Taking advantage of the psychology of color to elicit an unconscious response from the human mind isn’t a new trick. Studies show that the impression color gives off certain products can sway their likelihood of purchase by between 62 percent to 90 percent. Bright, warm and flashy colors, like red, orange, and yellow, express urgency, stimulate circulation and increase metabolism, respectively. The adverse effect is used in marketing as well. Dark, cool colors like green, blue, and purple are used to calm, relax and reduce heart rate.
This trend is apparent when looking at the logos of corporations. A red symbol, like Target, denotes urgency and importance. A blue logo, like Ikea, signifies trust in a corporation and calms readers. Black, like Prada, conveys strength, sophistication, and mystery, and orange, like The Home Depot, denotes the urgency of red, but with a more cheerful palette of yellow. The psychology of color accounts for home sales, also. Higher performance colors, like light blue, black, gray or taupe are popular for their subconscious neutrality or pleasant connotations. Lower performance colors, like brown, red, and yellow, are disliked for their unusual palette and have negative connotations.