Color psychology is used extensively in almost all aspects of design and it’s no big secret. Starting from the colors used on brand logos and website design to day-to-day grocery items, color is an important component that can convey a specific message to users.
Our eyes send a message to a region called the hypothalamus in the brain which, in turn, sends signals to the pituitary gland and then further onto the thyroid glands. This signals the release of hormones which in turn cause fluctuations in our mood, emotion and therefore as a result, our behavior.
Science tells us that color evokes emotions and this can result in negative, positive or mismatched feelings. According to Kissmetrics, all it takes is just 90 seconds for a site visitor to form a judgment or an opinion. In addition to that, 62-90% of that interaction is determined solely by the color of a product.
Depending on cultural background and personal preferences, each and every color means something to every person.
Color psychology in design is affected by individual perceptions as studies have shown. How the color is perceived is also affected by Societal considerations such as gender. Recent studies have found that It’s not only the color itself that make an impact, but it’s also about how appropriate the user feels the color is used by the brand.
Determining a Color Scheme for your Brand
Triadic is the most basic and balanced method, it uses color vibrancy and complements. You can select any three colors Using the 12-step color wheel which are located 120 degrees away from each other for background, navigation, and content.
Compound (Split Complementary)
Split Complementary is a little more difficult and to get it right, one may have to experiment, but if it’s done well it can be very effective. The compound concept uses four colors – two complementary pairs (across on the color wheel) and two contrasting pairs (near on the color wheel).
The Analogous method focuses only on complementary colors and one should take care when deciding what they want the scheme to say to the user. since it highlights the vibrancy of the chosen colors, it can be a lot as the colors are essentially exaggerated.
- Background color – The black background denotes excellence, class, formality and “corporate”. When considering a site which provides mentoring, excellence is something that you would surely want to convey.
- Button colors – for the CTA buttons The site uses red buttons because they stand out clearly against the black background in order to encourage sign ups. For less important buttons Black is used with a white border.
- Text color – White provides an all-important contrast For the text, while still matching the color scheme. to encourage users to scroll down The icons outlined in white are placed right on the fold.
The more freedom you have in choosing your color scheme, the better. In fact, artists and designers have an understanding and utilize this power of colors to invoke a mood/feel to the audience. Given below, is a snippet of what different colors project in the Color Psychology Spectrum.
White: Cleanliness, Purity, Simplicity | Yellow: Happiness, Warmth, Caution | Orange: Affordable, Creative, Fun Red: Action, Passion, Danger | Pink: Gentle, Romantic, Grateful | Purple: Expensive, Mysterious, Spiritual | Blue: Authoritative, Serene, Dignified | Green: Renewal, Healing, Money | Brown: Calm, Natural, Serious | Grey: Corporate, Practical, Somber | Black: Classic, Formal, Bold
For more details on how to use the color psychology for brands, leave your queries in our comment section below. Our design experts will get back to you.