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All About Color Psychology in Design

What do you know about the color psychology? Well, this is one of the branches of psychology that learns various types of colors and their effects towards humans’ lives because colors can create certain feelings, emotions and characters.

For that reason, you need to be able to decide the right use of color to effectively deliver your messages. Therefore, expertising the color psychology can really benefit your business.


Types of Psychology of Colors

Some types of color psychology are presented in the following descriptions to deliver messages and emotions to the audience.


Black shows certain power to the audience about gallant, brave leadership. Psychologically, black is always bound with mystery, dominance, and elegant looks. To arouse emotions, you can use black color on your product designs to tell emptiness, sadness, loneliness, and hopelessness, which is apart from the brand’s colors of the company itself.

Black color on products indicates brave, strong, dominant power. In psychology, black is perfect for men. Therefore, men’s products such as hats, clothes, watches, jackets and even automotives are mostly made in black.


The commonly used color to psychologically express beauty is white. You can feel the peace and calmness in white color. In contrast to the hopeless black, white relates to hopefulness. Someone’s emotions may be relaxed by seeing white color because of the open, calm feelings. Additionally, white expresses purity inside someone’s heart. In graphic design, white is applied for a neutral, strengthening color. 

Women prefer using white products because it is as pure as a fairy. Men can use white products as well because white symbolizes handsomeness and elegance. Such color psychology is universal due to its common uses.


The next color is red which is a symbol of strength, bravery and courage. In graphic design, red tends to express joy while in life psychology, red is considered courage to struggle. On the other hand, red gradiance can affect someone’s psychological conditions. Dark red represents scary blood and ruins your comfort, but light red enlightens your lives, which is the psychology of red color. 

The color gradient selection needs more adjustments when the color turns lighter and lighter. The gloomy dark red gives a much different expression from the joyful light red. It all depends on you to adjust the color gradients for your graphic designs.


The next one is blue which symbolizes trust, calmness and seriousness from which you can feel how it dominates the world’s colors from the sky to the oceans. There is no wonder to say it is a dominant color. 

Blue represents a free soul wandering around the sky and the oceans. Additionally, its color gradients can affect someone emotionally and psychologically as well. For example, light blue gradients to dark black indicate a drowning body into the depth of the ocean. 

The deeper it drowns, the darker the color becomes. For such a reason, blue relates to someone’s beliefs. If he believes in something strongly, the dark blue color will not affect him mentally and psychologically.


The best color to express happiness and fun is yellow. A lot of graphic designers use yellow to attract the audience’s interest because psychologically, yellow shows joyful, comfortable feeling. Additionally, yellow relates to the source of life as the sun is characterized by its yellow color. You can feel warm, optimistic, creative, happy and positive by seeing yellow which you can use to build the audience’s courage. 

In products, you can use yellow to symbolize freshness as its protruding color is quite eye-catchy. Yellow gradients will not alter someone psychologically because yellow focuses only on happiness.


Another dominant color as a life symbol is green. This forest color gives you a fresh, peaceful, calm feeling. Someone’s health can improve by seeing the soul and mind freshening green. 

Psychologically, green symbolizes people’s growth from light to dark green. Such changes represent the young and old periods of their lives. 

Green is generally applied for food taste, and is also used in product colors in environment-friendly products. It is more complex because all the gradients are adjustable to life’s elements.


Besides yellow, orange expresses fun, enthusiasm and prosperity as well. Orange looks similar to yellow in its characters and psychological gradient color. The difference is that orange is warmer than bright yellow. The warm orange is able to encourage someone to explore things and to be more confident. This color does not intimidate so that it always stays positive despite the gradient alterations. 

Products and graphic designers often use orange for a warmth symbol. Someone’s confidence is always portrayed in orange designs. The energy it brings is similar to yellow but it is just calmer and warmer.


The next color psychology is purple portraying the beauty of women. It also expresses luxury, uniqueness and an innovative character. Purple, basically, is seldom applied to products except certain ones requiring purple. Designers who are confident enough to use purple are usually able to show new things, such as ambitions, visions, wisdom, independence and power. Purple tends to be protruding due to its lack of product applications. 

Therefore, someone can become the center of attention every time he wears purple. Psychologically, this color is suitable to use when someone is feeling confident because when someone is in a terrible mental condition, seeing purple can be a nightmare.


Lastly, the color psychology on the list is pink which expresses women’s happiness and tends to be used by women as it is a very feminine color. Pink will always express happy, shy, fun, joyful feelings. 

Pink is perfect to apply for women’s outfit products such as clothes, jackets and shoes. A lot of women prefer pink to white for beauty reasons. In Indonesia, pink is the most sought color especially  by women. 

Both company products and graphic designs use pink to express beauty. Its gradient color does not affect anything as it remains a pretty character. In graphic design, it is recommended to apply pink to feminine women as your market target.


With all the nine colors above, you can now psychologically adjust your suitable product colors for your audience. The color selection should be proper to attract the audience’s enthusiasm. The color psychology needs accurate considerations to be able to deliver messages effectively to the audience.

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