- Rachel Bistricer
- 6 days ago
- 12 min read
Updated: 5 days ago
If you're considering how to use color theory in your next graphic design, understanding color psychology is key to creating something not only visually stunning but also incredibly effective. When you’re designing, every decision matters. From the typography you choose to the spacing of your layout, each element sends a message. But nothing communicates quite as powerfully as color. Colors evoke emotions, guide user decisions and shape how we experience a design.
This article dives deep into the world of color psychology, breaking down the meanings behind colors, how industries harness their power and guidance on choosing the perfect palette for your next project.
What is color psychology?
Color psychology is the study of color’s impact on human behavior. It aims to understand why and how different hues affect our feelings, behavior and decision-making processes. It’s used in many fields, from branding and marketing strategies, to interior design, art and more, in an attempt to use color optimally to reach a certain goal.
For example, how would you feel going to sleep in a bedroom filled with pale, neutral colors? Would a room painted in purple walls make you feel more or less relaxed? In the world of button design, are you more inclined to click on a green button or a red one? Did color play a part in the last item of clothing you purchased?
The likelihoods are that you have a strong gut feeling for most, if not all, of the questions above. It’s true that answers may differ from person to person, depending on factors like culture, upbringing, location, age and more. However, some color meanings are more universal. For example, we naturally relate warm colors like red, orange and yellow to warmth and sunshine, whereas cool colors like blue, green and purple tend to be calming and refreshing.
What do colors mean?
The meaning of colors can vary across different contexts, but some general associations are widely recognized. Understanding these meanings provides a foundation for selecting hues that align with your goals.
01. Blue color psychology
Ranging from teal to navy to indigo and more, the color blue tends to be perceived in different ways depending on the shade. It’s now often used in corporate logos, making its connection to business and especially to the tech industry somewhat inherent in certain areas of the globe. Social media platforms like Facebook, LinkedIn and Twitter come to mind, as do other high tech companies like IBM and HP.
The reason it’s become so popular amongst corporations could be to do with the fact that blue is generally seen as reflecting loyalty and stability. It’s also often connected to feelings of tranquility, harmony and calmness, reminding us of the sea and sky. In fact, as part of their World’s Favorite Color survey, paper manufacturer G.F Smith found dark blue to be the most relaxing color in the world.
However, blue also has another side to it; it’s often connected to feelings of depression, hence the term “feeling blue.” Throughout art history, it’s been used by various artists, most notably Picasso, to express a sombre and negative mood in their works.
Need a blue for your design? Check out these other shades:
02. Green color psychology
The color green is widely associated with nature. In color psychology, it’s also often used to symbolize ecology and sustainability, making it a popular choice among brands when selecting their brand colors to position themselves as environmentally friendly. It can also relate to growth and freshness.
For example, Spotify’s use of a vibrant shade of green suggests that the company is full of life and vitality. American supermarket chain Whole Foods also use the color, opting for a darker shade that brings across a feeling of the outdoors, suggesting that their products are natural organic and healthy.
Bring a sense of renewal and harmony to your designs with a shade of green:
03. Yellow color psychology
Yellow is a great color for capturing attention. Our eyes naturally process it first, making it a smart choice for warning signs, reflective vests, ambulances and more. It’s used for the same purposes in nature. For example, a wasp alerts us of its sting through its yellow and black exterior, as does the yellow banded poison dart frog.
However, as well as symbolizing caution, yellow is also very much associated with optimism, sunshine and warmth. These positive connotations to yellow are prevalent around the globe and among many different cultures. This fairly universal perception of yellow could explain the choice to use yellow for emojis. It’s also used in branding to suggest a fun, happy vibe, for example in Burger King’s logo or McDonald’s’ famous Golden Arches.
More recently, a certain shade of the color has been popping up. It’s become such a color trend that it has even been coined “gen z yellow,” marking it as a fresh, contemporary color. This specific hue can be found throughout popular culture, from fashion design to music videos, graphic design and more, supposedly taking over from the equally popular millennial pink.
Discover a yellow to add warmth and energy to your designs:
04. Orange color psychology
What came first orange the color or the fruit? As a color orange ranges from dark, earthy tones like terracotta, to more pinkish hues like salmon and coral. Generally the color is perceived as positive and cheerful, but certain hues also relate to caution, which is why it’s often used for traffic cones and police vests.
Named after the fruit (in response to the above mentioned question), the color orange naturally exudes a sense of freshness and vitality. Falling under the category of warm colors, it also emits a feeling of heat and summer, while its darker tones are often connected to autumn.
