psychology color

The Psychology of Color in Graphic Design

The theme of how colors affect our emotions and the way we feel has always interested me. Depending on our cultural background or personal experiences, the same color could mean different things to different people. However, there is also a more basic relationship we have with colors regardless of our cultural or personal experiences. Here are some basics of the psychology of color:


RED: Action, Adventure, Adrenaline, Aggression, Blood, Danger, Energy, Emotion, Love, Passion, Strength


Red is an intense color. It can show conflicting emotions ranging from blood and war to love and passion. Usually, it is used in design as a way to attract the attention of the observer. It also commonly known to be able to increase blood pressure or cause hunger.


PINK: Appreciation, Delicacy, Feminity, Floral, Gratitude, Innocence, Romantic, Softness


Pink is feminine and tends to evoke feelings of innocence and delicacy. As suck, pink is also widely associated with awareness campaigns for breast cancer. In general. pink adds a feminine sheen to graphic designs and logos.


ORANGE: Dynamic, Creativity, Enthusiasm, Fun, Jovial, Energetic, Juvenile, Flexible


Orange may represent attributes of each of these colors. The orange is less intense than red, but still contains a lot of strength. It is more playful and youthful than red. It can be commonly found in logos that want to represent fun or stimulate emotions and even appetites. Dinamic and flexible color for itself.


YELLOW: Curiosity, Caution, Joy, Positivity, Sunny, Warm


Yellow can represent sunlight and happiness, and conversely caution and cowardice. Being bright and visible, it can usually be found in warning signs and other traffic signs. As such, it is a good color to attract attention and convey a sense of happiness and warmth.


GREEN: Environment, Harmony, Health, Healing, Freshness, Inexperience, Money, Nature, Renewal, TranquilF


Green represents life and ecology. It is considered a calm and relaxing color. However, it can also represent envy or lack of experience. Apart from being associated with initiatives and companies that are environmentally or ecologically friendly, green is also used to represent money and investment.


BLUE: Calm, Confidentiality, Dignity, Authority,  Consolidation,  Power, Loyalty, Success, Security, Trust


Although the color blue represents calm, it is also associated with images of authority, success and security. Most people will say that they like at least one shade of blue. It is probably the most popular color in logos design and can be viewed extensively in the government sectors, medicine, sea products and services.


PURPLE: Ceremonial, Fantasy, Justice, Costly, Mystery, Regal, Royal, Sophisticated, Spiritual, Nobel


It implies royalty, mystery, spirituality and sophistication. As it is a combination of red and blue, it has the properties of both: warm and cold. Purple can be found in many logos related to education and luxurious products, as well as spirituality.


BLACK: Authority, Classic, Conservative, Formal, Mysterious, Secret, Serious, Traditional


Black is, technically, the absence of color. It is powerful and combines authority, elegance and tradition. It can be found in many designs because of its weight, simplicity and sophistication.


 WHITE: Innocence, Peace, Purity, Refined, Immaculate, Sterile, Simplicity, Delivery, Honesty


White is the universal color of peace and purity. It can be commonly found in logos as negative texts. It also represents sacred, heavenly, spirituality.


So the next time you are choosing colors to add to your design, do bear in mind the psychology of color and how different colors and color combination may influence you people relate or perceive your ad.



Alberto Cabezas

Born in Caracas Venezuela, Visual communicator and graphic designer, I always give the most with passion and creativity! My abilities range from corporate identity, video post-production and web design. Illustrator. I have been a painter since I was a child and always had passion for the arts. I have worked as designer and Creative Leader for important companies like, Cubix, Latinamerica, 360 Strat and a variety of clients like Nestea, Reckitt Benckiser, PDVSA La Estancia, Ron Carupano, B&B Burguers and Beers, Multiphone, Solollama and others. I am currently freelancing as a Creative Leader and Designer for ReFUEL4 for Venezuela and Latin America.