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This Chart is used with the permission of its author, Doug Jacobson, jacobson@pop.c-com.net. Visit Doug's site http://www.phoenix.net/~jacobson/  for information and some real inspiration.

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Psychological Implications of Color

Market researchers have done extensive studies exploring the emotional responses of people to color. Some of these responses seem to be powerful and fairly universal. However, much of this information is culturally biased. We know that cultural traditions endow colors with powerful meanings that can differ greatly from place to place. For example, in Europe and the United States, black is the color of mourning. In many tropical countries and in East Asia white is the color of death. On the other hand, white is the color worn by American brides, while brides in much of Asia wear red. If you would like to participate in a world-wide survey on color symbolism , try this link. Meanwhile, we know that the following associations are generally found to hold in Euro-American societies:

Red is associated with blood, and with feelings that are energetic, exciting, passionate or erotic. Most colors carry both positive and negative implications. The downside of red evokes aggressive feelings, suggesting anger or violence.

Orange is the color of flesh, or the friendly warmth of the hearth fire. The positive implications of this color suggest approachability, informality. The negative side might imply accessibility to the point of suggesting that anyone can approach-- a lack of discrimination or quality.

Yellow is the color of sunshine. This color is optimistic, upbeat, modern. The energy of yellow can become overwhelming. Therefore yellow is not a color that tends to dominate fashion for long periods of time.

Green In its positive mode, green suggests nature (plant life, forests), life, stability, restfulness, naturalness. On the other hand, green in some tones or certain contexts (such as green skin) might instead suggest decay (fungus, mold), toxicity, artificiality.

Blue suggests coolness, distance, spirituality, or perhaps reserved elegance. Some shade of blue is flattering to almost anyone. In its negative mode, we can think of the "blues"-the implication being one of sadness, passivity, alienation, or depression.

Violet is the color of fantasy, playfulness, impulsiveness, and dream states. In its negative mode, it can suggest nightmares, or madness.

Market research on color is also done to establish color trends. Color forecasting is accomplished by surveying consumer preferences and other indicators of changes in taste. Color forecasting firms then issue projections defining palettes of colors that can be expected to rise, fall, or maintain popularity in coming seasons. The design industries then develop their new lines with these projections in mind. Some major companies employ their own color forecasters to research and project color trends for their industry. On the whole, color trends change more rapidly for fashion than for interior design, probably because changes in home furnishings entail a more serious financial investment.

 

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