?ABSTRACT Color is the visual perceptual property corresponding in humans to the categories called red, green, blue, and others. Color derives from the spectrum of light (distribution of light power versus wavelength) interacting in the eye with the spectral sensitivities of the light receptors. Color categories and physical specifications of color are also associated with objects, materials, light sources, etc. , based on their physical properties such as light absorption, reflection, or emission spectra. By defining a color space, colors can be identified numerically by their coordinates.
Color can affect the psychological thinking of a person. It is called psychology of color. The psychology of color is based on the mental and emotional effects colors have on sighted people in all facets of life. There are some very subjective pieces to color psychology as well as some more accepted and proven elements. Keep in mind, that there will also be variations in interpretation, meaning, and perception between different cultures. This project was aimed to study the concept of color selection among women with respect to apparel. To understand the impact of color on Human psychology.
Examining the variables like Age, occupation, and marital status for understanding its influence on color preference by the women. To know the human behavior for various colors and their relativity to mood and emotion of a women. The study includes results from 200 women from 4 different Metropolitan cities such as Bangalore, Hyderabad, Kolkata and Delhi. Participant responded to survey through online communication, oral communication and written communication. Each color has many aspects. Some signify optimism while some make you feel low.
There are different kinds of energy associated with each and every one of them on both conscious and subconscious levels. There is no doubt in this fact that colors do play a vital role in effecting human sentiments. The color psychology has greatly helped to learn and understand the true meanings of colors and their impact on human moods and emotion that affect our lives. This work will help both the product developers and the sellers, and also to the customers other than protect to body, color changes the mood of a person and uplift their spirit is a good indication that helps in achieving good health, being happy and aving a good disposition helps in everyday living. INTRODUCTION There are many things in life we cannot avoid people, mathematics, gravity, money…. The list goes on. However, we often conveniently forget something we encounter every day. We see it everywhere, even when we stare blankly into space or try not to look at anything in particular. Interestingly, we can even see it when we close our eyes! If you haven’t already guessed, the answer is… ! Color is the element of art that is produced when light, striking an object, is reflected back to the eye.
There are 3 properties to color, First is Hue, which simply means the name we give to a color, Eg:- Red, Yellow, Blue Second property is intensity, which refers to the strength and vividness of the color. , Eg:- Royal blue, Dull blue, Vibrant blue. Third and final property of color is its value, meaning its lightness or darkness. The terms shade and tints are in reference to value changes in colors. Color plays such an important role in our lives; it has the ability to influence our feelings and emotions. Psychology is the science of the mind, human mind is the source of all thought and behavior.
Color psychology is the study of the effect that colors have on the moods, behavior and feeling of people. Color psychology and symbolism are very similar, but color psychology basically takes the effects of colors on us a step further. Color symbolism in anthropology and art refers to the use of colors as symbols or the attaching of certain connotations to different colors. Color psychology, however, investigates the effect of colors on our behavior and emotions. Color symbolism can be regarded as a basis for color psychology as the study often takes into consideration what colors mean to us or signify.
The emotion effects of color can be used to reduce the stress and increases the working efficiency by creating pleasance atmosphere. One of the easiest ways to understand color psychology is through clothing color. Blue is a color that belongs to a category of cool colors and is widely used and liked by many people no matter of what age. The color psychologists have agreed on the fact that blue is a color which leaves a wide reaching effect on human emotions. As it is a color of sky and oceans, it really brings a soothing effect on human nerves. It also stands for bringing peace and calm.
Not only this, blue is a color mostly known best for people with sleep problems. It stands for protection, friendship, truth and sensitivity. The color blue is so much popular and admired that many interior decorators also apply the color theme of blue to what they design. It is believed that this color creates a reflective and an intellectual atmosphere. Either it is about to cool down a hot sunny room or creating a comforting space, blue is exactly the color that is often used. This color leaves an impact leaving a feeling of “coolness” all around. The color red is often termed as an extremely powerful, warm color having a very deep impact.
We might have noticed that this vibrant color is often used in anything related with the sign of danger or warnings. It also signifies love, passion, ferocity and boldness. Psychologists have termed it as an exciting color that creates high levels of energy, strength, willpower and brilliance. Interior decorators use this red color in rooms where they feel like raising a high energy level. It is considered as a good choice in a place where you want to create an excitement. For instance in a living room or in dining rooms, this color is mostly used as it stimulates conversations and add an elegance to the overall ambiance of the room.
A pink color that is responsible for physical tranquility, femininity, warmth and love. The pink color is loved and admired by many because of the calmness which it provides. Not only it is comforting but also adds grace and classiness to a personality. Psychologist’s term pink as a color that gives rise to hopeful feelings and positivity. It is always associated with child’s innocence and sweetness. The interior decorators while designing some room with the color pink always keep the positive effects of this color in mind and combine it with other darker colors to add sophistication, healthy effect and strength to a room.
The color green is often associated with Nature and is referred to as a very calming color. Color psychologists term it as a color that pleases the senses. It is a source of refreshment, restoration and is known for bringing in the feeling of a balanced equilibrium. It is often advised for people to use this color as much as in their lives who suffer from stress and anxiety. It in fact, will not be wrong to say that this cool color stands for healing and revival. The interior designers often use this color in places where they need to add a much more relaxed atmosphere and also want to show prosperity and abundance.
For garden lovers, different shades of the green color are the best choices. Yellow is a color that has always been categorized as one of those which stimulates your emotions. It stands for optimism and develops the good feelings of self esteem and emotional strength. The psychologists conceive yellow as one of the strongest colors impacting human behavior so much so that it can trigger the effects like anger or depression. It can also give rise to the emotion of fear and anxiety. However yellow is a beautiful color that can lift our spirits also in a good way.
