Hello friends, greetings.
After a long period without publishing on the label of psychology today I want to start a series called "color psychology, which will deal with the relationship between the various colors and human behavior, although we can say that the psychology of Color is a field of study that is aimed at analyzing the effect of color on human perception and behavior.From the strictly medical point of view, it is still an immature science in the mainstream of contemporary psychology, bearing in mind that many Techniques ascribed to this field can be categorized within the field of alternative medicine.
However, in a broader sense, the study of the perception of colors is a common consideration in disciplines such as design, architecture, fashion, signage, advertising and art. Below I invite you to observe this content .
The psychology of color is a field of study that is aimed at analyzing how we perceive and behave towards different colors, as well as the emotions that these tones arouse in us.
There are certain subjective aspects in the psychology of color, so we must not forget that there may be certain variations in interpretation and meaning between cultures. In spite of everything, there are certain accepted principles that we are going to review in this article and that apply fundamentally to western societies.
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origins
The psychology of color had an impact on human psychology since ancient times, a circumstance that was expressed and synthesized symbolically. Among many examples, in ancient China the cardinal points were represented by the colors blue, red, white and black, 1 reserving yellow for the center (therefore, yellow was traditionally the color of the Chinese empire).
Similarly, the Mayans of Central America related East, South, West and North with the colors red, yellow, black and white respectively. In Europe the alchemists related the colors with characteristics of the materials they used, for example red for sulfur, white for mercury and green for acids or solvents.
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Theory of the color of Goethe
Goethe tried to deduce laws of color harmony, including the physiological aspects of the subject, that is, how colors affect us, and-in general-the subjective phenomenon of vision. In this field, he analyzed for example the effects of post-vision, and its consequence in the concept of complementary colors, inferring that complementarity is a sensation that, as such, does not originate in physical matters related to the incidence of light on an object. , but by the operation of our visual system.
Johann Eckermann refers to a quote from Goethe's last years showing the importance that he attached to the question:
"Of all that I have done as a poet, I do not obtain any vanity, I have had good poets as contemporaries, they have lived even better before me and others will live later, but having been in my century the only one who has seen this difficult science of the colors, of it I am vainglorious, and I am conscious of being superior to many wise people ".
Farbenleherer was widely opposed and discredited by the scientific community of the time, especially because of its attack on Newton's view of the generation of color by the refraction of a ray of white light incident on a prism. In view of optical theory, some of Goethe's observations have proved not to be so wrong, but for a long time discredit prevailed over what was seen as an "off-topic" by the famous poet.
According to Deane B. Judd6 there are three reasons for a current reading of Goethe's theory of color:
For the beauty and breadth of their conjectures relating color with philosophy, which in many cases represent only fantasies that should be evaluated in the light of nineteenth century knowledge, in others lead the reader to become aware of harmony, of aesthetics and the importance and meaning of art.
As a guide for the study of the chromatic phenomenon, since in Farbenleherer a master of prose describes with clarity and abundance of details the production of color by all available means of that time, including the necessary equipment, how to use it and anticipating the results that will be obtained. Goethe had a passion for careful observation, a feature possibly unexpected in a theatrical director and famous fiction author.
In preparation for a vision free of prejudice in the search for new solutions to the color puzzle. Whoever reads Goethe's explanations and compares them with the logic of current knowledge on the subject, will be able to convince himself that at least part of his theories were discredited too soon.
Psychology of color: influence on emotions and mental state
Did you know that the colors around you may be influencing your emotions and your mental state? Did you know that certain tones can irritate you or, on the contrary, relax and calm you? Well, you should know that the colors that surround you can have an effect on you.
This statement is not new. In fact, many companies design their logos taking into account the colors they use, because in this way they send a message or another to the consumer. When a store is decorated, it is also valued what colors are used, since it is almost a necessity that people feel the desire to buy when they are in the store. But not only the psychology of color is used to obtain an economic benefit. In art therapy, color is associated with the emotions of the person and is a way to influence the patient's physical and mental state. For example, studies have shown that red increases the heart rate, which, in turn, causes an increase in adrenaline and makes individuals feel energetic and excited.
The psychology of color in everyday life
The fact that colors provoke an emotional effect on us does not sound strange at all. In fact, it is part of our everyday language. In other words, it is common to speak of warm colors, such as red, yellow or orange, which can provoke different reactions, from positive (warmth) or negative (hostility and anger). Or, on the other hand, we usually talk about cold colors, such as green or blue, which usually cause a feeling of calm but also sadness.
