Colors are instinctively connected to emotions. Don’t let anyone tell you otherwise. There’s a real relationship between colors and emotions. We used to think that our enemies wore red to intimidate us, it sure works for athletes. When we’re angry or in angst, we wore black to evoke gloom and project meanness. We dye our hair in various colors to describe and boost our moods to the benefits of wearing that particular color. This is a term as in ‘dopamine dressing’. We may even paint a room to feel calm as in a pale blue color. Why, we may even coordinate a whole ensemble in a look of one color just to be flashy!
London College of Fashion lecturer Maria Costantino told Harper’s Bazaar “color is closely associated with emotions” as in our colorful languages. The colors in our language are many—we say when we are saddened, we are ‘feeling blue’. When we are angered.. we are ‘seeing red’. An envious emotion makes you ‘green with envy.’ When you are blessed with optimal health or you are ‘in the pink.’”
Almost all people understand the basics and theory of color symbolism. Using this psychology of color, they can form their first impressions on color alone and can communicate effectively the object of that particular color. That’s why using the wrong colors can be detrimental also if it could send the wrong message, for example, using only white or black to convey freshness in a culture where it represents death. So, designers basically need to understand this simple theory.
Basically, color matters! Depending on our cultural background, psychology and biological condition, that is how we perceive and react to different colors, it is no more just black and white.
Let’s see then, at how different groups of colors tend to make us feel, then see how it can be used to stir up specific emotions depending on each individual color.
Bright, warm and cool colors
Bright but warm colors are best in rooms where people gather. They stimulate energy and happiness. They are good in dining rooms or the kitchen. The way we respond depends on its brightness, shade or tint, and whether it’s cool or warm-toned. While cool colors work best in spaces like bedrooms where you want to calm down and relax. There’s a subtle but important difference, right?
But with so many colors to choose from, here are some categories which can help.
Bright warm colors—red, orange and yellow. These warm colors evoke energy and feelings of happiness, maybe even passion and optimism. Sunshine (yellow)warms you up and red roses simply gets you in the mood. Ever wondered about the favorite colors of food chains which can make you hungry?
Warm colors can also wake you, can signal danger or make you take quick action. Look at the color of stop signs, caution tape or the agitated faces of disgruntled airline passengers.
Cool colors—green, blue and purple
Very often popular brands of products promoting health, beauty or even security stick to cool colors such as the green, blue and purple shades. These are promoted as cool colors. They are often seen as calming, soothing, nurturing, subdued or even sad (e.g., blues music, the “baby blues” or Picasso’s Blue Period). They’re often popular with certain brands.
Colors and emotions: a quick, short guide
Happy colors—yellow, orange, pink, red, peach, light pink and lilac
If pastels like peach, pink and lilac makes you feel happy, then you are thought to be in bright and warm shades. They are the happy colors. Happy colors are usually thought to be bright, warm shades, like yellow, orange, pink and red. The brighter and lighter the color, the happier and more optimistic it can make you feel. Combining lots of colors together is encouraged making you feel joyful and exuberant, like a holiday or maybe a little chaotic and overwhelming, like an overcrowded city street.
Sad colors—gray, brown, beige and dark blue
Sad colors are usually dark, muted and neutral. Gray, brown, beige and certain shades of blue and green just don’t make you feel like jumping up and down. In most cultures, although more in most East Asian countries, black is often considered the color of mourning, whereas in some Western countries, it’s mostly white.
Calming colors—blue, green, baby blue, lilac, mint, white and gray
Needing to chill out? The trend is to use designs with fewer colors to feel calmer. Such colors like blue, green and cooler toned pastels of neutral tones towards greys and whites work well. Turn to wearing these to be more calming.
Energizing colors—bright red, strong yellow, neon green, turquoise, magenta and emerald green
Now to get fired up! Energize to have an effect on your emotions with these colors. Be bold to stand out from the current surrounding. Strong, bright, highly pigmented and neon colors can shout out and they can make us feel energized too.