It is the color of the mind and intellect, often help bringing up new ideas and clarity of thoughts. Like Red, Yellow is a very prominent color and therefore it is always used at important places like pedestrians crossings. Often recognized as a glamorous color, black stands as an absorbing color that gathers up all the energy that comes your way. It stands for timelessness and style. Also it leaves an impact of seriousness and it is often associated with mourning and depression. However at the same time this olor is known for evoking emotions that can help people feel pure and open. Simplicity, purity and cleanliness are one of the most notable emotions that are associated with the color white. As the color black is often allied with absorption, the white color stands for reflection. It signifies sophistication and efficiency. White gives a feeling of protection, encouragement and promotes the sense of order and efficiency. The color white can also have some negative effects of coldness and unfriendliness. Too much white can create feelings of isolation and emptiness.
However the being pure effect of this color cannot be denied and that is the reason why we have seen the usage of this color in rooms where the effect of cleanliness and brightness is required. The color brown brings warmth and is natural and supportive. It helps develops a mood of seriousness and is a very solid color. Many people find it reliable as it gives a feel of emotional safety and material security. This color signifies quality and is often used in places which need to show a comfort and a loyal companionship. Psychologists are of the view that this color is practical, sensible and wholesome.
There are some shades of brown which show sophistication and elegance, hence strongly giving out a feel of reassurance. The color Gold stands for richness and prosperity. It is also a solid color and is mostly associated with the sign of health, endurance and cheerfulness in life. This color also represents prestige and is used to explain a certain high status. Gold is also linked with abundance and authority, wisdom and a deep understanding about things. This color fills you up with energy and inspires you. Not only this, the color gold is helpful in getting rid of fear and hesitation regarding certain ideas in your mind.
The interior decorators use the color gold in places where they want to show or enhance a certain level of energy and warmth. The golden picture frames to brass objects truly gives you a compassionate and revitalizing effect and appeals to the senses in a positive way. Like the color Gold, color psychologists have also termed the silver color as a symbol of prestige. It is often termed as a color which represents dignity and practicality of a person. It has been observed that people who like to wear silver color are modest, persistent and reliable by nature. Silver also stands for peace and calm.
Interior decorators use the color silver for highlighting a certain area or a point in a room. It adds a sleek, cool look to the room and enhances the overall calm effect of the ambiance. OBJECTIVES To study the concept of color selection among women with respect to apparel. To study and understand the impact of color on Human psychology. Examining the variables like Age, occupation, and marital status for understanding its influence on color preference by the women. To know the human behavior for various colors and their relativity to mood and emotion of a women.
REVIEW OF LITREATURE Colors may just seem simple and unimportant, but they affect our daily lives more than we may know. If someone is feeling angry, it could just be because they’re angry, or it could be perhaps that they are surrounded by or looking at the color red. That’s right! People’s moods can change just because they are looking at different colors! There are many theories on how just a simple color can change one’s whole mood. According to Johnson (2007), color does affect mood by producing certain chemicals and stimulating different feelings such as hunger.
For example, blue can make one feel calm because it releases calming chemicals, and red can make one hungry because it is an appetite stimulant. Yellow can make one feel irritated, and it is a fact that people lose their temper most in yellow rooms. However, pink is tranquilizing and can make one feel weak. In conclusion, Johnson says that depending on the color, one’s body can do things (like producing chemicals) that cause a certain emotional reaction (mad, sad, etc. ). Another idea, by Smith (2007), is that the effect color produces is based on what one’s body does in response.
For example, yellow is mentally stimulating, and activates memory, whereas red increases confidence. Also, brown can make a person feel orderly and stable, while a dark blue can make one feel sad. Therefore, Smith says that different colors do in fact change one’s mood and the consequences can be negative or positive. A third writer, Wollard, (2000) seems to think that color can affect one’s mood, but the effect also can depend on one’s culture and what one’s personal reflection may be. For example, someone from Japan may not associate red with anger, as people from the U. S. tend to do.
Also, a person who likes the color brown may associate brown with happiness. However, Wollard does think that colors can make everyone feel the same, or close to the same, mood. According to Wollard, pink reduces aggression, which is why the walls of the jail cells in the Seattle prison are pink! Also, brown can make one feel comforted. Wollard feels that colors do affect one’s mood, but there are other factors that can alter what one is supposed to feel. Eric, John, and Paraag’s (2007) main point about color psychology is that color has both a physiological and psychological effect.
For example, green makes people feel relaxed because it relaxes their muscles and makes them breathe deeper and more slowly. Furthermore, blue lowers blood pressure, which makes one feel calm. Eric, John, and Paraag conclude that color affects one’s mood because of what it does to the body. Yet another idea, by Airey (2006), is that color is energy, and it can have a physical, mental, spiritual, and/or emotional affect on people. He states that black can make one feel sophisticated and secure, but it can also make one feel depressed. Also brown can make a person feel reliable and serious, while yellow lifts self-esteem.
Therefore, Airey concludes that different colors can have different kinds of affects on people. Rikard Kuller (1976) conducted a study on the effects of color in two opposite environments. Six men and six women were asked to stay in two rooms, one room was colorful and complex; while the other was gray and sterile. Electroencephalogram (EEG) and pulse rates were recorded throughout the period, as well as the individuals’ subjective emotional feelings. The results showed heart rates were faster in the gray room than in the colorful room. Moreover, men were found to have stress reactions more than women.
Men also became more bored than did the women in the gray room. Kuller concluded that men could not achieve the same degree of mental relaxation as women. Guilford and Smith (1959) found men were generally more tolerant toward achromatic colors than women. They say, women might be more color- conscious and their color tastes more flexible and diverse. Dr. Swminath Gopal Rao, Psychiatry at Chord road hospital pvt ltd, Basaveshwara Nagar. They says, The ability to distinguish between range of colors is made possible by a protein called “Opsin”.
Opsin separates the pigments on the color wavelengths that passes through the cones or photoreceptors present in the eye in order to distinguish one from the other. The human capacity to distinguish between colors is a result of millions of years of evolution brought on by factors like adaptation to habitat, to way of life and the combined perception of each generation in order to protect themselves from danger as well as make decisions regarding their surroundings and survival. There are animals which became Monochromats because they became accustomed to nocturnal life.
