Color is a dynamic, radiant force that adds spirit and energy to life. Psychologist Ulrich Beer wrote:

"Seldom, surely, is the psychological part of an appearance in nature so great as it is in the case of color. No one can encounter it and stay neutral. We are immediately, instinctively, and emotionally moved. We have sympathy or antipathy, pleasure or disapproval within us as soon as we perceive colors."

Psychology is the science that deals with the mind, with mental processes and emotional processes. It deals with behavior as it relates to thoughts, feelings, and dreams, in short, anything that a person experiences. It is part of our conscious and unconscious, and is integral to human behavior. Conscious experience deals with the thoughts and feelings we are aware of. The unconscious includes all thoughts, memories, impulses, desires, and feelings. While we may not be aware of them, they influence our emotions and behavior.

Color is part of our psychological and biological history. Everyone is impacted by color every day, even if they themselves do not believe that they are.

The symbolism of color has played an important role in life since history was recorded. Its significance can be seen in religion, medicine, healing, mythology, alchemy, astrology, art, and ceremonies of birth, marriage and death. Many reactions to color are universal and cross cultural boundaries, while others are specific to a culture or even a geographical region.

Color associations, symbolisms, impressions, and mannerisms that are characteristic of specific cultures and groups play a role in how color is experienced and used. Ancient Persians believed that turquoise would ward off the evil eye, so they protected themselves with charms made of turquoise. Green is a symbol of hope in the Islamic religion since the cloak of the prophet was thought to be green. The Japanese are drawn to the gentle colors of nature including water, sky, and wood; while American Indians use bright, vivid colors in making arts and crafts.

Red is an auspicious color in eastern culture. Red means celebration, good luck, happiness and associations which are positive and joyous. Red is the color worn by a traditional Chinese bride. The "Red Pocket," which is money contained in a red envelop, is used as happy money given to children at Chinese New Year. It is also given to business associates as a thank you. There is a Chinese saying, "When something is so red, it is purple." It means that when something is so hot it becomes burning red purple and will stand out and bring luck and fame.

Selecting color goes beyond the psychological, biological, cultural influences and consumer lifestyle trends. It involves us as individual people. The most important rule of designing beneficial products or environments is the balance between unity and complexity. Color variety is psychologically beneficial. One color is not good and another bad, it is the symphony of relationships of color and design that make the strongest and most beneficial connections. British psychologist M.D. Vernon wrote:

"Thus we must conclude that normal consciousness, perception and thought can be maintained only in a constantly changing environment. When there is no change, a state of "sensory deprivation" occurs; the capacity of adults to concentrate deteriorates, attention fluctuates and lapses, and normal perception fades."

When reviewing the complete color picture, colors must change degree in shade, temperature, and intensity. It is usually best to have the complimentary of a color present. The most successful color groupings depend on variety and contrast. Colorist, Faber Birren sums up our need for variety:

"In response to environment, people expect all of their senses to be moderately stimulated at all times. This is what happens in nature, and it relates not only to color and changing degrees of brightness, but to variations in temperature and sound. The unnatural condition is one that is static, boring, tedious and unchanging. Variety is the spice -- and needed substance -- of life."

In 1953, color specialist Frederick M. Crewdson shares his views on the need to balance variety and unity:

"Balance is the securing of unity in the midst of variety. Both variety and unity are necessary to sustain interest, and these opposing forces must be balanced. Variety is necessary to attract and arouse interest; unity is essential to create a favorable impression and to satisfy the moods and desires. Variety overdone is confusing and unpleasant; unity overdone is monotonous. The mark of good color arrangement is in knowing where to stop between the extremes."

In the 1960s, color specialist, Richard Ellinger had this to say about humans and our emotional response to tedium:

"We are easily bored. We can easily get too much of anything. Emotionally, we demand relief whenever monotony threatens. We demand the play of opposing forces."


Article provided by Kathy Lamancusa, trend strategist, professional speaker, and author, who can be contacted through her website at www.lamancusa.com or at kathy@lamancusa.com.