In marketing orange is often used as a slightly softer alternative to red. It draws attention without being too obtrusive, which is why we can see many call to action examples that make use of the color.
Ignite excitement in your designs with orange:
05. Red color psychology
Red is generally seen as an extreme color—in all its meanings. It holds strong connotations to love, desire and seduction, while on the other hand also being associated with feelings of danger, anger and violence. It also evokes a sense of energy and instantly grabs attention, thanks to its high visibility. This makes it an appropriate color for warning signals like stop signs and fire engines.
Different cultures around the globe perceive red in diverse ways. For example, in China’s stock markets, the color red is used to symbolise a price increase, whereas the extreme opposite (the stock going down in price) holds true in many other countries. Why? Because red is a lucky color in Chinese culture, also used for bride’s wedding dresses and to symbolize celebration and fertility.
Red’s bold and powerful presence also makes it the color of choice for many iconic brands, like Coca-Cola and more recently, Netflix. For Coca-Cola, the color red conveys a sense of excitement, energy and youth. In Netflix’s case, their decision to go for red text on a black background design creates an elegant cinematic feel that builds anticipation.
Harness the power of red to create passion and energy in your next project:
06. Pink color psychology
While pink has a long history of being perceived as girly and fluffy, this stereotype is gradually fading as more non-traditionally feminine brands make use of the color in their marketing efforts. In color psychology, pink is often associated with playfulness, fun and lightheartedness. Bright shades of pink like magenta or fuchsia stand out, while being less alarming or threatening than the color red.
Perhaps the most well-known brand that uses pink in their visual identity is Barbie—a company strongly associated with all things girly. Many other businesses targeting women also opt for pink, such as make-up brand Benefit and Victoria’s Secret.
However, we can also spot the recent surge of pink in tech companies. For example, Invision’s logo is a vivid shade of pink and the same color is used throughout their branding. The color has been newly embraced in tech for the feeling of energy, youth and excitement that it brings. The same goes for high tech insurance company Lemonade whose color scheme is made up of black, white and a striking shade of hot pink.
Infuse your next design with the playful and nurturing vibes of pink:
07. Purple color psychology
In color psychology, the color purple symbolizes luxury, royalty, nobility and wisdom. It’s also often associated with magic, mystery and the supernatural. This could be due to the fact that purple is a rare color to spot in nature, making it seem somewhat otherworldly.
Purple is quite an unusual color to find in marketing and isn’t used in many big companies. However, Cadbury has been using it in their logo color combinations since the beginning of the 20th century, even attempting to own the right to trademark its specific shade (Pantone 2685C). As purple represents luxury, the use of the color suggests that their products are of a high quality. Since Cadbury, additional chocolate brands have adopted purple too, for example Milka and Nestle.
Unlock the elegance and creativity of purple in your designs:
08. Black color psychology
Black has many different color meanings. On the one hand, it is seen as timeless and classic. Think of a sophisticated suit, for example or the classic “little black dress.” It can evoke elegance, sophistication, power and mystery. But on the other hand, it’s also linked to pessimistic feelings of anger, loneliness and depression, as well as mourning in Western culture.
Black has also caused a stir in the art world, as artist Anish Kapoor acquired exclusive rights to Vantablack—also known as the “blackest black in the world.” The pigment is supposedly so dark that it appears somewhat unreal, absorbing 99.96 percent of light. As a response, artist Stuart Semple developed his own dark pigment, coined Black 2.0.
In marketing, many brands opt for black as their logo’s color of choice. Iconic logos such as those of Nike, Gucci and Adidas were designed in black. As a clean choice that never goes out of style, the color can always be combined with other hues, making it fairly comfortable to work with.
Elevate your designs with the sophistication and strength of black:
09. White color psychology
White is widely seen as reflecting innocence, purity, goodness and rebirth. For many, it symbolizes a clean white canvas or in other words, a fresh new beginning. It’s a neutral color that enables our eyes to rest, which is why it’s widely used in many fields, from interior design to digital design (like the generous amount of white space around this blog post).
Additionally, white also gives off a pristine and hygienic feeling. But you should note that too much of it can create a sense of sterility (picture a dentist’s clinic for example), so unless you’re aiming for a very neutral look, it’s generally recommended to combine it with additional colors and possibly also textures.
In certain cultures, white relates to death and mourning. In Eastern Asia, white clothing is worn during mourning to symbolize rebirth and purity, whereas in Western culture, a bride typically wears a white dress on her wedding day.