Others became Dichromats, only capable of distinguishing particular color ranges that might suggest danger, while others, including man became a Trichromat. Trichromats are capable of distinguishing a wider range of colors than the former two, however still limited compared to Tetrachromats like some species of fish and birds capable of seeing even the ultra violet range of light. Dr. Veena Chakravarthy, Neuropsychologist & Counselor. They says colors has physiological impact on human body as they explains, Red is increase blood pressure and stimulate the adrenal glands.
Orange stimulus the sexual organs. Also, beneficial to the digestive system. Yellow stimulate the brain. This stimulation can make person more alert and decisive. Green is good for heart. On a physical and emotional, green helps heart bringing physical equilibrium and relaxation. Blue to lower blood pressure. Blue linked to the throat and thyroid gland. Deep blue stimulates the pituitary gland, which then regulates our sleep patterns. This deeper blue also has proved to help the skeletal structure in keeping bone marrow healthy. Purple color suppresses hunger and balances the body’s metabolism.
A lighter purple, has been used by doctors as an anesthesia in minor operations because its narcotic (numbing agent) qualities. The Color White The meaning of the color white is purity, innocence, wholeness and completion White is color at its most complete and pure, the color of perfection. The color meaning of white is purity, innocence, wholeness and completion. In color psychology white is the color of new beginnings, wiping the slate clean, so to speak. It is the blank canvas waiting to be written upon. While white isn’t stimulating to the senses, it opens the way for the creation of anything the mind can conceive.
White contains an equal balance of all the colors of the spectrum, representing both the positive and negative aspects of all colors. Its basic feature is equality, implying fairness and impartiality, neutrality and independence. It is interesting to note that babies come into the world with a perfect balance of white, ready to imprint their lives with all the colors of the spectrum (hopefully! ) from all their life experiences. White is totally reflective, awakening openness, growth and creativity. People can’t hide behind it as it amplifies everything in its way.
The color white is cleanliness personified the ultimate in purity!! This is why it is traditionally worn by western brides, and the reason why doctors wear white jackets. White is a color of protection and encouragement, offering a sense of peace and calm, comfort and hope, helping alleviate emotional upsets. It creates a sense of order and efficiency, a great help if people need to deciliter your life. White offers an inner cleansing and purifying of your thoughts, emotions and, ultimately, your spirit, refreshing and strengthening your entire energy system.
While there are very few negative connotations to white, particularly in western culture, too much white can be cold, isolating and empty. It implies a feeling of sterility, detachment and disinterest, providing little stimulation for the senses. In other cultures it is traditionally related to death and mourning. In these cultures death usually means the end of one life and the beginning of another, moving forward to a new life, so the color psychology meaning of new beginnings still holds.
White may indicate the completion of a cycle in your life – people may find people have a desire for white clothing or white in your surroundings at a time when people are moving in a new direction in your life – for example, planning an overseas trip for the first time, or moving house after a long time in one place, or in seeking a new relationship or a new career direction. Many people use white as a recall of their youth and innocence. It reminds them of a time when their lives were easier and less complicated.
White is used in many medical practices such as dental surgeries and doctors’ rooms as an indication of cleanliness and efficiency; however it also can give the feeling of sterility and coldness of emotions and may lead patients to think the doctor or dentist won’t relate to them on an emotional and personal level. It can be too clinical and sterile. Too much white can cause feelings of isolation and emptiness; it can be too pristine and immaculate, making people feel as though people can’t make a move for fear of upsetting it or creating a mess. Positive and Negative Traits of the Color White
Positive keywords include: innocence, purity, cleanliness, equality, complete and whole, simplicity, immaculate and neat, self-sufficient, pristine and open, new beginnings. Negative keywords include: sterile, stark, fastidious, empty, isolated, cautious, critical and boring. The Color White Represents: Innocence and purity: White is the beginning of everything, before anything is muddied or thinking is ‘colored’. New beginnings: White represents the clean slate, helping us through times of stress, and allowing us put the past behind us and preparing us to move on.
Equality and unity: White represents the positive as well as the negative aspects of all colors. It contains an equal balance of all the colors of the spectrum. Effects of White: Impartial: White suggests fairness and neutrality because of the balance and equality of all the colors contained within it. Rescuer: White rescues us from the dark. It is the white knight, rescuing the damsel in distress. Futuristic: Symbolizing a clean slate, we can envisage anything with white. Efficient: White is clean and clinical, giving an impression of efficiency and organization. Personality Color White
While people may not exhibit all the character traits of a personality color white as listed here, if white is your favorite color people will find yourself somewhere in the description. People may also find people exhibit some of the negative traits, particularly when people are stressed. Note: Rarely is the personality color white a favorite color from childhood – a favorite color white tends to become a favorite at a time when people are going through a transitional period in your life, preparing for new beginnings or seeking a new direction in one or more areas of your life.
The following descriptions will apply to both those who love white and those going through a transitional time, although the latter may be a temporary display of the following qualities until the transitional period has passed. This transitional time may last for weeks or years. Having a personality color white means people are neat and immaculate in your appearance, in the presentation of your home and in your car, almost to the point of being fanatical. People have impeccable standards of cleanliness and hygiene and people expect others to adhere to your high standards.
People are far-sighted, with a positive and optimistic nature. People are well-balanced, sensible, discreet and wise. People are cautious, practical and careful with money. People think carefully before acting – people are definitely not prone to impulsive behavior. People tend to have a great deal of self control. People are confident, poised and self-assured when at your most positive, but can also be very choosy and fastidious when the mood strikes. People can be very critical of yourself and others (in your need for perfection) – but people try to be fair and impartial as well.
People are self-sufficient and a loner – people don’t want or need help from anyone. However, people may also experience times of loneliness because of this trait. People may be wishing to create simplicity in your life – perhaps a wish to re-create their childhood, lost youth and happier times in their past life. People can be quite sexually prudish with their need for self-control and perfection. People hide their flaws from others to give an impression of perfection. People may appear to be shy, but people do have strong beliefs about most things and love the opportunity to air those beliefs.
