Coloured to Sell

Color is an important element in any design because, of our four senses, we use our visual sense to interpret 80% of our informational intake. So, whether you are designing a logo, a website, or doing photography, it is important to always take into account the colour psychology. Colour has an amazing effect on the human psyche – it can affect our moods, trigger emotions and bring back memories. On a design, colour can either communicate your product with impact and clarity, or, it can give a subconscious negative impact. To avoid any negative effects in design we need to be able too understand which colours are favourites, but “favourite” colours depends on so many different elements that it is important to research your clients and potentials. Things like age, gender, culture, ethnography and demography all take part in the defining of the favourite colours! For an example of such research, lets look at the average American top colour choices:

All ages and genders agree that BLUE and GREEN are the favourite colours. Blue is the most calming colour, which is why it is so often used in Hospitals or offices, and other such high-stress areas. Green is an organic colour which, like blue, is cool and restful. Green also tends to be referenced to health and renewal, living a positive influence. However, favorites can change with a simple shift in any of the elements that affect our colour choices: with age Green decreases in popularity, but Blue is non-offensive to most culture, making blue a best choice.

PINK and PURPLE are two very surprising colours: Pink is actually not among the top favourites for females, it is only thought to be because it has been a social construction for so long. Pink actually rates high in the favoutrites category for men due to such influences as Don Jonsons’ role as Sonny Crockett on the 80’s hit Miami Vice. Purple on the other hand, rates higher amongst women than men, but is an overall negative colour. Purple is a colour associated with royalty and can sometimes be associated with sternness, spirituality and romance. Though as men and women age, Purple becomes increasingly popular.

BLACK, (which is actually a shade and not a colour), is rated among the top 3 favourites for men because, though it is considered very conservative, it also reflects a sense of class. An interesting tidbit about Black: The average American still holds on to the Victorian image of women being more bright and colourful, in colours like soft pink and peach, and men wearing black to signify strength, control, and authority.


The most unpopular colours in general are BRROWN and ORANGE. Brown is a neutral and warm colour, and though is becoming increasingly trendy for Interior Design, it is still associated with mud and un-cleanliness on an overall. Orange, a very vibrant and energetic colour, is considered America’s least favourite colour. Sometimes the excess of energy can be intimidating and a put-off. Also, on a subconscious level, orange is commonly associated with Halloween and therefore with evil and scare.