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Color Psychology

Color is everywhere. And whether you realize it or not, it has a profound effect on your emotions, attitude and actions. Color psychology is studied and used by retailers to persuade consumers, by companies to inspire employees, and by individuals to influence desired behavior.

Below is a reference guide for common colors and their meanings according to consumer behavior, Feng Shui, and color therapy.

Red: Red is a highly stimulating color. It is associated with passion, intensity and love—though it can also encourage appetite. It works to increase energy and create a sense of urgency, especially in sale items. It is best used in moderation as too much can cause restlessness and over-stimulation.









Orange: If red is fire, then orange is warmth. It is not quite as stimulating but instead drives curiosity and conversation. Brands use this color in their logo to convey their business to be friendly, cheerful or playful.









Yellow: Yellow is thought-provoking. It is used in storefronts to grab the attention of a passerby. It increases awareness in a consumer and is often associated with optimism. Use yellow in a room to stimulate the mind and encourage conversation.









Green: Green is a relaxing color. It is the color of nature and money, which encourages balance and growth. It has been said to alleviate depression and improve eyesight. Brands connected with food and nature tend to use green in their logo.









Blue: Blue is associated with peace, calmness and serenity. It is a non-invasive color. Many offices opt for a blue interior to maintain a tranquil environment, especially firms that are up against tight deadlines. When used in logos, it tends to create a sense of security and trust.









Purple: The color purple is associated with royalty, power, wealth and spirituality. It is also mysterious, promoting imagination and creativity. Purple is a mixture of red and blue, the warmest and coolest colors, making it the perfect color! Brands use purple in their logo to portray creativity, wisdom and imagination—think beauty products.









Pink: Pink is a color of feminine energy. It has shown to be effective in reducing disorderly and violent behavior. It promotes feelings of tenderness, care, love and acceptance. It suggests a brand that is caring and/or geared toward females.









Brown: Brown is an earth-tone and as such, can produce a grounding effect. Those who prefer browns are typically formal and conventional. It suggests loyalty, trustworthiness, sincerity, sophistication and elegance.









Black: Black represents the unknown. Unlike its opposite of white, which reveals all color, black conceals and is the absence of color. It can be looked at fearfully as a doorway to the threatening unknown, or positively where endless possibilities emerge. In logos, it conveys power, confidence and authority.









White: White is the color of purity and wholeness. While it is not exactly stimulating to the senses, it leaves the mind open to whatever it wishes to conceive. It represents openness, truth, cleanliness and efficiency. Almost every logo has white incorporated into it, making it possible to relate to many types of consumers.

McKenzie Rudolph is an account executive at KK BOLD in our Minot office and if she was a color, it would be a sort of a light mauve, or maybe periwinkle.