The Psychology of Color 3

Color is used in many different ways all around us. As humans, we see thousands of colors every day—in our clothing, our food, our vehicles and in our homes just to name a few places. Color is everywhere.

The psychology of color is understanding hues of color as a determinant of human behavior. Think about how certain colors affect you.

Color psychology is used heavily in marketing strategies and advertising campaigns as well. Color influences perceptions we have that are not as obvious, such as of food.

An all-white room may make us feel less cluttered and more relaxed simply because there aren’t as many colors for us to process all of the time. The palette is neutral so that our thoughts and emotions aren’t affected by the natural reactions that we might have to colors.

Jeremiah Young, creative director at Kibler & Kirch interior design firm in Billings and Red Lodge, often asks his clients to consider what colors they have in their closet when choosing what colors to use to decorate their homes. His idea is those colors you have chosen most often to wear are what you are naturally drawn to as an individual so that color palette in your home will be most pleasing to you as well.

How do you feel when you walk into a pink room? The color pink evokes feelings of physical tranquility, nurture, warmth, 
femininity and love. 
The color orange may bring a sense of physical comfort, warmth, abundance, fun and security, also frivolity, deprivation and frustration on the negative end of the spectrum.

In contrasting the views of men and women with color values, Young states he has found women and men feel at ease in a more masculine environment. He also has found the use of the color red in decorating—contrary to its violent reputation—is very well-liked by most people as long as it has a lot of black in it. When you have a deeper, richer red, the color becomes soothing and comforting.