In previous post (Colors in Marketing 1, 2) I discussed the associations people hold with certain colors. Now, in this post, I will look at the emotions triggered by each color.
Emotions, like colors, can be mixed, creating other emotions. The strength of emotions comes from brightness of a color, being the brighter the color, stronger the association. Emotions from colors, also come from the context they are presented, thus it is up to marketer to chose the emotion (color) he/she wants to convey.
Presented here are the emotions and their associated colors:
Black – power, strength, authority, elegance, submission, life or death (depending on the culture).
White – sterility, emptiness, spaciousness, positivity, simplicity, life or death (depending on the culture).
Red – anger, love, joy, sexuality, passion, sensitivity, love, vigor, willpower, rage, anger, leadership, courage, longing, malice, and wrath.
Pink – feminine qualities, such as, romance, love and friendship.
Brown – masculine qualities and stability.
Green – fear, trust, piece, ambition, greed, sickness, cowardice, discord, and jealousy.
Blue – hostility, peace, disgust, admiration, tranquility, understanding, knowledge, power, integrity, seriousness, and softness.
Purple – boredom, surprise, romantics, nostalgic, sad feelings, and frustration.
Yellow – caution, decay, sickness, intellect, freshness, joy, and jealousy.
Orange – shame, pride, deceit and distrust.
Gold – prestige, illumination, wisdom, wealth, and other high-end qualities.
Image Wheel Color Emotions