The challenge for people is to be open-minded and flexible and to communicate their needs and desires. If people dislike white people: White is too sterile for people – people need more color in their life. People are easy going and relaxed – not fussy and particular. People are spontaneous and impulsive and white is too self controlled for their. People need lots of interesting things going on in their life – the simple life is too boring for them. People are not concerned with order and perfection in their own life – a little dust on the shelves is okay with people. People take life as they find it and make the most of what they have.
White in Business In using the color white in business applications people need to understand the traits, qualities and mood of the color along with the psychological meaning. The messages the color sends to your customer base can have a major impact on your business success. In color psychology white is the color of new beginnings, wiping the slate clean, so to speak. It is the blank canvas waiting to be written upon. While white isn’t stimulating to the senses, it opens the way for the creation of anything the mind can conceive. Physiologically, white is calming as it creates simplicity, organization and efficiency out of chaos.
It clears the way forward. White’s basic feature is equality, implying fairness and impartiality, neutrality and independence. It is a reassuring color which helps to create order and proficiency. White amplifies everything in its way and too much of it can give an impression of sterility, coldness, disinterest and detachment. White is useful in businesses where cleanliness is imperative, such as dental surgeries and medical centers, but these businesses need some green or pink to assist in healing and to create a calm and caring atmosphere for patients.
Keywords for White: Positive Color Meanings in Business: Innocence, purity, cleanliness, equality, complete and whole, simplicity, immaculate and neat, self-sufficient, pristine and open, new beginnings. Negative Color Meanings in Business: Sterile, stark, fastidious, empty, isolated, cautious, critical and boring. Using White in Business White is probably the best color to use as the background color for websites. It allows all other colors to reflect from it and makes all colors except yellow and pastels to be very readable.
Using white for negative space on your website makes it look clean, open and uncluttered. With its suggestion of simplicity, cleanliness and safety, white works well for businesses promoting hi-tech products, kitchen appliances, bathroom items, infant and health related products and those promoting order and efficiency. Depending on the business, it is advantageous to add other appropriate colors which will reflect the individuality of the business as, on its own, white is sterile and cold. THE COLOR BLACK The meaning of the color black is mystery and protection
Black is the color of the hidden, the secretive and the unknown, creating an air of mystery. It keeps things bottled up inside, hidden from the world. In color psychology the meaning of the color black is protection from external emotional stress. It creates a barrier between itself and the outside world, providing comfort while protecting its emotions and feelings, and hiding its vulnerabilities, insecurities and lack of self confidence. Black are the absorption of all color and the absence of light. Black hides, while white brings to light. What black covers, white uncovers.
We all use black at various times to hide from the world around us in one way or another. Some of us use it to hide our weight; others among us use it to hide our feelings, our fears or our insecurities. In color psychology, black means power and control, hanging on to information and things rather than giving out to others. Black is intimidating, unfriendly and unapproachable because of the power it exudes. It can prevent two-way communication because of its intimidation. The salesman wearing all black will make a lot of sales, but no friends! It radiates authority, but creates fear in the process.
Black implies self-control and discipline, independence and a strong will, and giving an impression of authority and power. Black absorbs negative energy. It is useful to carry something black with people to protect people from harm and negativity when traveling or when going about your usual daily activities outside your home. People who like black may be conventional, conservative and serious, or they may think of themselves as being sophisticated or very dignified. The color black is often seen as a color of sophistication, as in ‘the little black dress’, or ‘the black tie event’.
Affluent and success orientated women often choose black as it can give an impression of elegance, sophistication and confidence. Black is often associated with sexiness and seduction, as in the temptress in sexy black lingerie creating an air of mystery and intrigue. It can also imply submission to another (including a sexual partner), similar to the priest wearing black robes in submission to God. Black is the end, but the end always implies a new beginning. When the light appears, black becomes white, the color of new beginnings.
Teenagers often have a psychological need to wear black during the stage of transition from the innocence of childhood to the sophistication of adulthood. It signifies the ending of one part of their life and the beginning of another, allowing them to hide from the world while they discover their own unique identity. It is important they go through this stage but a worry when it continues on into adult years if they continue to wear black to the exclusion of other colors. Too much black can cause depression and mood swings and create a negative environment.
Combined with white only, it can create an argumentative atmosphere. It is best to use some color with black to lighten and brighten its energy. Positive and Negative Traits Positive keywords include protection and comfort, strong, contained, formal, sophisticated, seductive, mysterious, endings & beginnings. Negative keywords include aloof, depressing and pessimistic, secretive and withholding, conservative and serious, power & control, sadness and negativity. The Color Black Represents Mystery: Black is the unknown. It is secretive, keeping a lot buried inside, unwilling to show its real feelings.
Power and Control: Black is power and control of the self and others. It creates fear and intimidation. Effects of the Color Black Formal, dignified and sophisticated: As in the little black dress and the formal dinner suit. Aloof: Black sets itself aside from others with its heavy and intense energy. It keeps others at arm’s length. Depressing: Black can close us to the positive aspects of life, forcing us to look at our disappointments and the black or negative aspects of our life. It can create a fear of the future. Pessimistic: Too much black encourages us to look at the negative side of life.
Personality Color Black While people may not exhibit all the character traits of a personality color black as listed here, if black is your favorite color people will find yourself somewhere in the description. People may also find people exhibit some of the negative traits, particularly when people are stressed. Having a personality color black means that prestige and power are important to people. People are independent, strong-willed and determined and like to be in control of yourself and situations. As a lover of black people may be conservative and conventional – black is restricting and contained.
People may be too serious for your own good – bring some color into your life to lighten people up – life should be fun. People may appear intimidating to even your closest colleagues and friends, with an authoritarian, demanding and dictatorial attitude. As a personality color black, people are non-emotional and give the appearance of a dignified and sophisticated person who is in total control – this is often a front as people may feel quite insecure in the company of sophisticated and cultured VIP’s and upper class people.
People like to keep people at a distance, guarding your emotions and creating an impenetrable barrier between yourself and others. People may be looking for protection from any negativity that surrounds people. People may wish to create an aura of mystery and intrigue, as in the sexy black negligee. People may be going through a stage of self-denial, not allowing pleasure and joy into your life. People hold things inside and are not good at sharing yourself with others, possibly out of fear. People are methodical in your work, making sure everything is completed as required, down to the last detail.
