So, before you commit to brand colors, do your own market research. Generation: Members of the same generation tend to feel nostalgia for similar color palettes.And they can have a distaste for the colors of their team’s greatest rival.
Team affiliation: Many people feel an affinity to the color combinations associated with their alma mater or their favorite sports team.
Societal groups: Rainbow colors, for example, are often used as a symbol of inclusion and support for the LGBTQ community. Religious affiliation: Depending on which religion you practice, you may interpret purple as a symbol of suffering, royalty, or intuition, among other things. Current events: Pop culture and current events can have a strong impact on the way we relate to different colors.The 2000 presidential election in America, for instance, cemented political associations for Democrats as “blue” and Republicans as “red.”. But in China white is more commonly associated with mourning and often worn at funerals by family of the deceased. In America, the color predominantly associated with mourning or grief is black. Geography: Colors carry different significance in different countries or regions. Here are some important factors that influence color interpretations: According to an article published in Food Safety Magazine, “wine was artificially colored beginning in at least 300 BC.” The varied meanings of colorįor designers, marketers, and other professionals looking to harness the power of color, it’s important to first consider what each color means to different people depending on past experiences that have impacted their life. Food purveyors, for example, have been using color to make their products look more appealing to shoppers since at least the time of the Romans. Given the mighty powers colors possess, it’s no surprise that all sorts of industries leverage color to influence potential customers. And a separate study found that elephants can identify potential predators using a combination of color cues and scent. Kralik found that some monkeys share our caution around the color red. There’s evidence to suggest that color meanings are deeply connected to survival instincts, and not just in humans. Red was commonly used as an accent color in ancient Egyptian hieroglyphs to denote danger or evil - and it remains a primary team color of the New Jersey Devils - an NHL hockey team - today. Red has served as a symbol of evil since at least 4,000 B.C. Color in historyĭating back to early civilizations, color symbolism is a powerful force that’s been reinforced over millennia. Whether you’re choosing colors for a logo design or simply color-coding a spreadsheet, it’s important to choose colors that are aligned with your message and not ones that could work against you. 
When you familiarize yourself with colors and their meanings, you can lean into color psychology to create designs that elicit the reactions and feelings you want. We don’t just see colors, we feel them - which makes them one of the most powerful tools in a designer’s toolkit. And one study even found that suicide rates decreased by an astounding 74% at train stations in Japan when blue lights were installed. Blue light therapy is frequently used to reduce the effects of Seasonal Affective Disorder. Wearing red can tip the scales in your favor if you’re an athlete facing a well-matched competitor. Colors can change our mood, impact our memory, and even increase or decrease our heart rate. And those sensations can be incredibly powerful.
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