Color plays a more monumental role than you might imagine as it carries and connects our history, our stories. Color truly embodies all aspects of our lives. Yet, to fully appreciate this, it is important to understand the study of color or color psychology. Most of us react to color on three distinct levels. The first level is aesthetic. Are the combinations of colors visually appealing? Our reaction on this level is governed by individual taste. The second level is emotional. How do the colors make us feel? What mood is created? Our reaction is instinctive.
The third level is psychological. What do the colors symbolize or represent? When we see a mix of colors, our mind races through these three levels of visual experience to build an impression.
Each and every color, the hue, tint, tone, or shade, affects us psychologically and alters how we respond to any given situation. Color makes us dream of the future and signals memories of our past. It makes us sleepy, hungry, happy and sad. Color increases our appetite, encourages us to buy more and can even inspire us to exercise. In any size project, color certainly sends one of the first impressions. As designers we give high respect to the role color has on a project’s success, making sure not just any color is selected, but the right color. There is a difference!