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Color psychology


Color psychology is the study of the effects of colors on human behavior and perception. It investigates how different colors can influence moods, feelings, and behaviors and is used specifically to elicit specific reactions in various contexts.


The relationship between colors and psychology was already discussed in Ancient Greece, but only became more important in the 19th and 20th centuries as a result of systematic research in psychology and marketing. Color psychology is based on the idea that colors have much more than aesthetic properties; they can also be powerful psychological tools.

Areas of application

Color psychology is used in many areas, including brand building, advertising, interior design, and product design. In industry, it is used particularly in the design of user interfaces, in advertising and in product packaging to positively influence perception and consumer behavior.


Applying color psychology can strengthen brand perception, improve user experience, and influence buying decisions. Through targeted use of specific colors, companies can communicate their message more clearly and build emotional connections with customers.


One challenge of color psychology lies in the cultural variance of color perception. Colors that evoke positive associations in one culture may have negative connotations in another culture. In addition, individual perception of colors is subjective and can be influenced by personal experiences.


A practical example in industry is the selection of colors for a Self-service portal of an energy supplier. It used blue and green to communicate trust and sustainability, encouraging users to opt for more environmentally friendly options.


Color psychology is an important tool in design and marketing, which makes it possible to elicit specific emotional and behavioral reactions among users through the targeted use of colors. Their influence ranges from product design to user interface design.