This is a guest contribution from Thai Nguyen, of The Wantrepreneur Journey.
Along with the human emotional response to music, perhaps there is nothing more universal in experience as the human response and perception of color (of course unless you are color-blind). Despite the ubiquitous nature of color in reality and indeed our daily encounter with different colors, the concept and understanding of color psychology seems to be somewhat lacking and even esoteric in practice. So much so, that when we choose colours for our website, we may not have thought about what effect it can have on our readers.
Many ancient cultures have practiced forms of color therapy, otherwise known as chromotherapy, light therapy, or colourology. Even today there are groups practicing such therapies as part of holistic and alternative treatments. Artist and interior designers have long understood the relationship between color and human emotional response.
Some of the most intriguing research on color response has included:
- students exposed to the color red prior to an exam having negative effects- reducing scores and grades.
- wildlife and park rangers have planted red flowers to deter people from entering into certain areas.
- sports teams dressed in black are more likely to receive penalties.
- warm-colored placebo pills get more of a response than cool-colored placebo pills.
- the installation of blue-colored streetlights have suggested a reduction of crime in those areas.
Here is a breakdown of the major colors and their parallel emotional response:
Positive: courage, strength, warmth, energy, excitement
Negative: defiance, aggression, danger.
Positive: intelligence, trust, serenity, calmness, coolness, reflection.
Negative: distance, aloofness, emotionless, unfriendliness.
Positive: optimism, confidence, self-esteem, extraversion, friendliness, creativity.
Negative: irrationality, fragility, depression, anxiety.
Positive: harmony, balance, refreshment, love, restoration, equilibrium, peace.
Negative: boredom, stagnation, blandness, enervation, envy
Positive: authenticity, truth, quality, awareness, attunement, luxury, royalty,
Negative: Introversion, decadence, suppression, inferiority.
Positive: comfort, security, abundance, fun, passion, stimulation/hunger/food.
Negative: deprivation, frustration, immaturity, frivolity.
Positive: tranquility, nurture, femininity, sexuality, love, delicate.
Negative: inhibition, emasculation, weakness, fickle, claustrophobia.
Positive: grey is psychologically neutral.
Negative: lack of confidence, lack of energy, depression, hibernation, reclusiveness.
Positive: sophistication, glamour, security, emotional safety, efficiency, substance.
Negative: opression, coldness, menace, heaviness, intimation.
Positive: purity, cleanness, simplicity, sophistication, efficiency, clarity.
Negative: elitism, sterility, distance, isolation, coldness.
Positive: earthiness, connectedness, reliability, support, grounded, stable.
Negative: heaviness, lack of sophistication, lack of humor, dullness.
In light of the impetuous development of technology in our current day and age, and life becoming more online, perhaps nothing could be more pertinent than the need to consider not only what our choice of color conveys about our personality, but what kind of a response is evoked from the color we use on a website layout.
Some considerations in choosing color schemes for your website:
What is the nature of your work?
Media? Environmental? Music? Business? Religious? If your theme is environmental and you are heavy on the use of red and orange, this would produce a conflict in the reception of your message. In like manner, if you are a religious organization, then a dominant use of pink might not be very appropriate.
What is the purpose or mission statement of your business or website?
What kind of a response are you trying to elicit from your audience? Once they spend time on your site, think of some words to describe the way you would like your audience to feel. Inspired, encouraged, relaxed, at peace, energized? Match up these responses with the color and response list.
What artwork or photographs are featured on your site?
Do these match up also with the message that you are trying to convey? You may have chosen great colors but you can easily undermine your color/message synchronicity with a photograph or piece of art that is not in line with your color scheme.
It is also important to have consistency if you are going to use a variety of colors, keep in mind that colors are grouped and divided into primary, secondary, and tertiary colors, and work best when used in these relations. Variations are perhaps best used in individual blog posts when you are writing on a specific topic and trying to bring about a certain response- this is very important when you are choosing photographs to be incorporated into the post.
Thai Nguyen is the founder of www.wantrepreneurjourney.com the site dedicated to inspiring people to step out build a business around their passions- to make a living, living the dream. Thai has been a successful chef and athlete, and now teaches on the topic of personal growth.