The Emotions Of Colour
Responses to colour vary depending on the culture and the age of a person. Here are some general responses to colour by Australian consumers and some logos that use those colours. Marketing and advertising experts point to benefits to understanding the emotions surrounding different colours and their uses. Let’s take a look at some of the more common colors and their traits.
Red is fiery, passionate and strong. It is seen as a young colour, energetic and attention grabbing. It has a sense of urgency to it. On the downside, it can be seen to be aggressive.
Purple is the colour of contrasts. On the one hand, it has an air of royalty and luxury. On the other, it is associated with spirituality, authenticity, creativity and wisdom. On the downside, it can be seen to be flaky.
Blue is the most popular colour for both genders. It is seen as trustworthy, intelligent, corporate, secure and logical. On the downside, it can be seen to be stuffy.
Green is shorthand for the environment, creativity and health (or brands wanting to be seen that way). Dark green is seen as wealthy and prestigious. On the downside, it can be seen to be “greenwashing.”
Yellow is another colour of contrasts due to its attention getting nature. On the one hand is triggers feeling of joy, friendliness, optimism and creativity. On the downside, it can be seen to be related to warnings and cheapness.
Orange is seen as a young, vibrant, friendly colour. It is seen as creative, innovative and enthusiastic. On the downside, it can be seen to be cheap and can be hard to reproduce in print.
Brown is seen as natural, earthy and simple. It is seen as utilitarian, serious, reliable, dependable and practical. On the downside, it can be seen to be dirty.
Black is the colour of sophistication, prestige, glamour and high value products. It is powerful, traditional and assertive. On the downside, it can be seen to be depressing.