Color Psychology: How Can Color Influence Your Behavior?

Many decisions individuals make are governed by responses they do not realize are occurring. There is often a psychological justification behind the desire for, negative perception of, or emotional reaction to specific stimuli. One of the ways humans can be influenced is through the perception of different shades of colors on the color wheel.

Backed by decades of scientific research, color psychology, or color theory, posits that human behavior can be affected by seeing different colors. The psychology of color is often utilized in marketing, design, and related fields to help guide people's decisions and how they act daily. For example, many people associate the color red with "stop." Understanding color psychology can help you understand how colors influence business decisions, relationships, clothing, and more.

Color personality 

There is a reason why surgeons often wear green scrubs, why most sale signs in stores are a combination of red and white text, and why so many people worldwide enjoy blue tones or hues. Psychological associations with color and color preferences are widely studied. Color is often one of the first aspects a person notices about a new object, situation, or place. Therefore, it can be valuable to understand what your subconscious associates with specific colors.

For example, when you're cold, you may want to be in a space with warm colors or lights (red or orange color, for example, are considered warmer). Being near a crackling fireplace on TV or a glowing yellow wavelength lamp can make you feel warmer, even if there isn't any heat being given off. On the other hand, you might desire cool colors when experiencing excess heat. Colors such as blue, purple, or grey can conjure images of a refreshing dip in the ocean or the chilling feeling of stainless steel on your hands, while the color pink may indicate love or kindness. 

What does your favorite color say about you? 

A good amount of information about who you are can be derived from your favorite color; personality traits and habits are often associated with different colors, whether it's how you decorate your home or the clothing choices you make. Understanding color meanings may shed light on how your preference for a particular color relates to certain personality characteristics. The following are some frequent psychological associations made with popular colors.  

Red

Red is considered the color of energy and vibrancy. Commonly associated with dominance and aggression, red is often used as an intense color. Red colors grab attention and leave a visual impact on the brain in both the short and long term. For example, consider the Target logo or the red script Coco-Cola logo. 

Red is also often associated with the word "stop," rage, and anger. It is also thought to provide a competitive advantage in sports, with the results of a study on Olympic athletes showing that athletes wearing red won more often than those wearing other colors. The color red may also have more than just psychological effects, it has also been shown that a red light raises blood pressure when shown to a person in a lab, while blue light has a calming effect. These physical color associations show the power of light in influencing our body and behavior.

Yellow

Yellow is considered a happy, vibrant, optimistic color. Often appearing in child-like images, yellow conjures up visuals of youthful innocence and blossoming landscapes. Yellow may be subconsciously linked to optimism, sunlight, laughter, and pleasant memories. Yellow is thought to relate to a carefree and calm personality and is also used to signal hopefulness. 

A yellow hue called Illuminating was chosen as one of two colors of the year by Pantone in 2021 based on its association with optimism. In Western cultures, yellow has also been used to suggest certain negative traits; for example, the term yellow-bellied refers to a lack of bravery. If you love yellow, you may be good natured, with a vivid imagination and a proclivity for creative expression. You may also have an uncanny ability to understand and assimilate multiple points of view, as yellow has also been associated with a sympathetic nature. 

Purple

Often used to evoke a sense of prosperity and affluence, the color purple is considered by many to be the color of luxury and wealth. Items that strive to possess an aura of sophistication and elegance are frequently designed in a deep shade of purple. Purple lovers may be intelligent and driven, with an artistic aptitude, as purple is considered the color of wisdom, ambition, and creativity. In cartography, purple usually relates to an unnatural feature.

Black

Black—is a fascinating color—the combination of all colors—It has come to be associated with sad, austere imagery. However, its dark appeal is often linked closely to artistry, sensitivity, and intelligence. Black is a color that often conceals, meaning that a person whose color of choice is black may purposely hide their feelings from the world. On maps, it refers to human-made structures, such as roads or buildings. In many cultures, the color black often represents a void and is the color of mourning.

Blue

Out of all potential favorite colors, blue is the most common favorite color of people around the world. Its association with calming oceans, summery skies, and fresh air links it closely with peace of mind, serenity, and productivity. Often thought to foster communication and project trustworthiness, the color blue is the primary color utilized in the logos and interfaces of several major social media sites (e.g., Facebook, Twitter, LinkedIn). Many offices throughout the US are painted blue to achieve maximum efficiency and improve mental health in the workplace. 

If you prefer blue, you may be a reliable person who prioritizes inner peace and prefers a stable and simple life. In a study on color preference, participants associated light blue with emotional stability and dependability, and dark blue with self-control and tranquility.  

Green

Located directly at the center of the color spectrum—and carrying solid associations with nature and the ability to achieve balance—the color green is one of harmony and tranquility. Those who love green may have a deep affection for natural environments. Green is often thought to convey a calm personality characterized by generosity, peace, and ambition. In cartography, a green color indicates vegetation, such as farmland, plains, forests, or jungles. In slang terminology, green refers to money; and mint green has been connected to good fortune. If you prefer green, research suggests you may be extroverted and open to new experiences. 

Brown

The color brown is seen in many different earth tones, linking it to strength and consistency. Brown may be used to signal tradition, resilience, and sensibility. Thought to also be connected to loyalty, brown can suggest that an individual won’t turn a blind eye when loved ones are in need. If brown is your personality color, safety and stability may be particularly important to you. You may also move to the beat of your own drum, given that brown is an uncommon favorite color.  

Pink

Connected to unconditional love and romance, pink is thought to convey a nurturing and caring attitude. Pink is also thought to be a calming color. Shades of pink have been employed in correctional facilities in attempts to reduce aggression among inmates. Pink is also associated with positivity and hopefulness. The phrase seeing the world through rose-colored glasses refers to optimism about one’s circumstances. 

Understanding your psyche with therapy 

Throughout history, different cultures have believed that color and colored light could impact human health. In modern times, mental health conditions such as seasonal affective disorder, can be treated with light therapy where exposure to bright white light may improve symptoms of depression. If you want more help delving into your psyche and the parts of your mind that make up your personality and behaviors, talking to a therapist can be a place to start.

A growing body of evidence points to online therapy as a beneficial way of helping individuals understand their thoughts and actions. In a broad-based study published in World Psychiatry, researchers looked at the effects of online cognitive behavioral therapy (CBT) on those seeking help for symptoms of a range of mental health conditions. They noted that there are now at least 300 studies examining the benefits of online CBT, with results that suggest that online therapy can be an effective form of care, as effective as in-person therapy. Cognitive-behavioral therapy is a widely accepted form of treatment that helps individuals understand how their thoughts, behaviors, and emotions are connected. 

Online therapy is available when you want to work through specific mental health concerns or know more about yourself. With thousands of therapists practicing across a range of specialties, you'll have a chance to match with someone who has the skills and expertise to guide you on your specific mental health journey. Also, you can reach out to your therapist outside of sessions. 

When you want to discuss a particular aspect of your treatment, have a question about something, or want to chat, send a message, and your therapist can get back to you as soon as possible. Mental health professionals through platforms like BetterHelp have been there for thousands of people who wanted to understand psychology-related concerns in their life better. You can sign up anytime and get a match with a licensed therapist within 48 hours.