Corporate Color Schemes

Color associations

Color generates two types of responses in the human body—psychological and physiological

The perception of color is subjective. The brain subconsciously ties color to preconceived ideas based on cultural experiences. That means the same color can warrant varied emotional responses when shown to different populations.

In Western cultures, white is typically associated with purity and peace. In many Eastern cultures, it signifies misfortune, mourning, and death. But color psychology can also significantly differ between countries in the same part of the world.

For example, green can relate to infidelity and exorcism in China. However, it has a strong association with Islam, making it a religious color in countries with large Muslim populations. It’s also associated with Buddha, representing healing and balance in Tibet.

In Japan, green symbolizes life and prosperity, and married Korean women commonly wear it in ceremonial dress. But on the southern beaches of Indonesia, green clothing is forbidden because of a popular myth about death and a sea queen.

Generally, a person’s color preference will not trigger a significant physical response. However, the body involuntarily reacts, producing measurable effects. According to psychosocial author Kendra Cherry, “Certain colors have been associated with increased blood pressure, increased metabolism, and eyestrain.”

These physiological responses are not related to culture. Instead, they are universal and based on the stimulation of different regions of the brain. “Some evidence suggests that the light of different colors enters the eye and indirectly affects the hypothalamus, which in turn affects the pituitary gland. The pituitary gland controls the hormone levels and perhaps thus our moods.” Studies show these heightened physical responses are also linked to more efficient information processing and better memory.

Gender and color preferences

Statistically, gender identity influences color preferences. Per a Kissmetrics study, both males and females like blue. Out of 232 participants, 57 percent of males said blue was their favorite color, while 35 percent of female participants also preferred blue.

“The most notable gender difference can be seen in the color purple. The study reported that 23 percent of female participants chose purple as their favorite. No males chose purple as their favorite.” Otherwise, there were no drastic disparities between the two datasets.

According to their findings, “both men and women had the same general preference when it came to light and dark colors. However, the experiment showed that women gravitate toward soft colors, while men like bright ones.”