Colours have always evoked certain emotions. Even though empirical studies are lacking when it comes to colour’s impact on the brain, we know they have an effect. Whether it’s decorating a room, wearing a certain outfit, or adding visuals to a web page, each hue sends out a different message.
Of course, we know that white light divides into the full spectrum of colours thanks to Sir Isaac Newton. After passing white light through a prism, he not only proved it was made up of different components but that each colour is made up of a single wavelength. Much like sounds operate on different frequencies, colours have their own wavelengths, and that, in turn, seems to have an effect on our psychology.
Colours can affect anyone’s mind
However, far from there being strict colour-to-feeling relationships, it seems that emotional responses operate on a spectrum just like light. For example, in Western cultures, white is associated with purity and innocence.
In contrast, eastern cultures tend to use this colour during times of mourning. In addition to cultural differences, there can also be individual differences when it comes to colours and emotions.
Someone who went through a traumatic experience as a child may link any prevalent colours from that time with negative feelings in the present day. Therefore, in terms of the impact on our psychology, it’s impossible to say definitively what reaction a certain colour will provoke. Indeed, this is what prompted researchers Andrew Elliot and Markus Maier to say there is “surprisingly little theoretical or empirical work” in this area.
The current colour psychology theories occupy the same realm as those linked to other social endeavours, such as the psychology of shopping habits and the psychology of blogging. But despite being a niche subject, there are studies out there.
In 2014, Sevinc Kurt, Associate Professor at Cyprus International University, looked at colour and mood among university students. Using previous experiments testing colour and emotion, Kurt found that there was a definite link between the two.
Our eyes can dictate our emotions
One of the most significant examples was the use of pink. Through a series of questions, he determined that colours impact whether people feel warm, cool, calm, invited, relaxed, or uninvited. This evidence supports the results of Schauss’ 1979 pink prison experiment. Placing prisoners in pink cells, Schauss found they were less aggressive.
This points to the idea that pink can increase feelings of calm and warmth. Away from laboratory settings, we can all see the effects of colours in our everyday lives. Take a brand like Coca-Cola. Whenever you see the red-and-white logo, it’s instantly recognisable.
It’s a similar story with Facebook. Although simple, the blue-and-white logo has been carefully crafted to send out the right signals. Blue is generally associated with success, trust, and responsibility. For a company that has access to massive amounts of personal data, a colour scheme that conveys these feelings is ideal.
Brands use colour to characterise their products
Companies have long understood that colours can shape how consumers perceive their products. Whether it’s a deep red used to evoke excitement or a soft blue to inspire trust, colour plays a crucial role in branding. The reason behind this lies in the way our brains respond to visual stimuli. Research suggests that colours can influence emotions, even if the exact mechanisms remain unclear.
Take fast-food chains as an example. Many brands, such as McDonald’s and KFC, incorporate red and yellow in their logos and interiors. These colours are thought to stimulate appetite and create a sense of urgency, encouraging customers to order quickly. In contrast, luxury brands like Chanel and Gucci opt for black, a colour associated with sophistication and exclusivity.
The choices made by brands are rarely accidental. Supermarkets often use green in their organic product lines to reinforce the idea of freshness and health. Tech companies, like Dell and IBM, favour blue, reinforcing feelings of reliability and professionalism. Even the shade of a product can subtly affect buying decisions. A lighter hue might make something appear softer or more approachable, while bold, saturated colours can make a product stand out on a crowded shelf.
Real colours convey real emotions
Of course, it’s not just the digital world where colours angle a product toward certain demographics. Smoothie maker Innocent deliberately keeps the labelling on its bottles to a minimum.
By embracing the minimalist vibe, the company is subtly saying that its drinks aren’t packed with chemicals. What’s more, the lack of intrusive labels means the natural colour of each smoothie can shine through. Although the colour of each drink is largely determined by its ingredients, there is a certain amount of engineering going into each one.
For example, Innocent’s Seriously Strawberry not only contains the headline fruit but apple and banana. The green and yellow of these fruits turn strawberry red into a much more inviting pink. The result is a drink that’s more aesthetically pleasing on the shelf. Of course, there will be some who don’t like pink.
The science of colour is still a relatively untapped area. But we know that colours can be used to guide our perceptions of a product. Whether it’s a website, a drink, or anything else we might buy, the design a company chooses will almost always affect how it’s perceived.
Dennis Relojo-Howell is the managing director of Psychreg.
