The Psychology of Colour
What should, or could we consider when deciding the colours we use on a web site. A few things are obvious:no clashing colours, and observing business corporate colour schemes which needs to be incorporated and complemented. But should we consider the psychology of colour? Maybe we already do, but do not realise it. Consider sayings such as Green with envy or Pure as driven snow. After all, it is only the study of human reaction to colours.
Various studies have been done on the subject, and big business with its fat wallet is often the source of funding for the studies.
Consider that the studies show that REDS and ORANGES encourage us to get on with what we are doing and move on to whatever we plan to do next - ideal for fast food restaurants. Children in general have been shown to prefer large areas of bright colours, not pastels. So TV and magazine advertising aimed at children is mainly coloured similarly, although it will probably be the parents or grandparents who look at the website to get more information, so a balance should be found between the big blocks of bright colour for the children and the more subtle, easy on the eye colours for the adults.
Generally colours can be associated as follows;-
- RED - Excitement, passion, strength, speed and danger.
- YELLOW - Sunshine, happiness and warmth.
- BLUE - Trust, reliability and coolness.
- ORANGE - Playful, warmth and vibrant
- GREEN - Natural, fresh, cool, growth and abundance.
- PINK - Sweet, soft, nurture and security.
- PURPLE - Royal, dignity and spiritual.
- WHITE - Pure, youthful and mild.
- BLACK - Sophisticated, elegant, seductive and mysterious.
- GOLD - Prestige and expensive.
- SILVER - Prestige, cold and scientific.
These work fine for the majority of the world's population, but in some cultures the colours may take on a different significance. Whereas WHITE is often associated with purity and weddings, in China it is associated with death and funerals. Also in China, YELLOW is sacred, but in Greece it typifies sadness and in France - jealousy.
People from more tropical climates respond more to warm colours, and people from cooler climates to cooler colours.
I looked for some examples, and didn't have to try hard to find them.
Consider Bentley cars, expensive, stylish, prestigious, sophisticated - all could be used to describe them. Take a look at the Bentley website. Black and Silver-grey.
Other car manufacturers include the Mini site. Keeping to the style and elegance of Black and Silver, but with playful imagery and splashes of colour.
Finally there is Ferrari. Ferrari offer a choice of around 12 to 15 colours for their cars. Why do people associate Ferrari with red? Excitement, strength, speed and passion. Was this an early example of using the psychology of colour? Personally I always wanted a black Ferrari.