How different colors make us feel
Let’s dive into the colors and emotions.
Red, orange, yellow, green, blue, and purple.
Pink, brown, black, white, grey and red.
Red—do you feel lucky or angry? Is there energy, some passion, is there danger?
Red color makes people in East Asia feel joy and good luck especially because it’s the color of the Chinese lunar new year. Although it makes you feel passionate and energized, it’s often associated with anger and danger as well (there’s a thin line between love and hate, after all).
Orange—energetic, enthusiastic, lively, happy
Orange grabs your attention as well as red although it is not as overpowering. It tends to emit an inviting and cheerful vibe which is popular for brands asking their audience to take action—like “buy this now!” or “click now for the latest free…!”—but in a fun, friendly way.
Yellow—happy, spontaneous, cheerful, optimistic
Yellow is like a ray of sunshine on your face and it is smiley faces which often make people feel positive. It reminds people to feel positive. It’s flamboyant and joyful. However, do not use too much yellow in your design because a lot of light can be a bit hard on the eyes.
Green—fresh, balanced, calm
Green is the color of money $$. It’s easy and create balance on the eye. It’s associated with nature, makes you feel optimistic, refreshed or relaxed. It’s a great color for brands that want to depict growth in United States where money is green color. It you have the green light, it promotes security or inspire possibility.
Blue—secure, relaxed, spiritual, calm, cold
The king of cool .. blue color! It projects a feeling of calm and trustworthiness, which is why so many corporations has it in its logo designs. It seems to be the best for one’s branding too. The “king of colors,” as we’ve just mentioned also appears in more than half of most big corporate logo designs.
Although dark blue can feel a bit cold and disengaged, it is also popular with corporations because it feels so safe and professional. Light blues are considered more relaxing and friendly.
Purple—creative, mysterious, royal, luxurious
A lighter shade of purple is often used to soothe and calm. Not surprisingly, it is popular with beauty and health brands and its merchandise. The deeper purple is associated with mystery, creativity, royalty and wealth, a combination that might explain its popularity in the current cryptocurrency industry.
Pink—playful, romantic, tender, cute, fun
Pink is the all rolled up feeling of romance, tenderness and sweetness as we traditionally know it. Like it or not it can often make us feel playful or romantic. But we can pink it to also be modern, like millennial pink, as in soft toys or outrageous, showy as in your pink Cadillac and even rebellious, like a delicious hot pink lip color!.
Brown—warm, grounded, practical, comforted
Brown is very much comforting (think morning tea, coffee, chocolate) it creates a sense of stability, comfort and support. It’s certainly old-fashioned or vintage, even well established. Doesn’t it feel homey, warm and friendly, practical and dependable?
Black—sophisticated, classic, serious
Black is actually neutral and simple. Yet it evokes power, luxury and elegance, but can also stand for professionalism like the ever-present black turtleneck or the “little black dress.” If you want to feel bold, powerful and mysterious, like “black magic,” an all-black ensemble or the black robes of a ninja will fit you to a T (at least in popular media). But bear in mind, in certain contexts and cultures, the color black can refer to sadness.
White—simple, peaceful, elegant, cold
What is refreshing and comforting is simple in a design of white. It’s a feeling of minimalist peace and innocence. In many cultures, this is reflected in baby clothes—comforting and peaceful in its simplicity, but too much white can feel cold and sanitized. In some Eastern cultures, white is work at funerals.
Gray—serious, professional, reliable
Gray can be a lighter and less formal alternative to an all black look. It is a neutral color, often seen as a mature color. Makes one feel responsible and super-professional and reliable. On the other hand, it can sometimes be seen as indecisive, conventional and somewhat boring.
Colors and emotions are inextricably linked
Whether you’re wearing it, creating a logo, building a brand, or strutting about, colors are there to change your mood and will reflect to how others perceive you. Although subjective and completely random, one color makes one person happy and another the total opposite, so choose carefully or throw caution to the wind and borrow any shade from the rainbow!