The Influence of Color Psychology on Perception: What Vibe Do Different Colors Give Off?

Amna Rizvi 

1/11/25

Our association between colors and emotions is seen daily whether we realize it or not. From advertisements using certain colors to catch consumers' attention to associating certain subjects with colors, there are countless examples of how prevalent the connection is and what colors provoke certain emotions. 

According to Psychology Today,  humans start associating colors with emotions at three years old, such as yellow being joyful and blue being sad. The color red, in particular, is associated heavily with danger and threat because it is associated with firetrucks and stop signs at an early age (Skoler). Because of the negative emotion caused by red, “[r]esearchers have also discovered that 7-year-olds start to prefer the color blue over red” due to early ties with the color (Skoler). 

Warm and cool tones can also provoke certain emotions (Andy). While warm colors are associated with energy and warmth, cooler tones are associated with a sense of serenity and ease (Andy). Because of their contrasts, having a mix of warm and cool tones in visual pieces (such as photos and advertisements) appears more satisfactory to humans as they provoke a variety of emotions. According to Andy Psychology, “The interplay between warm and cool colors reflects the subtle yet profound ways in which colors shape our emotional experiences and influence our perceptions of the world.” Without realizing it, warm and cool colors are used on purpose by companies to change our outlook and perspective on it. For example, hospitals use lighter blue colors often because it calms patients, while fast food companies use bright colors to energize and influence customers to come into the store. 

Nature image with combinations of warm and cool tones

Another example of color psychology in daily life is through marketing and advertising. According to Science of People, color alone can “increase brand recognition by 80%” which shows how much of an impact it makes on our minds. For example, companies such as Heinz and Target have primarily bright red in their logo because it increases appetite and passion, and is proven to increase heart rate and urgency in customers (Braam). On the other hand, the color blue increases productivity and represents trust and security in a brand, which can attract customers laboriously. Blue is often used in finance companies such as Visa and American Express to appear more trustworthy and safe. Another popular color used in brands is black, such as in Louis Vuitton, Chanel, and many other high-end companies. The use of black comes off as classy and mysterious if used in moderation, but can look depressing and can turn off customers if too much is integrated (Braam). 

Hospital with blue tones to calm patients and create a tranquil environment

Many people do not realize the influence that color has on other people and situations. Similar to how companies use certain colors in their logos and branding to come off a certain way, even just wearing certain colored clothes and jewelry can similarly affect other people. Understanding color theory can be used greatly to someone's advantage, which can express intentions, personality, and persuade others to see you in a certain way. 

Works Cited

Andy. “The Psychology of Colors and Their Emotional Effects.” Andy Psychology, 6 Mar. 2024, andypsychology.com/the-psychology-of-colors-and-their-emotional-effects/. 

Skoler, Tricia. “Color Matters and Child Development.” Psychology Today, Sussex Publishers, 2020, www.psychologytoday.com/intl/blog/smart-baby/202009/color-matters-and-child-development. 

Mantell, Mike. “Color Psychology: How Color Affects Your Emotions and Why.” Science of People, 23 Oct. 2023, www.scienceofpeople.com/color-psychology/.

Braam, Hailey.  “The Psychology of Colors in Marketing and Branding.” Color Psychology, 23 May 2024, www.colorpsycholog