Research: Euan Doig
Design: Megan Zhang
Colour, a seemingly basic topic; yet a powerful tool for influencing our subconsciousness. From fiery reds to calming pinks, colour subtly influences our daily lives, sparking diverse emotional responses. Whether igniting action or soothing our pain, colours play a pivotal role in our surroundings, affecting mood, behaviour and even influencing our decision-making processes.
There are numerous practical applications of Colour psychology, most notably in marketing and branding; a practice governed by the ‘Colour Emotion Chart’. Although a simplification of the study, it is a quality introduction. It displays the following colours and their effects:
Yellow — Optimism, Warmth
Orange — Friendliness, confidence
Red — Excitement, fear
Lilac — Wisdom
Blue — Trust, dependence
Lime — Peace, growth
Silver — Balance, neutrality
By adhering to these principles, companies can design advertisements which convey different emotions; interior designers can create rooms which inspire a certain atmosphere and authors can describe scenes more vividly to readers — employing metaphors rather than lengthy descriptions.
As discussed in a previous article, culture can cause great waves in the sea of human perception; even the meaning of colour. The colour of mourning in the west is black, whilst in eastern cultures, it is generally considered to be white. Expressions can differ too, such as a ‘White lie’ of ‘green with envy’. Despite these differences, it is common perception that reds, yellows and browns are ‘warm’ whilst blues, green and greys are ‘cold’. This perception may have evolved from interpretation with the world around us; the sun being a lighter, reddish shade and water a deeper, turquoise.
It is not just in modern times that colours have been held to some importance, in much of its history, Europe has reserved purple for the rich élite. This arose from the dye’s laborious and expensive extraction process, involving a rare mollusk known as the ‘Murex Snail’ whose glands, when exposed to sunlight, created the highly-sought purple hue. In the Isalmic world, colours such as green and blue had grown profound religious significance. Green symbolised paradise and fertility and is said to have been favoured by the Prophet Muhammad. Blue had many of the same connotations as it does today, representing peace and serenity.
In conclusion, colour psychology proves to be a formidable force for shaping our subconscious minds, whose principles are consistent across cultures. This influential tool extends its reach into diverse disciplines, including marketing and branding. Its ability to evoke emotions and convey messages underscores the profound impact it bears on various aspects of our lives and society as a whole.
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