The colors we use are not only aesthetically pleasing but also an important communication tool that strengthens communication. The colors we use are powerful influences that can affect emotions, thoughts and even decisions.
In the design process, colors are used to convey a message, create brand identity, and add depth to a work of art. In our article, we will explain the psychological effects and benefits of colors.
Psychological Effects of Colors
Colors have a great influence on human psychology. For example, blue represents serenity and relaxation, red energy and warmth, yellow joy and activism, green naturalness and spirituality. Although these effects vary to some extent with cultural experiences, they are largely accepted definitions throughout the world.
Effects of Colors with Examples
Red
It expresses energy, excitement and passion. It is attention grabbing and has a mobilizing effect. It makes sense to use red or warm colors for buy buttons to create a sense of urgency and sell a product immediately.
Blue
It expresses trust, calmness and stability. It is frequently used in logos and corporate identities, especially in banking and finance. Many of the first world-famous social media channels used the color blue to ensure trust.
Green
Green, which expresses naturalness, health and renewal, is used in environmentally friendly projects and institutions. It is also used in the investment sector.
Yellow
It is a remarkable, cheerful and exciting color. It is preferred in children’s products and in the entertainment industry. It is also preferred by brands and parties that want to touch young people.
Orange
It represents vitality and energy. Its use is often seen in buttons used to encourage action (CTA).
Purple
Evokes feelings of mystery, luxury, wisdom. It gives a feeling of premium. In recent years, it has started to be used frequently in games.
Use and Applications of Colors
The effective use of colors in design processes in various disciplines makes it easier for projects to reach their goals and impact the target audience. For example, on a website, you can use contrast, calming colors and appropriate fonts to make it easier to keep users on the site.
In the field of marketing, colors greatly affect the sale, awareness and memorability of a product and make it a reason for preference.
Color Theory and Application Principles
The term color theory helps to define the boundaries of how different colors should be combined and interacted. The main items in the theory are the color wheel, complementary colors and color harmonies.
Cultural Influences of Colors
Color associations can cause different effects in different cultures. In these contexts, which are also influenced by the backgrounds of cultures, it is possible to get different results from the same color. If your designs appeal to international audiences and affect different cultures, it may be beneficial for you to pay attention to the colors and style you will use.
To give an example; While the color white means purity, cleanliness and simplicity in some cultures, it evokes mourning and sadness in some regions.
The use of color is the bridge that establishes the strongest connection between your design and the target audience. You can change and manage people’s perception with colors. For this reason, you should learn the psychological effects of colors, conduct different experiments and analyzes on them in different groups and see the power of your materials on users.