Color is an important part of human perception. Many everyday objects have been designed to convey a message through color. The way that colors effects psychological processing has not been fully explained.

COLOR is the FIRST THING people perceive and it influences our behavior.

90% of snap judgments are influenced by COLOR alone.

Research indicates colors impact moods, feelings, and behavior, and that color has an effect on conscious and unconscious cognition.


  • COLOR: is defined as the property possessed by an object that (when reflected back to) the eye, produces different sensations as a result of the wavelength
  • HUE: is actual color or combination of colors
  • VALUE: is how light or dark it is (tints & shades)
  • CHROMA: refers to a color’s intensity or saturation
  • TONE: describes the particular quality of brightness, deepness, or hue of a tint or shade of a color.
Tweet this! Just for fun, take the COLOR EYE TEST (note this is a speed test. Are you a Bat or Hawk?)

Research by Andrew J. Elliot and Markus A. Maier and Color and Psychological
Functioning (PDF)
, concludes:

Our research both provides a conceptual framework to guide research in the neglected area of color psychology and illustrates how rigorous empirical work in this area may be conducted. We think that this is a highly promising research area in which many pressing questions await empirical consideration.

For example:

  • How do color associations develop, and how does this development differ when biologically based predispositions are present versus absent?
  • How potent are color effects in real-world contexts containing a wide variety of color stimuli?
  • What is the duration of color priming?

The scientific study of color and psychological functioning is not an easy enterprise, as it requires careful assessment and calibration of lightness and chroma, as well as hue. However, we believe such efforts pale in c% of omparison to the benefits of documenting the influence of a ubiquitous feature of the perceived social environment on important affective, cognitive, and behavioral processes outside of conscious awareness. Social-cognitive research on priming focuses extensively on the effects of lexical, contextual, and relational stimuli on psychological functioning; we think the time has come to broaden this focus to include color stimuli.

Environmental Psychology & the Effects of Color in the Workspace

Exercise Outside In the GREEN has positive Effects on Mood & Exertion

Psychology of Color Theory (Visuals)






Use of Color In Advertising to Effect Your Buying

90% of all product assessments have to do with COLOR.
COLOR is 85% of the reason you purchase a specific product.



Do the companies listed below convey the emotion, or give you the feeling their colored branding is supposed to elicit?