How Color Influence Consumer Purchases:Ĭolors have a way of communicating without too much effort. It has somewhat of a dampening effect on the psychological part and using grey communicates a lack of confidence and energy. Grey is the only color that is neutral and subtle. Black, on the other hand, is a powerful color as it communicates clarity and sophistication. White is often a depiction of purity and hygiene. White represents reflection while black represents absorption. Negative: coldness, hostile, suppression, menace, depression, lack of confidence
Positive: purity, innocence, sophistication, security, neutrality The use of too much orange means a lack of seriousness and intellect. Orange is depicted as a fun color but also poverty and want. This color is a combination of red and yellow hence it has both physical and emotional attributes. Negative: poverty, frustration, immaturity Positive: comfort, food, passion, sensuality, fun It is not widely used as it encourages deep thoughts and introversion. It represents the cosmos, time, and space and excessive use of color can turn negative fast. Not very high on the color spectrum, violet or purple usually depicts the spiritual values. Negative: introversion, defeat, corruption Positive: spirituality, contentment, luxury, truth, quality Negatively, green depicts the emotions of jealousy and boredom, giving the feeling of blandness. It represents harmony and the emotions related to green gives us the feeling of being grounded. Green is the color of balance and stability. Negative: envy, boredom, unimaginative, dreary Positive: harmony, balance, peace, refreshment, natural awareness The lighter yellow brings out optimism and confidence whereas the darker shade of the color causes an increase in anxiety and loss of self-esteem. Yellow is a color that stimulated the emotional reaction, psychologically. Negative: irrationality, fear, depression, anxiety, suicide Positive: optimism, confidence, self-esteem, creativity, emotional stability Although the color provokes the feeling of calm, it can also depict loss and lack of passion. Blue represents communication and is the first on the cool color spectrum. The light blues in the spectrum brings calm and concentration where the dark blues stimulate thoughts and feelings. Negative: coldness, aloofness, indifference, lack of emotionīlue is the color of intellectual and is naturally soothing. Positive: intelligence, trust, duty, serenity Red is a strong and basic color that somehow represents love, warmth, aggression, and rage at the same time. It is very effective in catching and keeping attention and stimulates the ‘fight-or-flight’ response. Red is a powerful color that is first on the warm color spectrum. Negative: Aggression, rage, stress, wrath Positive: Courage, strength, warmth, energy
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