GREEN

Brings to mind nature, wellbeing or fertility. Durability, reliability, safety. honesty, optimism, harmony and freshness.

In Design - Can be used as a mental stimulation. Best used for bedrooms and living rooms as it's calming and resentful. Green is associated with money and therefore used in campaigns advertising wealth related issues.

PINK

Pink is a typical love and romance colour, with a calming effect. It's known to be peaceful, represent friendship, compassion, relaxation and symbolise emotions and unions. It represents the feminine principle, and survival of the species and is nurturing and physically soothing.

In Design - Due to its tranquilizing nature, pink is extensively used in logo related to spa, health care and cosmetic products.

BLUE

Is peaceful, and produces calming chemicals, soothing illness and treating pain. It is an overwhelming favourite colour. Studies show, more energy in a blue gym. Blue is associated with wisdom and loyalty (most uniforms are blue).

In Design - Website designs go with blue for a corporate, conservative look. It symbolises old establishment, traditional values, understanding and trustworthy.

BLACK

Is the colour of authority, power and protection. Popular in fashion, comforting and makes appear thinner. It's stylish and timeless, implies submission (for eg. god).  Black can also be overpowering, symbol of menace or evil. Associated with death and mourning in Western Society. It can be seen as a negative, passive colour. Seriousness, darkness, mystery and secrecy.

In design - Used to temper the sweetness of other sugary colours, such as pink. Very rarely used as a base colour. Used to show authority.

WHITE

Is a mere absence of colour. it represents purity or innocence. It is bright and can create a sense of space or add highlights. Described as cold, bland and sterile. Bring feelings of peace and comfort, and also isolation. Cleanliness, simplicity, security, coldness, hope.

In Design - White is worn by brides. Popular with decorating and fashion as its neutral, goes with everything. Frequently used in logos due to radiant character, used as text as illuminates other bright colours.

GOLD

Abundance, wisdom, understanding, knowledge, power, higher ideals, understanding. It is energising and inspiring, help fights against fear and uncertainty. 

In Design - Web design it suggests expensive and prestige. Perfect compliment for purple symbolising wealth and beauty. 

BROWN

Creates a neutral environment for open discussion. Maturity, credibility, harmony, outdoors, reliability, endurance, home and earth. Can also be sad and wistful.

In Design - Used as a background design element to communicate stability and harmony. Can be sophisticated with the right shade. 

GREY

The colour of independance and self-reliance. Usually thought of as the negative colour. Grey indicates separation, lack of involvement and ultimate loneliness. Unsettling, expectant, lack of energy, dampening effect on other colours. Quite suppressive, depressing.

In Design - to represent old age, sadness and dullness. Used heavily on technology websites, Creates sophisticated, classy and calm appeal. Commonly used to create shiny, gradient effects. 

SILVER

Balancing, harmonising, sensitive, mentally cleansing, prestige, cold, scientific.

In Design - Used predominantly in car advertisements, for sophistication and prestige, marketing people with high incomes.