Volume 16, Number 3

Psychological and Graphic Aspects of Colors: Influence and Application in Product Design

  Authors

Filip Popovski¹, Hristina Dimova Popovska¹, Svetlana Mijakovska¹ and Gorica Popovska Nalevska², ¹University St. Klement of Ohrid, Macedonia, ²Internacional Slavic University, Macedonia

  Abstract

Colors possess extraordinary ability to evoke feelings, memories and even influence the processes of enactment decisions. This interdisciplinary study brings together elements of psychology, the human psyche and art as science. From the soothing embrace of the cold blue color to the energetic liveliness of warm red, each color carries its own psychological weight, capable of shaping our mood and affect the way we interpret the world around us. It all starts when light enters the eye and passes through the photoreceptor cells in the retina, during which refraction occurs, where the magic of color perception happens. The brain then seamlessly integrates these signals, allowing us to perceive colors that make it up visible spectrum. Objects we see around us do not have real color and colors exist, but only as a visual sensation in our brain. The actual color of objects that our brain sees depends on the amount of light that will be received or reflected from the surface of objects. In this exploration of color psychology in this paper I will decode the language of shades, to discover the subtle and profound ways in which color will shape our perceptions and how they influence in decision making.

  Keywords

Psychology, graphic design, colors, brand, packaging