Bring clarity and simplicity to your designs with white:
10. Grey color psychology
Being on the scale between black and white, grey is perceived as neutral and balanced. Its lack of color makes it useful, as it can be implemented in cases where many colors are already being used, without causing disruption to the design. Grey can at other times add a sophisticated, modern feel to a well-balanced and contemporary design. Dark grey can also serve as a more toned-down version of black when looking for a less dramatic contrast.
However, grey also has some negative connotations in color psychology. It can appear dull or moody. In design, it’s generally recommended to combine grey with an additional color (be it white, beige or anything else) in order to bring the design to life.
Find balance and versatility in your designs with grey:
11. Brown color psychology
While brown is not the most inspirational of colors, it can also be used effectively to create an earthy, natural tone. After all, it’s the color of wood, sand, mud and many other elements in nature. This can bring people to perceive brown as warm, comforting, safe and reliable. Light, natural shades of brown, like beige and cream, are often used in hygge interior decor to create an atmosphere that is clean and minimalistic, while also feeling warm and cozy.
When it comes to marketing, brown can be used to craft a sense of trust and stability. Consider for example Louis Vuitton who use brown in their visual identity, giving their brand a classic, timeless air. Many chocolate brands like Godiva, M&M’s and Magnum also opt for brown—a natural choice for their product.
Ground your designs in warmth and reliability with brown:
How industries use color psychology
Different industries rely heavily on color psychology to connect with audiences and communicate identity. By tailoring color selections for specific industries, businesses align visual designs with consumer psychology in ways that increase engagement. Here's how a few incorporate it:
Marketing
For marketers, the right color palette can determine the effectiveness of a campaign. For example, red often signals urgency, which is why it's common for call-to-action buttons. Blue finds its use in campaigns aiming to establish trust, like those in insurance or financial services. Yellow, thanks to its optimistic feel, shows up in promotional materials for products targeting younger audiences.
Consumer goods
Colors play a pivotal role in product packaging. For instance, food brands use colors like red and orange to stimulate appetite, while earthy greens often appear on goods marketed as natural or eco-friendly. Bright, bold designs appeal to impulse buyers, whereas muted tones resonate with premium product lines.
Wellness
Wellness-focused brands often rely on natural and calming tones to build trust and invoke relaxation. Cool blues and earthy greens dominate websites or spaces where tranquility is key, such as spas or fitness centers. These hues help reinforce brand promises of soothing environments or balanced living.
Technology
Tech companies often use shades of blue to symbolize trustworthiness and stability. However, they also experiment with bold colors to evoke innovation and creativity.
Interior design
Interior designers rely on color psychology to create specific moods in a space. They may use warm hues like oranges or yellows in social areas for a more welcoming atmosphere or cooler tones like blues and greens in bedrooms for a calming effect.
How to choose the right color palette for your design project in 3 steps
The right palette can unify your project’s message and aesthetic. Here’s how to make your color selection process as straightforward as possible.
01. Define your goals
What emotions or actions do you want to evoke? For example, a playful campaign may call for warm yellows and oranges, while a professional project might lean on dependable blues or blacks.
02. Consider your audience
Consider the preferences and cultural associations of the people you’re designing for. Colors are experienced differently depending on one’s background, so researching your audience ensures accurate messaging.
If you’re designing for an eco-conscious audience, natural tones like green, brown or beige are ideal. For younger audiences, consider vibrant or pastel colors.
03. Start with a base color
While it’s tempting to use every color you love, restraint often leads to more polished designs. To ensure harmony, choose one dominant color with one or two secondary or accent hues. A color palette generator can help you find the perfect combination. Use contrast to highlight key areas and make your designs pop.
Tips for choosing a color
When narrowing down your palette, keep these practical tips in mind. Remember that creating a color palette is often an iterative process. Experiment and refine until your design feels like a true reflection of its intended purpose.
Use a color wheel
To create balanced palettes, rely on tried-and-tested color combinations like complementary colors (those opposite each other on the color wheel), analogous (colors next to each other) or triadic (three evenly spaced colors).
Leverage contrast for clarity
Choose contrasting colors to make text and graphics stand out. For example, light-colored fonts over dark background improve readability.
Test your colors
Before committing, apply your chosen colors to a small section of your design. This is especially useful when working with projects that include a mix of digital screens or print design, since colors may appear slightly different depending on the format.
Looking for color inspiration for your next project? Check out these Wixel guides:
Color psychology FAQ
How many colors should I use in a design?
Most designers stick to 2–4 colors for a balanced look. Use one dominant color, one or two secondary tones and an optional accent for highlights.