Knowing both the positive and negative connotations of certain colors can make a significant difference for your branding and marketing plan, and help you make practical design decisions. While there is no definitive psychological impact of every color, there are some common connections that most individuals will make. This means that customers are 80 percent more likely to identify your brand if you consistently use the same colors in your marketing efforts. Research shows that color improves brand recognition by up to 80 percent. This practice is utilized in graphic design, architecture, marketing, advertising and all types of media. While the overall impact of certain colors is shaped by personal preference, color psychology attempts to define common sensations, associations, values and influences of color. Today, color psychology looks at how color affects our behavior and decision-making. In combination with color theory based on Sir Isaac Newton’s color wheel, color psychology considers how different colors have different meanings, associations and psychological impacts across a variety of individual and cultural norms. Using the results of his research, Jung developed a form of color art therapy that encouraged patients to express their emotions through color and images. According to noted psychologist and psychiatrist Carl Jung, “colors are the mother tongue of the subconscious.” Jung is credited with early studies that reveal how color affects the human mind.
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