Since we are all familiar with these concepts, the psychology of color is used in everyday life. For example, when you paint your house and consider what colors you want for your home because you are going to spend many hours in there. When you do that, you usually have in mind how the different tonalities will make you feel: an elegant gray for the living room? A green kitchen that is associated with spring and freshness? Maybe you like yoga and meditation and you want a white room because you know it has a relaxing effect. These are just some examples of how we use the psychology of color almost without realizing it.
Emotional and psychological colors marketing
Perhaps the area in which the psychology of color is most applied is in marketing. It is usual to believe that the decisions we make when buying are based on a rational analysis, but, on many occasions, our emotions are the ones that decide for us.
Since a time ago. and as far as decision-making is concerned, even modern neuroscience had focused only on the cognitive aspects of the brain, forgetting emotions. All this changed with Antonio Damasio's book called "The error of Descartes". A text of highly recommended psychology that provides scientific evidence on the importance of emotions in our decisions.
And how do we get to the customer's heart? Well, through the senses, basically thanks to hearing and sight. That's why, when you enter a fashion store, it plays energetic music and you can appreciate a decoration and a colorful one that says: "buy, buy, buy". According to Color Marketing Group, a company specialized in the use of colors, almost 85% of the reasons why a person chooses a product over another has to do with the perception of color.
The psychology of color is also applied in branding. Did you know that red stimulates the appetite? Well that's true, according to different investigations. So it's no wonder that well-known fast food chains like McDonald's, Pizza Hut, KFC and Wendy's use this color in their logos and facilities.
The symbolism of colors and how they affect the human mind
The symbolism of colors is a territory that is certainly ambiguous and that, at times, is not completely accepted in the scientific field. As already said, the color has many readings depending on the context in question. However, next we will identify the most important colors with their meanings more or less accepted (at least in the West).
White
In Western cultures (and also in some Eastern cultures, such as Hindu), the color white represents the pure and innocent, as well as cleanliness, peace and virtue. In Eastern and African cultures it is the color of death: the pure soul that goes away.
Yellow
Yellow represents light and gold. It is usually related to happiness, wealth, power, abundance, strength and action. However, researchers consider it one of the most ambiguous colors, because it also represents envy, anger and betrayal. The excessive presence of intense yellow can irritate a person, since we are usually used to seeing it on relatively small surfaces.
Red
Red is associated with stimulation, passion, strength, revolution, virility and danger. Probably, this has a lot to do with the fact that red is the color of blood, which we also associate with a certain notion of vitality, aggressiveness and extreme sensations. It is one of the colors with the greatest consensus among experts and, in fact, wearing this color leads us to behave in a slightly more assertive and extraverted way.
Orange
Orange is associated with enthusiasm and action. It can also be related to lust and sensuality, to the divine and exaltation. In the world of political marketing, it is often said that orange is the most optimistic color of all, at least in Western societies.
blue
Blue is the color of sky and water, and represents tranquility, freshness and intelligence. In the world of marketing, it is used in many logos such as Facebook or Twitter. It is an elegant and corporate color, one of the most used by companies. It transmits trust and purity.
Green
Green represents youth, hope and new life, but it also represents action and ecology. Interior decorators agree that a room painted with a soft green color encourages relaxation and well-being.
Purple
Purple is highly valued in the world of marketing, since it represents sophistication and elegance. In addition, this color is usually associated with mystery, nostalgia and spirituality. It is a color widely used in anti-aging products, precisely because of that touch of glamor it gives off.
pink
Pink is a color with well-defined attributes: it is the color of sweetness, delicacy, friendship and pure love. Our cultural heritage also associates it with the feminine.
Gray
Gray has somewhat different connotations depending on the culture. While some people perceive this color as indeterminacy or mediocrity, experts in color psychology give it a different meaning: peace, tenacity and tranquility.
Black
Black has negative connotations because it is associated with death, evil or destruction. In contrast, in ancient Egypt it represented fertility and growth. Due to its relationship with darkness, black symbolizes mystery and the unknown. In the world of fashion, black is the color of elegance, formality and sobriety.
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Psychology of Color in Logo Design
Refereces :
1 . Cosmic location and color in ancient China: east = blue, south = red, west = white, north = black.
2 . Goethe, J.W .; Zür Farbenlehre, 1810
3 . Johann Eckermann, Conversations with Goethe, Ocean.
Dennis L. Sepper, Goethe vs. Newton: Polemics and the Project for a New Science of Color, Cambridge University Press.
4 . Goethe alr
eady had fame as a writer when publishing Farbenleherer, and his fluent prose and alien to the complexities of the scientific world attracted the attention of the reading public
Deane B. Judd. Essay on Goethe's Theory of Color, (English translation by Charles Lock Eastlake, and John Murray, London, 1840) - Washington, D.C., 1969