You see colors in everything around you, every moment of the day—but do you ever stop to think about the impact each of those colors is having on you?

Color is the perceivable characteristic of light. light is energy, so color is a form of energy. In 1666 Sir Isaac Newton discovered that sunlight is a mixture of colors by noticing that when a ray of light passes through a prism, it is dispersed into its seven constituent colors: red, orange, yellow, green, blue, indigo and violet.

We see different colors because some objects reflect/absorb specific wavelengths. Human eyes perceive these wavelengths as colors.

Understanding Color

Colors can be a powerful tool—if you know how to use them.

In web design colors are very subjective. take the color black for example, for some it is the color of elegance, and it sometimes gives the idea of prosperity (you may immediately imagine a black and elegant limousine), but for others it can be a reminder of something unpleasant (death, hopelessness, evil, mourning).

On the other hand, warm colors include red, orange, and yellow, and variations of those three colors. These are the colors of fire, of fall leaves, and of sunsets and sunrises, and are generally energizing, passionate, and positive. Cool colors are from green to blue, but also include some shades of violet. Cool colors are better for backgrounds and will give the impression of calm and reduce tension.

Countless studies have been conducted on the relationship between color, particularly in the areas of marketing and branding.

Here are some of the findings:

  • Color influences 85% of shoppers’ purchase decisions.
  • About 62‐90% of the product assessment is based on colors alone.
  • Colors increase brand awareness by 80%.

When it comes to marketing and advertising, color plays an important role in brand identity. When designing a logo for a business, graphic designers should always take into account the way people interpret color, because different colors portray different ideas and meanings—whether the viewer realizes it or not.

Red—passion, power, action, desire, and love
Red is often associated with passion and love as well as anger and danger. When exposed to red, a person’s heart rate increases and he or she becomes excited. In design, red can be a powerful accent color and can be very versatile. Brighter shades emphasize energy and excitement while darker shades suggest power and passion.

 

Orange—force, determination, vitality, energy, and productivity
Orange enhances feelings of vitality, energy, and happiness. It is often associated in nature with changing seasons. In design, orange is considered the best color to use for call to actions because it commands attention without being as overpowering as red.

Yellow—warmth, happiness, energy, and warning
Yellow is often associated with laughter, hope, and sunshine. Viewers tend to feel optimistic and cheerful when exposed to this color. However, too much yellow can be overwhelming and hard on the eyes.

Green—growth, optimism, nature, relaxation, and youth
Green is (obviously) a very earthy color, representing new beginnings and growth. On the other hand, it can signify jealousy, envy, and greed. In design, green can have great balancing and harmonizing effects. It is considered the color that is easiest on the eyes. Brighter greens are best for reflecting nature and energy. Darker greens represent stability and wealth.

Blue—authority, integrity, intelligence, peace, and loyalty
While blue is often associated with sadness, it’s also known to reflect calmness and responsibility. In design, the blues chosen by the designer have a huge impact on how the design is perceived. Light blues can be seen as refreshing and pleasant. Dark blues best reflect reliability and trustworthiness.

Violet—spirituality, majesty, wealth, ambition, and royalty
Long associated with royalty, violet suggests wealth, success, and luxury. It’s also been known to encourage creativity, imagination, and innovation and is considered a feminine and romantic color. Violet is rare in nature and as a result is often seen as having sacred meaning. Light purple hues represent feminine energy and delicacy, as well as romantic and nostalgic feelings. Dark purple hues evoke feelings of gloom, sadness, and frustration. Bright purple hues suggest riches and royalty.

Pink—romance, softness, tenderness, youth, and spirit
Pink is a delicate color that evokes innocence, cuteness, playfulness, and femininity. Pink is the sweet side of the color red.

Black—mystery, power, drama, elegance, rebellion, and strength
Black is essentially an absence of light and is closely associated with darkness or the unknown. Black implies self-control and discipline, independence and a strong will, and gives an impression of authority and power. It is also associated with sexiness and seduction.

Colors can be a great friend within, but they can also be a very powerful and strange enemy. Strange…? Look at the pictures below, how many colors you see?

You will probably believe that there are four.

The correct answer is only three. Don’t forget that color is light, light is energy, so color is energy.