Colour psychology

The role of colour in design is twofold. They are first and foremost a technical means to achieve expression, balance and mood. But at the same time they carry an independent emotional charge that provides much of the design's power of impact.

Colour can evoke a purely physiological response - for example, colour psychology often indicates that red raises blood pressure and whets the appetite - but also a cultural one - black in some Western cultures informs mourning and suggests sadness. It has a cultural-historical and psychosocial definition. How it affects human senses, emotions and behaviour is studied in a separate branch of psychology: colour psychology.

You want to know more about your favourite colour. Read on and you will.


In Western civilisation, white is an expression of purity and innocence, kindness and humility. In the East it is the colour of mourning. When used in excess, it creates a sense of coldness and sterility. Because of its neutral nature, it is widely used as a background - for photographs and text, to which it gives excellent clarity and contrast. It is often combined with black and grey or with a bright, pure colour. 


According to colour psychology, it brings sophistication and elegance, it is a symbol of mystery and power. It is also considered a sign of fear, sadness or anger. It is widely used in the fashion and luxury goods trade. It combines particularly well with white, but also with red and yellow, silver and gold.


Grey is an intermediate between black and white, between light and dark. Depending on the context, it can be stylish and elegant, but also dull and depressing. 


Orange suggests enthusiasm, it evokes adventure, fun and creativity, but also success and balance. It expresses movement and change, vitality. For Buddhism, however, it exudes humility. It attracts the user's attention well, but is softer than red, not as assertive. It creates a playful atmosphere, it invigorates. It has been used by a number of companies, including children's services and products.


Symbol of femininity and unconditional love, of immaturity and joy. It appeals to the vast majority of companies aimed at women and especially girls. 


Established as the colour of kings. It is associated with luxury and wealth, with strength and nobility, with spirituality and wisdom. Excessive use can lead to feelings of frustration, and can also be interpreted as arrogance.


The first association is with the earth. It also symbolises wood and stone. It is often chosen in natural products. Colour psychology interprets it as the embodiment of nature, as well as the embodiment of safety and comfort. The brown colour of the UPS logo evokes security and reliability.


It is considered rich and extravagant. In design, it is used to add formality and weight: on invitations, business cards, labels, certificates and diplomas. It accentuates and enriches the colour palette. However, its abundant use can give the impression of ostentation and kitsch.

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