It may be a color of comfort to people, allowing people to retreat and hide from the real world. People may be a teenager or young adult hiding behind black while searching for your own identity or you own true colors. People may be rebelling against society or your family. People may have lost sight of your direction in life and are going through a very negative phase. People may be suppressing you own desires and aspirations. People may be retreating behind black during a difficult time in your life such as a serious illness or a period of grief – black protects, allowing for a deep inner healing without interference from others.
If people dislike black: People are a light-hearted and easy going person – not so serious, conservative and formal. People may feel that it is a depressing color, especially if people have a happy, extroverted and optimistic outlook on life. People are not into power and control – people have a gentle disposition and black is too intimidating for people. People are practical and down-to-earth and don’t wish to be seen as overly sophisticated. People may have a fear of the dark from your childhood that people can’t shift.
People may have been dominated and intimidated during your early years and black brings back those feelings. Black in Business In using the color black in business applications people need to understand the traits, qualities and mood of the color along with the psychological meaning. The messages the color sends to your customer base can have a major impact on your business success. Psychologically black means authority, power and control. In many situations it can be intimidating, unfriendly and unapproachable.
Alternatively, it can be seen as sophisticated, dignified and serious. Physiologically, it is intimidating and controlling, although its power can instill confidence in some. Black creates an air of mystery and secrecy. Sometimes people hide behind its unapproachable facade. In very small amounts it can add strength and confidence without becoming overpowering. Black is favored by the youth market aged approximately 16 to 25, who are still trying to find their own sense of identity and place in this world. Those who are achievement oriented and ambitious also favor black.
Black board with printing in any of the jewel colors of red, emerald green, magenta, or bright blue, or gold, silver or white will create a dramatic impression. Black packaging can make an item appear expensive and heavier. Keywords for Black: Positive Color Meanings in Business: Authority, power, control, protection and comfort, strong, contained formal, sophisticated, seductive, mysterious, endings & beginnings. Negative Color Meanings in Business: Aloof, depressing and pessimistic, secretive and withholding, conservative and serious, power & control, sadness and negativity
Using Black in Business Black is beneficial for businesses selling luxury, elegance and sophistication. These types of businesses include those selling high quality professional products and luxury goods, and up market car companies. Black packaging makes an item seem heavier and more expensive and of higher perceived value. It creates a classy and elegant impression. Using black for selling and marketing products and services to the high end youth market, including music related businesses, is seen as cutting edge and trendy.
The youth market tends to be attracted to black with its sophistication and rebelliousness. Black can be used to create a dramatic effect when combined with bright, rich, jewel colors such as red, emerald, cobalt, yellow, magenta and orange. However, in general, using too much black can be intimidating and unfriendly – think of the salesman with the black suit and tie or the black shirt and pants. THE COLOR RED The color red is the color of energy, passion and action The color red is a warm and positive color associated with our most physical needs and our will to survive.
It exudes a strong and powerful masculine energy. Red is energizing. It excites the emotions and motivates us to take action. It signifies a pioneering spirit and leadership qualities, promoting ambition and determination. It is also strong-willed and can give confidence to those who are shy or lacking in will power. Being the color of physical movement, the color red awakens our physical life force. It is the color of sexuality and can stimulate deeper and more intimate passions in us, such as love and sex on the positive side or revenge and anger on the negative.
It is often used to express love, as in Valentine’s Day, however it relates more to sexuality and lust, rather than love – love is expressed with pink. At its most positive it can create life with its sexual energy, or use its negative expression of anger and aggression to fuel war and destruction. The color red can stimulate the appetite, often being used in restaurants for this purpose. It also increases craving for food and other stimuli. Being surrounded by too much of the color red can cause us to become irritated, agitated and ultimately angry.
Too little and we become cautious, manipulative and fearful. In Eastern cultures such as China red is the color for good luck. Although times are changing and many Chinese brides now wear white, it is traditionally the color for weddings. In Indian culture it symbolizes purity and is often used in their wedding gowns. Positive and Negative Traits Positive keywords include: action, energy and speed, attention-getting, assertive and confident, energizing, stimulating, exciting, powerful, passionate, stimulating and driven, courageous and strong, spontaneous and determined.
Negative keywords include: aggressive and domineering, over-bearing, tiring, angry and quick-tempered, ruthless, fearful and intolerant, rebellious and obstinate, resentful, violent and brutal. Red Represents: Energy: it boosts our physical energy levels, increases our heart rate and blood pressure and prompts the release of adrenalin. Action: it is fast moving and promotes a need for action and movement. Desire: it relates to physical desire in all its forms- sexual, appetite, cravings. Passion: it means a passionate belief in an issue or undertaking, including passionate love or passionate hate. Anger is negative passion.
Effects of Red: Stimulating: to the physical senses- the sexual and physical appetite. It stimulates the deeper passions within us, such as sex, love, courage, hatred or revenge. If people have a flagging sex life and would like to introduce more passion into it, introduce some red into the bedroom – the more red, the more passion, but don’t overdo it or it will have the opposite effect. Exciting and Motivating: it excites our emotions and inspires us to take action. Attention-getting: it demands people to take notice, alerting people to danger. This is why we have red traffic lights and stop signs it is the universal color for danger.
Assertive and Aggressive: drivers of red cars should take note! A small survey I did a few years ago showed that drivers of red cars, including females, said they felt quite aggressive behind the wheel of their red car. Variations of Red Maroon: a dark bluish red, it denotes controlled and more thoughtful action. It is slightly softer than burgundy and not as dramatic as true red. Burgundy: a dark purplish red, it is more sophisticated and serious and less energetic than true red. It indicates controlled power, determined ambition and dignified action and is often favored by the wealthy.
