A designer's guide to understanding color psychology

In recent years, color psychology has been a hot topic in marketing, art, design, and other industries. Despite the general lack of theoretical knowledge of why we perceive colors in specific ways, a few theories dig into the psychology of color. Their main attempt is to find answers to the questions: why and how do colors affect our moods, feelings, and behaviors?

The evolutionary theory stems from the idea that ancient people saw colors differently and gradually developed their vision to survive and adapt to rough conditions. In turn, the supporters of the ecological valence theory believe that our feelings about colors and their preferences are rooted deeply in our experience and environment. Unfortunately, there are still many weaknesses in the theoretical and empirical works of both approaches.

Yet, understanding the direction of experiments and research in this area will help designers develop their expertise in color theory and take a more sensitive approach when applying colors to their projects.

Evolution & color psychology

Studies have shown that all color preferences originate from two sources: evolution and ecological valence theory.

There are 2 components the evolutionary approach relies on:

• Survival needs: In ancient times, the ability to identify certain colors was critical to human survival. That's why human eyes developed special retinal cones to identify red that could indicate ripe fruits, as well as blood, fire, or poisonous, dangerous plants or animals.
• Language: The development of languages has also shaped how humans perceive colors. The existence of specific color names in certain languages indicates that indigenous people could relate to these colors and identify them. For example, in some cultures, people use the same term for green and blue or associate green with yellow, or blue with black.

Ecological valence theory

In contrast to the evolutionary theory based on the development of retinal cones, the ecological valence theory suggests another approach.

In their study, American psychologists Karen B. Schloss & Stephen E. Palmer proved that people are attracted to colors associated with positive things or situations from their past. More than that, individuals' color preferences can change after having an unpleasant experience with a certain color.

Blue, for example, is the most likable color because it represents clear skies and clean water and has a calming and relaxing effect.

However, suppose you had a negative experience involving the color blue, like feeling seasick on a boat surrounded by blue water. In that case, you might develop a dislike for blue, even though many people find it soothing.

Language effect on color perception

People across different cultures may perceive and categorize colors differently, not because their eyes see colors differently, but because their languages shape how they describe and understand those colors. For instance, in many languages, what English speakers call "blue" and "green" might be described using a single word.

In ancient Japan, the word for green was only introduced relatively recently. Before that, green was considered a shade of blue, and even today, the Japanese word "ao" (which traditionally means blue) is used to describe some green objects, like traffic lights. While the modern Japanese word for green is "midori," it's not used to describe the bluish-green hue of traffic lights, which are still referred to as "ao." This reflects the historical and cultural influences on how colors are categorized in different languages.

Positive & negative associations

According to both evolutionary and ecological valence theories, greens and blues evoke the most positive emotions. In ancient times, green meant shelter from bad weather and wild animals. It also was a sign of enough rain and humidity to cultivate the land and yield great crops. Blue indicated a clean water source and perfect weather for hunting and gathering.

Likewise, in modern times, green and blue are linked to nature, health, and serenity. Just thinking of these colors, we imagine lush green foliage, large areas of water, forests, and waterfalls. It usually makes people feel relaxed and more peaceful.

Dark brown and greenish-yellow rarely hold the top spot in lists of the most favorite colors.

The reason for that is that we mostly encounter these colors in things such as dirt, vomit, and rotten produce. These colors also symbolize autumn and are automatically associated with sadness, diseases, and depression.

On the contrary, the color brown also stands for fertile soil and wood from an evolutionary standpoint. So, it can be associated with such positive things as stability, trust, and reliability.

Color preference changes

Despite the evolutionary history and traditional color associations, our past takes the lead in shaping our perceptions and color preferences.

For example, blue is generally a positive color. It's often found in nature and associated with clear skies, blue water, and beautiful flora and fauna like irises, forget-me-nots, peacocks, and bluebirds. People tend to love this color as it makes them feel serene and relaxed. However, a damaging episode involving blue (for example, getting hit by a blue car) can change a person's color perception permanently.

According to the ecological valence theory, the more positive memories an individual has with objects of a given color, the more they like it. On the contrary, the less happy experiences linked to the color, the less a person prefers it.

Conclusion

Both evolutionary and ecological valence theories provide useful insights into how colors influence our moods and preferences.

However, it's important to take these theories with a pinch of salt. While they offer valuable perspectives, they don't explain everything about how colors affect us. These theories have limitations and may not apply to every situation or individual.

When making design decisions, it’s crucial to base major choices on thorough user research. Understanding users' unique preferences and how they perceive colors will lead to more effective solutions. By combining these theories with real-world research, designers can create experiences that resonate better with users.