“Color is a power which directly influences the soul.” – Wassily Kandinsky

Wassily Kandinsky was a renowned Russian painter and art theorist who is often credited as one of the pioneers of abstract art. This quote reflects his belief in the influential role of colors in shaping our inner thoughts and feelings. It highlights the idea that colors can evoke strong emotional responses and have the potential to deeply influence our psyche and soul. The psychology of color explores how colors influence human behavior, emotions, and perceptions. It’s a fascinating area of study that bridges the fields of psychology, neuroscience, and design. Colors have the power to evoke various psychological responses and can significantly impact our mood, thoughts, and even physical reactions. Here are some key aspects of the psychology of color and many are entirely separate fields of study because of the depth of content pertaining to each one.


Emotional Responses: Colors have the ability to evoke specific emotions and feelings. For example, warm colors like red, orange, and yellow are often associated with energy, warmth, and excitement. We also know that they increase appetite, so don’t be surprised to find red on many restaurant walls as they are looking to help you consume more of their offerings.  On the other hand, cool colors like blue, green, and purple can evoke feelings of calmness, tranquility, and relaxation.  This is why we often call these colors a Spa Palette in that they soothe.


Cultural Influences: The meaning of colors can vary across different cultures and societies. What one culture associates with a particular color may have entirely different connotations in another culture.

For example, while white is associated with purity and weddings in Western cultures, it symbolizes mourning and funerals in some Eastern cultures.

Personal Associations: Individual experiences and associations with colors can also play a significant role. For instance, a person who had a positive childhood memory associated with the color blue may feel comforted and happy when they encounter it in the future.  This is why color psychology is not strictly subjective, as an individual’s association with a specific color can supersede the standard definition of a color.

Color Preferences: People tend to have personal color preferences that may be influenced by various factors, including upbringing, personality traits, and life experiences. Some studies suggest that certain personality types may be drawn to specific colors; for example, extroverts may prefer bold and vibrant colors, while introverts might lean toward softer and muted tones.  Many new parents have wanted to paint their baby’s nursery yellow as perhaps their own nursery was this color.  However, we know this to be a very stimulating color and not only to employ when try to get a baby to sleep.

Marketing and Branding: Businesses and marketers often use color psychology to influence consumer behavior. They carefully select colors for logos, product packaging, and advertisements to evoke desired emotions or associations. For example, red is often used to create

a sense of urgency or excitement, while green is associated with nature and health. Think of your favorite laundry detergent on the first one that comes to mind likely has that infamous orange and red packaging.

Color Therapy: Some psychologists and alternative health practitioners use color therapy, also known as chromotherapy, as a complementary treatment for certain psychological and physical conditions. It is based on the belief that exposure to specific colors can promote healing and balance within the body and mind.

Cross-Cultural Universals: While cultural differences exist, some color associations seem to be relatively universal. For example, blue is often associated with the sky and water, regardless of cultural background.  However, this isn’t always the case as shared above regarding white.

It’s important to note that color psychology is not an exact science, and individual responses to colors can be complex and multifaceted. Additionally, the effects of color can be influenced by context, personal experiences, and individual differences. Nonetheless, understanding the psychology of color can provide valuable insights into human behavior and improve various aspects of design, communication, and marketing strategies.

For a deeper look into what colors could be right for you asset, check out our Color Consult service.