By five months of age we have developed good color vision. As a result, ever since we can remember, we have always been able to see in color. Unfortunately, somewhere during our journey through life we have seemed to take this miracle of beauty for granted. We have allowed our inquisitive side to be pushed aside by the harsh realities of life.
Yet all the beauty of life surrounds us. I firmly believe that this miracle of color has been a gift for us to enjoy. Why else would we have such spectacular sunsets, where the sky is painted with such dazzling colors of reds and oranges against a translucent blue sky, or the warm orange hues splashed on the desert mountains, or the magnificent colors of orange, reds, and yellows dabbed on the northern autumn trees?
And yet many of us don’t see the magic of color that surrounds us.
I remember walking into a building that had the word color in their company name, I looked out the huge window in the lobby and commented on the beauty of the fall colors and the receptionist looked up and said, “oh yea.” Or the time I was walking through a Kroger parking lot when out of the corner of my eye I noticed this new car that could hardly contain the startling luminescent blue that was trying to outshine the sun. I had to stop and take in its beauty. As a gentleman was scurrying past, I commented on the color of this car and his comment was “humph” as he continued to scurry away.
Practically every decision we make in some part is based upon our perception of color.
It affects our decision in selecting food. A delicious red apple or tempting strawberries are hard to resist. It is a safety mechanism, protecting us from harm. When meat turns green we know it is not good for human consumption.
It also alters our mood. All of nature is awash in green. It is the easiest color on the eye and can improve vision. It is a calming, refreshing color. People waiting to appear on TV sit in “green rooms” to relax. The most emotionally intense color, red stimulates a faster heartbeat and breathing. It is also the color of love.
Color is even used to intimidate football players.
One coach in the Big Ten, who shall remain anonymous, painted the visitor’s locker room completely pink to help dissolve anger and encourage the feelings of calmness. It’s a tranquilizing color that saps your energy.
Several ancient cultures, including the Egyptians and Chinese, practiced Chromotherapy, or the use of colors to heal. Chromotherapy is sometimes referred to as light therapy or Colourology and is still used today as a holistic or alternative treatment.
Given these results, should we use color in our marketing campaigns?
Below are links that will help you understand the importance of color and tools to help you select your color scheme.
- How does color affect your brand?
- Color schemes and the role they play in your brand
- Color Palette Tools to Help Develop Your Brand
To help with your color choices, check out my collection of color swatches on Pinterest
I am also available to discuss options in your brand and marketing campaigns