Psychology of Colour
There are many misconceptions around the psychology of colour. The theory is backed with so little data.
Research shows that colours mean different things to different people because of elements such as personal preference, experiences, upbringing, cultural differences, context etc.
The importance of colour in branding
Researchers found that up to 90% of snap judgments made about products can be based on colour alone.
When picking the correct colour, research has shown that predicting the reaction to a particular colour in relation to the product is more important than the individual colour itself. Nearly ever academic study on colours and its influence on branding states that its more important for the brand colours to support the personality of the brand than trying to align with stereotypical colour associations.
The difference between men and womens favourite and least favourite colours.
Men – Blue and then Green
Women – Blue and then Purple
Men – Brown then Purple and Orange
Women – Orange then Brown and Grey
Men seem to also prefer bold colours whilst women prefer softer colours. Men were more likely to select shades of colours whereas women would choose tints of colours.
Creating a visual structure consisting of base analogous colours and then contrasting them with accent complementary colours. In other words a background colour could be white, the base black and then the accent colours to create a hierarchy could be red.
“http://www.helpscout.net/blog/psychology-of-color/ – Gregory Ciotti – Help Scout”