Crimson: has a little blue in it. It indicates a determination to succeed but without upsetting anyone else. It emits sensuality rather than sexuality. Scarlet: has a little orange mixed with it, giving it a richness and brightness. It indicates enthusiasm and a love of life. It is a little less intense and more fun-loving than true red, tempered with a degree of defiance. Personality Color Red While people may not exhibit all the character traits of a personality color red as listed here, if people love red people will find them self somewhere in the description.
People may also find they exhibit some of the negative traits, particularly when people are stressed. Having a personality color red identifies people as extroverted and optimistic, courageous and confident. People are action oriented and physically active – sex is a necessity to people – people have strong survival instincts. With a favorite color red, people like to be the center of attention – in fact all reds crave attention – other people are drawn to the vitality and sense of excitement people emit.
As a personality color red, people are stimulating to be with and people radiate a great deal of energy. People are ambitious and competitive and like to be the winner – people are achievement orientated and second place is not good enough for people. With people it is all or nothing. People usually gain the respect of others quite easily with your practical and grounded attitude and ability to set boundaries. Lovers of red are the explorers and pioneers of the world, the entrepreneurs and builders who like to be first in discovering new physical realms.
If people favor the personality color red people have a passion and enthusiasm for life and are not afraid to pursue your dreams and goals. People are impulsive – people should count to 10 before reacting to situations as it is in these situations that their anger and aggression often appears. People are always in a hurry, wanting to do everything right now. Patience is not one of their strong points. People do not procrastinate – people never put off until tomorrow what they can do today. People are a hard worker and people enjoy physical labor and working with their hands.
Red people can be aggressive and easy to anger, often exhibiting a violent temper – this is negative passion and energy. People flare up instantaneously but calm down quite quickly once people get it out of their system and then forget it ever happened – they do not hold a grudge. Lovers of red are probably not particularly spiritual or religious – however if people do participate in religious activities it is the physical customs and rituals that people are drawn to, the singing, Communion and other rituals, organizing the church fete and other fundraising activities, the physical part of being there.
Red people like to take care of the nuts and bolts, the nitty-gritty, the practical aspects and physical preparation of organizing an event. People have a strong need for power and control which is connected to their basic survival instincts. People can be somewhat of a know-it-all, not wanting to appear unintelligent or ignorant. People are a good worker, although not necessarily a good boss – they aggressive nature doesn’t serve people well in management positions. Because they are action orientated people are good t meeting deadlines and getting the job done at the right time. People can be quite determined when they want something, but tend to have a short attention span, moving on to the next best thing when they quickly get bored with the previous one – people want it all and they want it now! With a personality color red people may have an over active ego and appear over confident with a super inflated sense of their own worth. If People Dislike Red: People may be under stress at the moment and having trouble coping with the passion, excitement and high energy that red generates.
People may want more excitement, energy and passion in their life but are afraid, for some reason, or lack the self-confidence, to get involved and open them self to the possibilities red can bring to people. People may be overtired or ill and need calm and relaxation rather than red’s high energy around people. People may find anger a difficult emotion to handle. People may have suffered rejection or defeat at an early age and don’t believe they can ever win. Red in Business In using red in business, people need to understand the traits, qualities and mood of the color.
To begin with, red is a warm and positive color, a very physical color which draws attention to it and calls for action to be taken. In color psychology red means energy, passion, action, strength and excitement. It stimulates the physical senses such as the appetite, lust and sexual passion. Although it is often used to express love, it really relates more to sexual passion and lust whereas pink relates more to romantic love. Red represents masculine energy, whereas its softer version, pink, is associated with feminine energy.
A universal sign of danger and warning, this is a color that can also show and create aggressiveness and anger, particularly if used to excess in the wrong applications. Physiologically, it stimulates and energizes the physical body, including the nerves and the circulation of blood, raising blood pressure and heart rate. It is stimulating to the appetite and therefore a great color to use for any product associated with food and its service, including restaurants and take-away businesses. It excites and motivates but in excess it can cause anxiety and tiredness. It also has negative connotations associated with blood, war and violence.
The color which most complements and balances red is turquoise, although green or blue will also create balance. Key Words for Red: Positive Meanings in Business: Action, Power, Energy, Speed, Passion, Desire, Lust, Strength, Courage, Attention-Getting, Motivating, Stimulating, Energizing, Driven And Determined, Exciting, Warm, Spontaneous, Assertive And Confident Negative Meanings in Business: Aggression And Anger, Domineering, Over-Bearing And Tiring, Quick-Tempered, Ruthless, Fearful And Intolerant, Rebellious And Obstinate, Resentful, Violent And Brutal. Using Red in Business
In business, the color red will always elicit a passionate response but the response may be either positive or negative and people may have no control over this response as it will be in the hands of their potential customer. This is a color which encourages buyers to take action and make a purchase. For example, it could be used to tempt an impulse buy at the purchase counter in their store, as footprints or arrows directing people around their store or to their cash register, or for a ‘buy now’ button on a website. A touch of red can be used as one of the colors on your website to indicate your energy and passion for your business.
In larger amounts it is effective in the promotion of products or services related to food and appetite, energy, passion or speed. Often used as a warning sign, it is best used as an accent color as too much red can overwhelm. THE COLOR GREEN The color green is the color of balance, harmony and growth The color green is the color of balance and harmony. From a color psychology perspective, it is the great balancer of the heart and the emotions, creating equilibrium between the head and the heart. From a meaning of colors perspective, green is also the color of growth, the color of spring, of renewal and rebirth.
It renews and restores depleted energy. It is the sanctuary away from the stresses of modern living, restoring us back to a sense of well being. This is why there is so much of this relaxing color on the earth, and why we need to keep it that way. Green is an emotionally positive color, giving us the ability to love and nurture ourselves and others unconditionally. A natural peacemaker, it must avoid the tendency to become a martyr. Green loves to observe. It relates to the counselor, the good listener, the social worker. It loves to contribute to society. It is the charity worker, the good parent and the helpful neighbor.
