1. The Psychology of Colour
Understanding the application
of colour in brand identity

2. First let’s review colour:
1. Without light there is no colour.
2. Humans instinctively associate certain
colours with emotions.
3. Colour is constantly around us.
Colour and emotion - successful design will leverage the emotion related to certain colours

3. Light = Colour
• Light travels in waves from the sun
• Same electro-magnetic spectrum as radio
and television waves, microwaves, x-rays etc.
• Colour is the only part of the spectrum we
can see

4. Light = Colour
• Light travels in waves from the sun
• Same electro-magnetic spectrum as radio
and television waves, microwaves, x-rays etc.
• Colour is the only part of the spectrum we
can see

5. Light = Colour
• Light travels in waves from the sun
• Same electro-magnetic spectrum as radio
and television waves, microwaves, x-rays etc.
• Colour is the only part of the spectrum we
can see

6. Light = Colour
• Light travels in waves from the sun
• Same electro-magnetic spectrum as radio
and television waves, microwaves, x-rays etc.
• Colour is the only part of the spectrum we
can see

7. Traditional colour theory:
Primary Colours:
Red, Yellow and Blue
In traditional colour theory
(used in paint and pigments),
primary colours are the 3
pigment colours that can not be
mixed or formed by any
combination of other colours.
All other colours are derived
from these 3 hues.
mixing 2 of the 3 primary gives you a secondary colour
Primary Colours:
Red, Yellow and Blue

8. Traditional colour theory:
Secondary Colours:
Green, Orange and Purple
These are the colours formed
by mixing the primary colours.
Secondary Colours:
Green, Orange and Purple

9. Traditional colour theory:
Tertiary Colours: Yellow-orange,
red-orange, red-purple, bluepurple, blue-green & yellowgreen.
These are the colours formed by
mixing a primary and a secondary
colour. That's why the hue is a two
word name, such as blue-green,
red-violet, and yellow-orange.

10. In our world we work with:
Darkness = danger
emotional connection to absence of light - dark and brooding/dark and stormy/
dark alley...

11. In our world we work with:
Darkness = danger
emotional connection to absence of light - dark and brooding/dark and stormy/
dark alley...

12. In our world we work with:
Darkness = danger
emotional connection to absence of light - dark and brooding/dark and stormy/
dark alley...

13. Colour = Light
1. Without light there is no colour
2. Humans instinctively associate certain
colours with emotions

14. Colour = Light
1. Without light there is no colour
2. Humans instinctively associate certain
colours with emotions

17. Colour in research:
• People make a subconscious judgement
about a person, environment or product
within 90 seconds
• Between 62% and 90% is based on
colour alone
• Ads in colour are read up to 42% more
often than the same ads in black and
white.
Sources: CCCICOLOR - Institute for Colour Research; White, Jan V.,
Colour for Impact, Strathmore Press, April 1997

18. Colour in Branding and
Package Design:
• Campbell’s Soup have used
the colours black, blue, yellow,
gold, and finally red and white
• The red projects excitement
and is warm and eye catching at
point of sale
• The white assists with
projecting visual clarity and
purity.

19. Red and its meaning and
place in society
Positive: extrovert,
courage, strength warmth,
energy, stimulation,
sexuality, masculine,
excitement
Negative: defiance,
aggression, visual
impact, strain.

20. Red and its meaning and
place in society
Positive: extrovert,
courage, strength warmth,
energy, stimulation,
sexuality, masculine,
excitement
Negative: defiance,
aggression, visual
impact, strain.

21. Red and its meaning and
place in society
Positive: extrovert,
courage, strength warmth,
energy, stimulation,
sexuality, masculine,
excitement
Negative: defiance,
aggression, visual
impact, strain.

22. Red and its meaning and
place in society
Positive: extrovert,
courage, strength warmth,
energy, stimulation,
sexuality, masculine,
excitement
Negative: defiance,
aggression, visual
impact, strain.

23. Red and its meaning and
place in society
Positive: extrovert,
courage, strength warmth,
energy, stimulation,
sexuality, masculine,
excitement
Negative: defiance,
aggression, visual
impact, strain.

24. Red and its meaning and
place in society
Positive: extrovert,
courage, strength warmth,
energy, stimulation,
sexuality, masculine,
excitement
Negative: defiance,
aggression, visual
impact, strain.

25. Blue - Intellectual
Positive:
communication, trust
efficiency, serenity,
duty, logic, cool,
reflection, calm.
Negative: cold aloof,
lack of emotion,
unfriendly

26. Yellow - Emotional
Positive: Optimism,
confidence, selfesteem, extraversion,
emotional strength,
friendliness and
creativity.
Negative: Irrational,
fear emotional fragility,
depression, anxiety
and suicide

27. Green - Balance
Positive: harmony,
refreshing, universal,
love, restful,
environmental,
equilibrium, peace
Negative: boredom,
stagnate, blandness

28. Violet - Spiritual
Positive: spiritual,
aware, creative,
vision, luxury,
authenticity, truth,
quality.
Negative: decadence,
suppression, inferiority

29. Orange - Positive
Positive: physical
comfort, food,
warmth, security,
sensual, passion,
abundance, fun.
Negative:
deprivation,
frustration, frivolity,
immature

30. Pink - Tranquility
Positive: tranquil,
nurturing, warmth,
feminine, love,
sexuality, survival
of the species
Negative:
deprivation,
frustration, frivolity,
immature

31. Grey - Neutral, calm
Positive:
psychological
neutral, balance,
calm.
Negative: lack of
confidence,
dampness,
depression,
hibernation, lack
of energy.

32. Black
Positive:
sophisticated,
galmour security,
emotional safety,
efficiency, robust
Negative:
oppression,
coldness, menace,
heaviness, evil,
death.

33. Black
Positive:
sophisticated,
galmour security,
emotional safety,
efficiency, robust
Negative:
oppression,
coldness, menace,
heaviness, evil,
death.

34. White
Positive: clean,
pure, clarity,
simplicity,
sophistication,
wise, efficiency.
Negative: sterility,
coldness, barriers,
unfriendliness,
elitism.

35. White
Positive: clean,
pure, clarity,
simplicity,
sophistication,
wise, efficiency.
Negative: sterility,
coldness, barriers,
unfriendliness,
elitism.

36. Brown
Positive:
seriousness,
warmth, nature,
earthiness,
reliable, support
Negative: lack of
humour,
heaviness,
unsophisticated.

37. Brown
Positive:
seriousness,
warmth, nature,
earthiness,
reliable, support
Negative: lack of
humour,
heaviness,
unsophisticated.

39. Sources
http://www.bbc.co.uk/nature/habitats/
Tropical_and_subtropical_grasslands,_savannas,_and_shrublands#p00c2890
http://en.wikipedia.org/wiki/Evolutionary_aesthetics
http://thelogocompany.net/blog/infographics/psychology-color-logo-design/
http://www.brainpickings.org/index.php/2012/08/17/goethe-theory-of-colours/
http://blog.tshirt-factory.com/wp-content/uploads/2009/07/untitled-1.jpg
http://randy.whynacht.ca/archives/4192
SOURCES!