Change Colors, Change Behavior
Faber Birren, a pioneer in color research and author of “Color Psychology and Color Therapy,” helps minimize the chaos with a survey that reveals what people themselves say of the values and attributes they associate with various colors. Following is a summary of the colors respondents most associated with particular words:
- Trust: Blue
- Security: Blue
- Speed: Red
- Cheapness: Orange, with yellow as a close second
- High Quality: Black
- High Tech: Black with a small margin over blue and gray tied for second
- Reliability: Blue
- Courage: Purple and red
- Fear/Terror: Red
- Fun: Orange, with yellow as a close second
In some cases, these responses duplicate what color psychology experts tell us and in others not. For example, most charts showing moods associated with colors show orange as creativity, playful, innovative and fun; and yellow as logic, personal power and humor. Yet in our culture, it also represents caution, or represents the scene of a crime or dangerous event.
While it is fun to study the impact and influence of colors on how we eat, how we sleep (supposedly we sleep better in blue rooms), and our productivity levels, all that really matters is if and how color impacts how people perceive our brand and if that perception translates into sales.
Regardless of what color theory and research you go by when defining colors to present your brand’s attributes and values, the key is to acknowledge that color does indeed influence attitudes and behavior. And instead of choosing colors you like or that are trendy at the moment, take some time to study what colors really mean to consumers’ conscious and unconscious minds and choose those that reflect the personality you want to project to today’s consumers, and one that will last the test of trends and time to continue to appeal to like customers in the future.