Mixing color, science and emotion can be a tricky game. And while science teaches packaging designers and consumers more every day, it also opens up more questions about how we see and feel color – and therefore which brands use certain colors to convey the essence of color. their brand.
If the data is correct, brands will continue to use color to appeal to their consumers’ desires, as well as conscious and unconscious affinities.
There are four primary psychological colors: red, blue, yellow, and green. They concern the body, mind and emotions respectively – and the balance between the three. The psychological properties of the eleven basic colors are as follows
· Positive: Physical, courage, strength, warmth, energy, excitement.
· Negative: Challenge, aggression, visual impact, tension.
Being the longest wavelength, red is a powerful color. Although it is not technically the most visible, it has the property of appearing closer than it is and therefore catches our attention first. Hence its effectiveness in traffic lights and stop signs universally. Its effect is physical; it stimulates us and raises the pulse, making it seem like time is passing faster than it is. It relates to the masculine principle and can activate the “fight or flight” instinct.
· Positive: Intelligence, confidence, efficiency, serenity, logic, reflection, calm.
· Negative: Coldness, distant, lack of emotion, antipathy.
Blue is the color of the spirit and is essentially calming; it affects us mentally, rather than the physical reaction we have to red. Strong blues will stimulate clear thinking, and lighter blues will calm the mind and promote focus. It’s serene and mentally calm. It is the color of clear communication. In research, blue becomes the world’s favorite color. However, he can be seen as cold, emotionless, and unfriendly.
· Positive: Optimism, confidence, self-esteem, friendliness, creativity.
· Negative: Irrationality, fear, emotional fragility, depression, anxiety.
The yellow wavelength is relatively long and stimulating. In this case, the stimulus is emotional, so yellow is the strongest color, psychologically. The good yellow will uplift our spirits and our self-esteem; it is the color of confidence and optimism. Too much of it, or the wrong tone compared to other tones, can cause fear and anxiety.
· Positive: Harmony, balance, love, comfort, balance, peace.
· Negative: Boredom, stagnation, blandness, nervousness.
Green strikes the eye in a way that does not require any adjustment and is therefore restful. Being at the center of the spectrum, it is the color of balance – a more important concept than many people realize. When the world around us contains a lot of green, it indicates the presence of water, so we are reassured by green, at a primitive level. Negatively, it can indicate stagnation and, if used incorrectly, will be perceived as being too bland.
· Positive: Spiritual awareness, vision, luxury, authenticity, truth, quality.
· Negative: Introversion, decadence, suppression, inferiority.
The shortest wavelength is purple, often described as purple. It brings consciousness to a higher level of thought, even in the realms of spiritual values. He is very introversive and encourages deep contemplation or meditation. He has associations with royalty and generally communicates in the best possible quality. Being the last visible wavelength before the ultraviolet ray, it is associated with time, space and the cosmos. Excessive use of purple can lead to too much introspection, and the wrong tone communicates something cheap and kitschy.
· Positive: Physical comfort, food, warmth, sensuality, passion.
· Negative: Deprivation, frustration, frivolity, immaturity.
Since it is a combination of red and yellow, orange is uplifting and the reaction is a combination of the physical and the emotional. It focuses our minds on matters of physical comfort – food, warmth, shelter, etc. – and sensuality. It’s a “fun” color. Negatively, he could focus on the exact opposite – deprivation. This is especially likely when warm orange is used with black. Likewise, too much orange suggests frivolity and a lack of serious intellectual values.
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