Communicating With Color

How Colors We See Influence What We Feel

From the time of early infancy when our eyes first perceive color, we start to formulate feelings about those colors. Childhood memories are so involved with color that they are indelibly stamped on our psyches forever. We may not even be aware that we are remembering the colors associated with a specific incident. Even into adulthood, we continue to respond to specific colors in a positive or negative way, communicating with color on a deep emotional level.

Infants as young as two months prefer colorful objects to non-color. Eye-tracking studies that record infants’ attention span indicate that red and blue are the most preferred colors when they are infants. While it is true that infants are often attracted to black and white, it is not that they prefer black and white, but it attracts their attention because they see extreme contrast before they see color. Bright primary colors are often used as a stimulus to enhance brain development in infants, effectively communicating with color.

For the pre-adolescent and young adolescent, using the “in” colors is very important as it gives them status and recognition with their peers. Communicating with color is used to make statements and be outrageous—what better way to attract attention than to have “green” hair? This is the age group that is intensely trend-driven, so it behooves the company or manufacturer to be aware of the direction of color trends, further emphasizing the importance of communicating with color.

As we mature, we become more aware of our need for self-expression. Trends still play a key role, but personal tastes and preferences, shaped by how we communicate with color, are equally important.

Different Cultures Interpret Colors Differently

Different cultures have their own unique heritage of color symbolism and interpret colors according to their heritage. For example, depending on its usage, yellow can be understood as happy, bright, sunny, and warm in our culture. In the Orient, yellow is a sacred and healing color. Gold or yellow is a primary color in Buddhist countries and its brightness is interpreted in a spiritual context, showcasing how communicating with color transcends global boundaries.

With shrinking barriers and increased communication, companies reaching out to embrace broader markets find that older color concepts are changing and expanding. For example, historically white has been a color associated with mourning in the Chinese culture. Currently, white is being used in everything from T-shirts to wedding gowns. This change in attitude is especially true for the younger people in many cultures who are less bound to tradition and more open to change, adapting by communicating with color in new ways.

Generalities About Color

Today, there are some generalities that can be made about the human response to color, largely due to universal psychological associations to color. For example, red provokes attention. The psychological association that goes back to the beginning of time is the association of red to blood and fire, two very important elements necessary to sustain life. But the red of bloodshed and fire could also represent danger and signal a “fight” or “flight” response. And although we may not always flee, we must pay attention to red, underscoring the critical role of communicating with color.

This list of specific colors and the feelings they generate, used widely by graphic designers and even freelance illustrators for hire, illustrates the power of communicating with color in designing marketing pieces or branding.

• Reds:   Excitement, High Energy, Stimulation, Sexy, Provocative and Danger.
• Pinks:   Happy, Sweet, Youthful and Romantic.
• Oranges:   Friendly, Inviting, Energizing and Tangy.
• Yellows:   Warm, Sunny, Cheerful, Bright and Happy.
• Browns:   Rich, Rustic, Durable, Earthy and Stability.
• Blues:   Cool, Dependable, Soothing, Serene, and Quiet.
• Greens:   Fresh, Healing, Refreshing, Soothing and Natural.
• Purples:   Sensual, Elegant, Mysterious, Spiritual, and Regal.
• Neutrals:   Quality, Quiet, Timeless, Classic, Natural and Dependable.
• Whites:   Clean, Pure, Crisp, Pristine, Innocent, and Bright.
• Black:   Strong, Classic, Elegant, Mysterious and Powerful.

D = Dominant Color
S = Subordinate Color
A = Accent Color