Wednesday, October 2, 2013

Axiom 40: Color Psycology

You've probably never heard about a little something called color psychology but we're all subjected to it subconsciously every single day. Colors affect everyone emotionally and color psychology reveals the secrets of how we can use color to our advantage.

This is not a quack science. Casinos have used color psychology for years to design table games, slot machines, and the ambiance of the casino floor to get you to part with your money more easily. Politicians use color psychology to dress in a way that helps them identify with their audience and convey a specific tone to their message. Big corporations use color psychology to reinforce brand messaging and create an emotional connection with customers.

What's quite interesting with color psychology is that meaning of colors can vary among cultures and also change over time. A color that has one emotional response here in America could have the opposite response in China. Furthermore, like fashion, the popularity of colors changes over time. Some advertising and PR firms conduct studies and release color psychology reports ever year.

So how can you use color psychology to your advantage?

The biggest impact you can have personally is to make sure your clothes communicate the right message with color. You don't need to worry about this everyday, but you should keep it in mind for any important client meetings, job interviews, etc.

So what color should you wear?

There is a great guide to all colors and their meaning here. Generally the two best colors to wear when it counts are red or blue. Red is a power color and conveys strength, passion, action. Red can also have a negative meaning in some situations and convey aggression so wear it sparingly. Red is a great color for job interviews and new business ventures. Blue is usually the most well received color and conveys calmness, control, and deep thinking. Blue is a great color for important client meetings.

And there are many more uses beyond red and blue. Do a little research for yourself and you'll find that color can influence the message you are trying to convey.