Humans react to colors emotionally. Response to colors seems to be a mixture of heredity and environment in that certain cultures designate the meanings of colors differently; black represents sadness and mourning to many, but for some white represents sadness and mourning. Also individuals for a variety of reasons have color preferences that may dilute their responses relative to most people. But there are some fairly universal rules with respect to the emotional responses typically evoked by colors:
- Red generally evokes feelings of energy, excitement, passion, love, action, and also anger;
- Orange projects confidence, action, fun;
- Yellow is seen as cheerful, creative, mentally energetic, sunny;
- Greens denote all things nature and natural; freshness, healing, money and success;
- Blue is seen as honest, intelligent, trustworthy, peaceful, calm, loyal, professional, competent, but also can signify depression;
- Purple generates feelings of both luxury (royalty) and spirituality; mysticism, creativity, calmness;
- Black is sophisticated, formal, cool, dramatic, powerful, but also can be gloomy, grim, hopeless;
- White denotes cleanliness, purity, honesty, simplicity, innocence.
Primary, Secondary, Tertiary Colors
As seen on the color wheel image at the top of the page, the primary colors of Red, Blue and Yellow can be combined to create secondary colors: Red + Yellow = Orange; Yellow + Blue = Green; Blue + Red = Purple; then secondary colors can be combined with primary colors to create tertiary colors: Red + Orange = a darker red-orange, etc. Tertiary colors may emphasize or mute the affect a color may have relative to the primary or secondary from which it springs.
Hues
In color theory “hue” refers to the essential color itself (red, green, blue, purple, orange, yellow, etc.), which can be altered by the addition of black, white or grey.
Tints
Tints are the result of adding white to a hue: red + white = pink. Blue + white = light blue, etc. Tints are lightened versions of the original color; emotionally they evoke less intense responses than the original hue, but in a soothing way. Think “softness.”
Shades
Shades are the result of adding black to a hue: red + black = bergundy. Blue + black = navy, etc. Shades are darker and can intensify the basic message of the hue.
Tones
Tones are the result of adding grey to a hue, which darkens the original hue but with more subtlety than shades, muting their emotional quality.
And of course hues themselves can be combined far beyond the limits of primary, secondary and tertiary colors creating the vast spectrum humans can discern visually.
But for purposes of evoking a desired emotional response the place to start is with the basic hues which can then be boosted, muted, softened as needed.
If you have any questions about Color and Emotions, give us a call at 330-597-8560. We’re happy to help you get the most out of your printing project.
