Color Psychology

Color is defined as “the quality of an object or substance with respect to light reflected by the object, usually determined visually by measurement of hue, saturation, and brightness of the reflected light; saturation or chroma; hue” (Webster’s Dictionary). Color is an extremely powerful psychological tool used across the globe. Our world would be bland and boring without the use of color in our everyday lives. Using color psychology can encourage sales, calm a crowd, and even help a person send a positive (or negative) message. Many companies use color psychology in their marketing schemes. June Campbell, writer for Nightcates Multimedia Productions, states, “Colors not only enhance the appearance of the item -- they also influence our behavior.” Some people may wonder why fast food restaurants are painted in bright reds, oranges, and yellows. Campbell notes that, “reds and oranges encourage diners to eat quickly and leave.” However, this is not the only place color psychology is found in the marketing world. When a woman walks into a clothing store, she is going to buy what she feels makes her look the best. Women who are on the larger side, and even women who are not, tend to buy darker clothing because it makes them feel slimmer. Now, a woman who is looking to have a good time on a night out on the town will tend to wear more vibrant colors like red. Red is the color of energy and is associated with movement and excitement. However, red can also have a negative outlook on people’s appearance by making them look heavier than what they may be. Many pregnant women are also known to wear more green showing their fertility. Thirdly, adult website companies are also using color psychology techniques when creating their websites. They are doing this by putting reds and blacks on their websites because they are best associated with sexual connotations. Lastly, when buying a car, people veer to colors that make them look more sophisticated and fun.