Colors and emotions: how are they related to each other?

There are different colors in nature, and each of them affects our emotions differently. Surely you have already noticed, because, for example, when you have to decorate your home you pay special attention to what colors you are going to use. Each of the colors will make you feel in a certain way.

Companies have long they carefully select the colors that they use for their logos or for their premises, because depending on which they use they make us experience one or the other emotions. Did you know that the color red stimulates hunger? That is why McDonald’s, Pizza Hut, KFC or Wendy’s use it to represent their brand.

• Related article: "Emotional psychology: main theories of emotion"

What is the psychology of color

Psychology is everything in our life, mainly because everything we see, hear and feel passes through our thinking organ. Our eyes alone cannot see, and in the brain there is a specific area for vision, which is the occipital lobe. However, this it is not the only region of the brain that is involved in the processes of vision

, since information is sent from the occipital cortex to other parts, such as the frontal lobe or the thalamus.

That is why color is capable of stimulating or creating joy or sadness. Colors can make us feel energetic or relaxed, favor thermal sensations of cold or heat, and also make us perceive order or disorder. Although the perception of color is an individual and subjective process, cultural factors also influence how color affects us. For example, some colors are identified with the masculine and feminine, and others with the romantic.

For this reason, what is known as the psychology of color was born, which is a field of study that is directed to analyze how we perceive, feel and behave in the face of different shades, brightness and intensities of color.

• You can delve into the psychology of color in our article: "Color psychology: meaning and curiosities of colors”

What emotions do the different colors elicit?

The language of color is known to marketers or decorators, and even to artists, and the psychology of color is necessary for the elaboration of products, such as clothing, advertising, etc.

But. How do colors affect emotionally? Below you can find a list with the different emotions that colors provoke in the inhabitants of western countries:

1. Blue

Blue is a color that inspires tranquility and is relaxing. It gives a feeling of freshness and calm and is associated with the sky and the water. It is synonymous with purity, freedom, harmony, fidelity, seriousness, security, sincerity and loyalty.

2. Green

Green represents nature and humanity. On an emotional level is the color of balance, hope and growth. In Western culture, it also represents money and financial security. Now, it also has its negative side, and that is that it is the color of poison, jealousy and the demonic.

3. purple

Violet has long been associated with royalty, as it is wrapped in an air of luxury. It has been widely used in painting to give a feeling of elegance. The lightest shades of violet evoke spring and romance. The darkest ones attract mystery, and can even symbolize creativity. Individuals who wear a garment of this color tend to project that they are empathetic and affective people, with artistic and creative tendencies.

4. Red

I have already commented that red is related to appetite, but it is also the color of dominance. With this color it is possible to go to two extremes: that of love and that of war. The lighter shades emphasize the energetic aspects of red, including youth, while the darker ones are associated with power.

5. rose

No one can doubt that pink is associated with the feminine, but also with friendship, pure love or delicacy. It is a color that inspires calm, relaxes and is romantic. It is also associated with sugar and used to give a sweet sensation and it is a color that is related to childhood.

6. White

White is the color of relaxation par excellence, and inspires purity, peace, innocence and cleanliness. It is a color that can be used for tranquility, serenity and purifies the mind.

7. Black

This color conveys elegance, sobriety and formality. Black can seem distant and has some negative elements associated with it, because is the color of death and destruction. It also awakens some negative emotions, such as despair, sadness, melancholy, unhappiness or irritability. It is the color of the mysterious and the hidden.

8. Gray

Gray is considered a neutral color, which has balance, order, respect and elegance. However, it is also associated with mediocrity or decrepitude. Light gray gives peace, tenacity and tranquility.

9. Orange

Orange is the color of action, movement and enthusiasm. It is a cheerful color, which increases optimism and confidence. It is also associated with lust or sensuality. However, too much orange seems to increase anxiety.

How colors affect us in our daily lives

The psychology of color has many applications and surely one of the best known is marketing. As we tell in this article “Emotional Marketing: reaching the customer's heart”, Although many individuals think that the decisions we make are based on reason, the truth is is that, almost always, it is our most emotional part that influences until we practically decide U.S.

Often times, we are the ones who have to choose which color to use. For example, when it comes to dressing or painting our house. This last aspect is important to us, since we spend long hours in our home. Choosing one color or another will make us experience some emotions or others. If you want to know how to paint your house, we recommend reading this article: "How to paint my house? Color psychology explains it to you”.

Conclution

The concept of color psychology has been validated by many studies and by the research fieldBut it doesn't take a scientist to figure out the effect colors have on our emotions and behavior.

We live in a world full of color and it is only necessary to look around us to see how companies use different colors for their logos, advertisements, even the walls of their shops.

Each of these colors has an effect on us and sends a message or another to the consumer.