The Why of Color
Close your eyes and picture the audience naked – a lighthearted saying meant to shrink the daunting fear we all face when doing something publicly. It lessens anxiety, but it also takes away the intimidation of color from the audience. Bright colors capture your attention. Closing your eyes removes nervous energy from your body, which is why this saying is still used today. The power of color psychology and why it affects the way we live our lives is a vital part of science. Let’s dive into the why behind colors.
Modern communication is typically through forms of talking and listening, but our circulation of thoughts and emotions is artistically through color: the way we dress, the decor we put up, the shade our cheeks turn when we get embarrassed, or even the color trends we stick to on our Instagram feeds. Color is never meaningless. Similar to your emotions, color psychology is nuanced and ever-changing. It goes beyond contributing to an outfit or image, but explains the feelings behind our actions and holds weight beyond our comprehension. Inspiration stems from the vibrant world we live in, which is important in understanding the impact this psychology has on us.
Through color, different occasions and moods are enhanced. At funerals, grief and sadness are shown through the color black. Darker colors are often associated with somberness and mystery. At weddings, the bride traditionally wears white to symbolize purity, but when a guest wears white to a wedding it is looked down upon. We read between the lines when we choose colors and follow what is unspoken. In another sense, color plays a large role in advertising and television. When color is transmitted, our brains release a hormone that affects our emotions, actions, and energy levels. In consumerism, color often decides who listens to the message and who doesn’t. Even the color of the words written and those surrounding them in this blog catch your attention.
Colors say what we are unable to or express what we do not know yet. Color is the first thing people notice when choosing what to wear or what clothes to buy. They appeal to how we are feeling in the moment or what vibe consumers are seeking. The fascination behind why we are drawn to our favorite colors or why we dislike certain colors is all about how they tap into our brains. We see color as a way to hide in a crowd or stand out in one. The fashion industry has used this to their advantage. Valentino has created an entire line on the color pink called “Valentino Pink PP Collection”. It recognizes the inclusivity of enhancing every skin tone. It also emphasizes the importance of radical gestures and how being simple can also mean standing out– another practice of how to reach an audience using color psychology. Kim Kardashian’s brand “Skims” has popularized neutrals – something so simple, yet so notorious for being recognized anywhere.
As we’ve learned: with color comes the enhancement of a message or an emotion. Color is a choice that follows us into every decision we find ourselves making. Whether we see it or not, the psychology of color plays a role in how we see the world. The next time you pick out an outfit or feel the warm flush of your cheeks, close your eyes and take in the feeling of that color.