Being a combination of yellow and blue, the color green encompasses the mental clarity and optimism of yellow with the emotional calm and insight of blue, inspiring hope and a generosity of spirit not available from other colors. This is a color that has a strong sense of right or wrong, inviting good judgment. It sees both sides of the equation, weighs them up, and then usually takes the moral stand in making appropriate decisions. On the negative side, it can be judgmental and over-cautious. Green promotes a love of nature, and a love of family, friends, pets and the home.
It is the color of the garden lover, the home lover and the good host. It is generous and loves to share, but it also looks for recognition. It is friendly and can keep confidences. This color relates to stability and endurance, giving us persistence and the strength to cope with adversity. Green is the color of prosperity and abundance, of finance and material wealth. It relates to the business world, to real estate and property. Prosperity gives a feeling of safety to green. On the negative, the color green can be possessive and materialistic, with a need to own people and things. Positive and Negative Traits
Positive keywords include: growth and vitality, renewal and restoration, self-reliance, reliability and dependability, being tactful, emotionally balanced and calm, nature lover and family oriented, practical and down to earth, sympathetic, compassionate and nurturing, generous, kind and loyal with a high moral sense, adaptable, encourages ‘social joining’ of clubs and other groups, a need to belong. Negative keywords include: being possessive and materialistic, indifferent and over-cautious, envious, selfish, greedy and miserly, devious with money, inconsiderate, a hypochondriac and a do-gooder. Green Represents:
Harmony and balance: Green is the great balancer of our mental, emotional and physical energies which is why there is so much green on our planet. Green is the heart centre of the body. Growth: As in nature, green leaves are an indication the plant is still growing. Hope: Green is the anticipation of things to come. Effects of Green: Rejuvenating: The color green revitalizes us when we are physically, mentally or emotionally exhausted. Nurturing: Because of its link with the heart, green urges us to nurture others. Green is also nurturing to us – another reason why it is the most predominant color on earth.
Dependable, agreeable and diplomatic: The color green helps us to see situations clearly from all sides. Possessiveness: Green is a color that encourages us to want to own things and people, to collect and possess. Green encourages materialism. Envy: Green with envy’ is a common phrase and a negative reaction to the color green. Variations of the Color Green Pale green: As the color of new growth on plants, it indicates immaturity, youthfulness and inexperience. It allows us to see things from a new perspective, to make a fresh start.
Emerald green: This is an inspiring and uplifting color suggesting abundance and wealth in all its forms, from material wellbeing, to emotional wellbeing to creative ideas. Jade green: The color of trust and confidentiality, tact and diplomacy, jade green indicates a generosity of spirit, giving without expecting anything in return. It increases worldly wisdom and understanding, assisting in the search for enlightenment. Lime green: Lime green inspires youthfulness, naivety and playfulness; it is liked the most by younger people. It creates a feeling of anticipation, and helps to clear the mind of negativity.
Dark green: There is a degree of resentment in dark green. Often used by wealthy businessmen, ambitious and always striving for more wealth, dark green signifies greed and selfish desire. Aqua: Aqua calms the spirit, offering protection and healing for the emotions. Olive green: Although the traditional color for peace, ‘offering an olive branch’, the color olive suggests deceit and treachery, blaming others for its problems. However there is also a strength of character with it that can overcome adversity to develop an understanding and caring of the feelings of others.
Yellow green: This color green suggests cowardice, conflict and fear. Grass green: Grass green is the color of money. It is self-confident and secure, natural and healthy, occurring in abundance in nature. Personality Color Green While person may not exhibit all the character traits of a personality color green as listed here, if your favorite color is green you will find yourself somewhere in the description. You may also find you exhibit some of the negative traits, particularly when you are stressed. With a personality color green you are a practical, down-to-earth person with a love of nature.
You are stable and well balanced or are striving for balance – in seeking this balance; you can at times become unsettled and anxious. Having a personality color green means you are kind, generous and compassionate – good to have around during a crisis as you remain calm and take control of the situation until it is resolved. You are caring and nurturing to others – however you must be careful not to neglect your own needs while giving to others. You are intelligent and love to learn – you are quick to understand new concepts.
With a personality color green you have a great need to love and to be loved and you tend to wear your heart on your sleeve- you are an open book who doesn’t hide his/her feelings. You have a need to belong – greens are the joiners of social groups – you are at home in any social situation as you are gracious and well-mannered, knowing just the right things to say and do. You are a good citizen and like to be involved in community groups. You have high moral standards and doing the right thing is important to you. You like to be accepted, appreciated and admired for the good you do in the community as well as in your family life.
You are a loyal friend and a faithful partner, gentle but not passionate. It is difficult for you to feel great passion as your need is for balance and peace, not action. You are strong-willed and do not like to be told what to do by others. You do like to win arguments and do not concede defeat easily. You can have a tendency to gossip, which is connected to your need to belong. You love food and find it hard to lose weight. With a personality color green you are not a risk-taker and not action orientated, rather more of an observer. You love to sit in a cafe and watch the world go by.
You are business orientated and love to work in your own business. Money is important to you but you are generous. Detail bores you. You process information quickly and prefer to develop an idea, organize a plan and then delegate the rest to someone else. Ideas flow quite easily but you are not good at executing them. You accumulate possessions but they are usually of high quality and high price. You make an excellent counselor, psychologist, social worker as you are a good listener and can view others problems with empathy, clarity and a balanced analysis, seeing both sides while showing respect and caring.
The ability to put yourself in the shoes of others is one of your true talents, but you need to be careful you don’t become so involved in others lives that you become a martyr. You have to be careful not to become complacent and self-righteous, forgetting about your own dreams and goals. Greens are generally frank, community-minded people, fairly sociable but preferring peace at any price. You can be too self-effacing, modest and patient, and run the risk of being exploited by others. You may appear to be innocent and naive but you are actually quite streetwise and astute – you read others well, but often keep it to yourself.
