BY CLAIRE COLLINS

How to Show Your True Colors with Color Psychology
Color psychology isn’t new. As far back as the ancient Egyptians, color has been used to intentionally convey meaning and express feelings. In ancient Egypt, blue was intended to soothe pain; orange was known to increase energy; and yellow was thought to purify. More recently, there have been numerous scientific studies about colors and their association with emotion. Researchers gauge how colors make us feel by measuring our blood pressure, heart rate, and even brain activity in response to our exposure to colors.

Another early revelation of color psychology came from the German poet, artist, and politician Johann Wolfgang von Goethe. In his book Theory of Colours, van Goethe wrote about the span of emotions and opinions he experienced when exposed to various colors. He described yellow as “the color nearest the light.” At the time, his ideas weren’t accepted by the scientific community, but since then, modern research has validated much of his work.

This foundation has provided marketers with the knowledge to leverage color psychology. In marketing, the use of certain colors can generate deeper personal connections and encourage audiences to take certain actions. Also, colors harbor a variety of rich cultural contexts and meanings that can be used to communicate messages to different audiences. While colors are often valued for their aesthetics, their psychological potential is extremely powerful.

A Peek into the Marketing World 

Studies show that up to 90% of an individual’s initial impression of a company or product is based on color. In addition to influencing consumer opinions, colors have also been proven to increase brand awareness by 80%. The following chart shows common (Western culture) color associations:

Your Guide to Mastering Color Psychology in B2B Marketing  

It’s clear that color has a large influence on marketing and design decisions, but understanding the numerous contextual factors that need to be considered when choosing the right colors for your business can be less clear. Here are some tips: