309-EP0v47z15693436617YGws6E Science of Color: The Superpower You Need Right Now

Science of Color: The Superpower You Need Right Now


Colors connect to consumers at multiple levels of thoughts and this facilitates an intended image of the brand or company in the client’s notion. Colors certainly speak to the consumers on a subconscious level and stir emotion. Further, this can provocative to actions that can greatly alter your business outcomes. Though this is typically a marketing concept, it can influence the sales team, culture of the organization, and even your own workspace. Simply put: don’t take colors lightly. Safa Khuderia, of Intechnic, said, “Many companies choose their colors based off of personal preference or the corporate logo, but fail to realize that the website says much more than what is presented on the conscious level.”


First, let’s understand what is color and how it interacts with our brain and what kind of interjections it can create in the functioning and productive mind. Color can be defined as the perception of light reflected from your environment by your brain and eyes. Light is a type of electromagnetic radiation transmitted in the waves of energy all around us. All objects give off light that falls on them via sources of lights in different wavelengths and this creates a spectrum of energy enabled images around us; this process influences how we perceive the world around us. The variations in these wavelengths are the reason why we see different colors and shades.

85% of consumers cite color as the main reason they buy a certain product

When an object reflects all the visible wavelengths that fall on it, that objects appears to us as white in in color. All other colors are also created similarly by various other unique combinations that are created by differing physical situations. We perceive color before form, words, or motion because brain processes different types of visual data differently. If people are familiar with your logo, color becomes a shortcut to convey all visual details about your brand.



Red is a color that symbolizes bold and intense experiences. It on a whole, stands for indulgent emotions and actions, such as:

  • Fire

  • Love

  • Passion

  • Hunger

  • Anger

  • Energy

  • Violence

  • Danger

These are common associations in Western Civilization though Red’s color does change a bit internationally. Red is a symbol of luck and joy in Chinese culture, while Indian culture signifies it as color of beauty, fertility, and prosperity in marriage. It in ancient cultures has stood for renewal and wealth.


Yellow impressively expresses as being:

  • Bright

  • Cheery

  • Positive Warmth

  • Spring

  • Good Fortune

However yellow isn’t an auspicious color everywhere. It implies cowardice and illness and, in many cultures, like Europe, it is recognized with envy. Even in Chinese culture it’s associated with illicit activity.


Blue is one of the most favored colors around the world. This color holds reputation for:

  • Calmness

  • Coolness

  • Tranquility

Many brands often use blue to convey trust and stability as cited by Artitudes Design. Further, blue symbolizes divinity, spirituality and protection in much religion. Adversely, blue also is used to describe feelings of unhappiness and melancholy.


Green symbolizes:

  • Freshness

  • Spring

  • Renewal

  • Peace

  • Environmental Consciousness

  • Fertility

  • Abundance.

In western culture it stands for money, good fortune and sometimes greedy envy.


This bright color is unique. Orange stands for:

  • Fun

  • Boldness

  • Energy

  • Sacrifice

  • Spirituality

  • Humility

  • Feasting

  • Happiness

Universally very few cultures connote this color with anything evil, generally it’s recognized with royalty and sacredness.


Purple was a rare color to find in natural setting and thus it is recognized as:

  • Power

  • Royalty

  • Wealth

  • Mystery

  • Magical Powers

It symbolizes mind, brain and creativity.


White, the ironically named pure color, symbolizes:

  • Light

  • Purity

  • Cleanliness

  • Spirituality

  • Holiness

While some cultures recognize it with virginity, salvation, enlightenment and knowledge, others relate it to death, mourning and plainness or emptiness.


Black sternly symbolizes as a color of strong opposites. An embodiment of:

  • Power

  • Elegance

  • Sophistication

  • Balance

The color black color has an influential identity in its individuality. Ancient civilizations recognize black for dark reasons, like death, emptiness, evil and bad luck, spirits, shadows, mystery or sensuality.


Understanding each of the colors’ meanings is only half the battle. Now, with some basic understanding of color, how can you use it to change your business or culture? Some concepts to consider when building your color utilization plan:

  • Blue is the most competent color while red is second most competent color

  • White, yellow and pink are the most sincere colors

  • Orange and yellow are considered the most friendly and exciting colors that convey energy and positive warmth

  • Brown has the strongest connectivity to stability, roundedness and ruggedness

  • Purple, pink and black are the most leading ones in sophistication and class

  • Navy blue is recognized to be the leading representation to organizational and institutional behaviorism

Consider, how much are you involving color in your marketing or product planning? Stop and consider the benefits of color and how it can impact your business. In the famous color study, The Impact of Color on Marketing, it was noted that consumers make a subconscious judgement about products within the first 90 seconds of seeing it. Further, nearly 85% of consumers cite color as the main reason they buy a certain product, and 80% of people believe color increases a brand’s recognition.

Do not ignore these statistics and incorporate color into your brand, marketing, and product strategy.

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