A negative side to the green personality is a tendency towards envy and jealousy. If you dislike green: You are not a social ‘joiner’, do not like to do things the way the majority does, not particularly a nature lover, You may be a loner preferring to keep to yourself than mixing with crowds. Green in Business In using green in business, people need to understand the traits, qualities and mood of the color. Green is a color of growth and vitality, associated with new life and renewal. Psychologically it relates to balance and harmony of the mind, the body and the emotions. It assists in decision making by elping us to see all sides clearly. Physiologically, it balances people’s emotions, creating a sense of calm. Green is associated with nature, health and healing, and the environment, creating a sense of compassion and nurturing for all. It encourages generosity, kindness and sympathy. Darker greens relate to money, wealth and prestige, while lighter greens relate to growth and freshness. Green is regarded as the color of money in the Western world. Too much green can lead to feelings of envy, greed and selfishness. Dirty olive green can have negative connotations unless it is associated with the environment.
Positive Color Meanings in Business: growth and vitality, renewal and restoration, self-reliance, reliability and dependability, being tactful, emotionally balanced and calm, nature lover and family oriented, practical and down to earth, sympathetic, compassionate and nurturing, generous, kind and loyal with a high moral sense, adaptable and flexible, encourages ‘social joining’ of clubs and other groups. Negative Color Meanings in Business: possessive and materialistic, indifferent and over-cautious, envious, selfish, greedy and miserly, devious with money, inconsiderate, a hypochondriac and a do-gooder.
Using Green in Business Green is beneficial for anything to do with health and healing. Green is an ideal color to promote natural, safe, organic products. It is also beneficial in the promotion of environmentally friendly products. Green suggests something ‘new’ and fresh. Lime green creates an anticipation of the potential of what is on offer. Green motivates people to join social groups and satisfies their need to belong. Dark green is a good color for money and financial websites. Use green where people need people to see both sides of a situation as it aids in clear thinking and decision making.
THE COLOR ORANGE The color of adventure and social communication The color orange radiates warmth and happiness, combining the physical energy and stimulation of red with the cheerfulness of yellow. Orange relates to ‘gut reaction’ or our gut instincts, as opposed to the physical reaction of red or the mental reaction of yellow. Orange offers emotional strength in difficult times. It helps us to bounce back from disappointments and despair, assisting in recovery from grief. The color psychology of orange is optimistic and uplifting, rejuvenating our spirit.
In fact orange is so optimistic and uplifting that we should all find ways to use it in our everyday life, even if it is just an orange colored pen that we use. Orange brings spontaneity and a positive outlook on life and is a great color to use during tough economic times, keeping us motivated and helping us to look on the bright side of life. With its enthusiasm for life, the color orange relates to adventure and risk-taking, inspiring physical confidence, competition and independence. Those inspired by orange are always on the go!
In relation to the meaning of colors, orange is extroverted and uninhibited, often encouraging exhibitionism or, at the very least, showing-off! The color orange relates to social communication, stimulating two way conversations. A warm and inviting color, it is both physically and mentally stimulating, so it gets people thinking and talking! At the same time, orange is also stimulating to the appetite. If people love having people around the kitchen table, orange will keep them talking and eating for a long time.
Many restaurants use pastel versions of orange, such as apricot or peach or deeper versions such as terracotta, for their decor as they are more subtle than red, yet still increase the appetite and promote conversation and social interaction, which in turn encourages patrons to have a good time and to eat and drink more. The color orange is obviously the worst color to have in the kitchen if people are trying to lose weight! Orange aids in the assimilation of new ideas and frees the spirit of its limitations, giving us the freedom to be ourselves. At the same time it encourages self-respect and respect of others.
Orange is probably the most rejected and under-used color of our time. However, young people do respond well to it as it has a degree of youthful impulsiveness to it. Positive and Negative Traits Positive keywords include: sociable, optimistic, enthusiastic, cheerful, self-confident, independent, flamboyant, extroverted and uninhibited, adventurous, the risk-taker, creative flair, warm-hearted, agreeable and informal. Negative keywords include: superficial and insincere, dependent, over-bearing, self-indulgent, the exhibitionist, pessimistic, inexpensive, unsociable, and overly proud.
Orange Represents Adventure and risk taking: Orange promotes physical confidence and enthusiasm – sportsmen and adventure-seekers relate well to orange. Social communication and interaction: Orange stimulates two-way conversation between people – in a dining room when entertaining it stimulates conversation as well as appetite. Friendship: Group socializing, parties, the community – wherever people get together to have fun and socialize orange is a good choice. Divorce: The optimism of the color orange helps people move on – it is forward thinking and outward thinking. Effects of Orange
Enthusiasm: Orange is optimistic and extroverted – the color of the uninhibited. Rejuvenation: Orange helps to restore balance to our physical energies. Stimulation: Orange is not as passionate or as excitable as red, but it is stimulating, particularly to the appetite – the worst color to have in the kitchen if people want to lose weight. Courage: Orange helps us to take account of our lives, to face the consequences, to take action and make appropriate changes, and then to move onward and upward. Vitality: Orange has a more balanced energy than red, not as passionate and aggressive, but full of vitality.
Variations of the Color Orange Peach: Peach encourages great communication and conversation. It inspires good manners and puts people at ease. It has all the attributes of orange but in a much softer, gentler and more cautious form. Golden Orange: This version of orange encourages vitality and self-control. Amber: Amber helps to inspire greater confidence and better self esteem. It can promote a degree of arrogance. Burnt Orange: This color emits a negative vibration indicating pride, tension and aggressive self-assertion. Dark Orange: Dark orange indicates over-confidence and over-ambition.
It tries too hard to prove its worth and to boost its self-esteem, but when it fails, which is often, it develops a chip on its shoulder. It is the color of the opportunist, taking selfish advantage of every situation. Personality Color Orange While people may not exhibit all the character traits for a personality color orange as listed below, if orange is your favorite color people will find yourself somewhere in the description. People may also find people exhibit some of the negative traits, particularly when people are stressed.
Having a personality color orange means people are warm, optimistic, extroverted and often flamboyant you are friendly, good-natured and a generally agreeable person. People are assertive and determined rather than aggressive – having a personality color orange means people are more light-hearted and less intense than those who love red. People thrive on human social contact and social gatherings, bringing all types together. As a personality color orange people enjoy partying and socializing and planning all types of social events – orange people are the life of