Colors Signal Emotion, Response

Transitioning into the fall season may not seem like a big deal for many, but for marketers and public relations specialists, it’s time to switch gears. In the summer, you may see bright colors or pastels around Easter. In the winter, you may notice more black, white, and neutral tones. You may see a difference in color patterns whether it’s on the commercials you watch, the clothes advertised, or the type of event a company may host.

Did you ever wonder why colors make such an impact on your decisions? Why you may be drawn to one item vs. another?

According to Why Color Sells: Color Theory and Branding, “Different colors have different subconscious associations for people.”

The Color Theory is essentially the practice of mixing colors to create visual effects on the viewer. The article lists the key colors associated with the range of emotions the consumer or viewer may feel or observe.

  • Red: Attention, danger, excitement, heat, passion, love
  • Orange: Warmth, friendliness, enthusiasm, creativity, stimulation
  • Yellow: Energy, happiness, cheerfulness, intellect, spontaneity
  • Green: Wealth, the environment, freshness, fertility
  • Blue: Serenity, stability, coolness, confidence, trust
  • Purple: Royalty, ambition, extravagance, magic
  • Black: Solemnity, mystery, elegance, luxury
  • White: Purity, light, perfection

The Color Theory encompasses several purposes in life. Whether wearing a blue shirt to a job interview or branding your new recycle start-up company green. But it is also incorporated as the seasons change and as consumers start to gravitate toward the colors the new season may bring.

Color Theory Infographic

Next time you go shopping or watch a commercial, take note of the colors and the atmosphere. Do you like it? Why? Does it make you feel happy? Maybe comfort?

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