EMOTIONAL AND PSYCHOLOGICAL
IMPACT OF COLOR
 Look
around. What do you see? Do you see color? How could you not? It is
everywhere, from the green grass to the blue sky to the black night.
Interwoven into the very core of our existence, we often ignore what is
right in front of us. Color affects and influences us both emotionally
and psychologically on all levels, whether it is personal or business.
Certain colors have the ability to raise our blood pressure, cause our
breathing to become rapid, increase our pulse rate, adrenaline, and
Galvanic Skin Response (GSR). Beyond our control, transmitted to the
brain is a chemical message that releases the hormone epinephrine that
causes these physiological responses. In business, smart entrepreneurs
use this uncontrollable response to their advantage by studying the
emotional impact specific colors have on the buying market. They
understand that color influences every level, from the brand logo,
image, signage, display, print materials, and the product itself.
According to Leatrice Eiseman, director of the Eiseman Center for Color
Information and Training, executive director of the Carlstadt, NJ-based
Pantone Color Institute, and author of the
Pantone Guide to Communicating With Color and
Colors for Your Every Mood, "… 60 to 70 percent of the
buying decision is made at the point of purchase. With so many products
vying for the consumer's money and attention, the effective use of
color is one way to capture their attention. Consumers are in an
emotional mode when they shop. And when they are in an emotional mode,
they are more visually attuned." With that in mind, let us explore the
emotional impact different colors have on the buying market.
Remember: Choosing
the wrong color(s) guarantees failure, choosing the right color(s) can
close the sale.
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