There is a psychology of ‘first impressions‘ which has existed from time immemorial. Although in the real world you might be having a longer time to form your first impression whereas, on the internet, you will legitimately have 3 – at the most 4 seconds at your disposal for doing the same.

If you can catch the attention of your potential follower in that short period, then they will convert into your subscriber or even a customer in the future, else, they will move on to the next website, or scroll past your profile.

Color plays a crazily tremendous role in forming that first impression!

Firstly , let us discuss some important aspects of color.

Color Wheel:

If you want your decisions to be as close to being accurate regarding your choice of colors, you should know the basics of color theory.

The color wheel has been in use since the early 1700s so, let’s take a look at it: 

color wheel

Let’s talk about the three main types of colors:

PRIMARY COLORS: These are Red, Blue, and Yellow. They are called primary because the mere existence of the color wheel wouldn’t have been possible without them.

primary colors

SECONDARY COLORS: The primary colors mix up to form Secondary colors.

Red + Yellow = Hues of Orange.
Yellow + Blue = Hues of Green.
Blue + Red = Hues of Violet.

secondary colors

TERTIARY COLORS: You get these colors when you mix primary and secondary colors. There are six tertiaries: red-orange, yellow-orange, yellow-green, blue-green, blue-violet, and red-violet.

tertiary colors

So, there you have it. All 12 colors make up the standard color wheel.

Three main components of color:

There are, were, and always will be only three components of a color. So, breaking down the same can be easy!

three main components of color

HUE: It is color. Color and Hue are often interchangeable. The hues can be given any fancy you’d like, for example, Fushia, Crimpson Red, etc.

SATURATION: It is the brightness or intensity of a color.

For example, Brown is a semi-muted version of Yellow-Orange, Red.
Grays are muted versions of several colors that can be cool muted (from the families of Blues and Green) and warm muted (from the families of red and oranges).
There are neutral grays as well that are highly desaturated versions of all colors, with absolutely no intensity.

VALUE: Without value, hue and saturation cannot exist.
It is the most important component of a color. 
It tells us how light or dark a color is. The clarity of any image to our eye is conveyed by value.

Three systems of color:

three systems of color

RGB: Red, Blue, and Green: These are the colors used on – screen. The devices that we use to convey media.

CMYK: Cyan, Magenta, Yellow, and Black: These are the colors used in print production. They are known for process color printing.

Just like RGB makes a wide array of colors on the screen, similar, mixing different values of CMYK colors, make a wide range of colors visible to the human eye. 

Spot Colors: When a particular color is used for print production, it is called spot color treatment.
For example, if you want your poster to be only in purple, then the magenta ink can be used solely.

How to create color palettes that always work:

Full-color spectrum:

Full-color spectrum

Complementary colors: These colors are on opposite sides of the color spectrum. They offer an eye-catching and high contrast.
They are great for designs that need to stand out.

complementary color

Split Complementary colors: Similar to complementary colors, this scheme allows for the creation of a dominant tone using two colors with an additional, contrasting color for highlights.

split complementary colors

Colors based on shapes:

Triangle colors: Creating two colors to contrast and a third color for highlights. This three-point color scheme spreads across over a wide range of the wheel.

triangle colors

Rectangle colors: Acting as a dual complementary color scheme, this spreads the range further across the color wheel.
Tip: As with normal complementary colors, use one dominant color and the second for contrast. 

rectangle colors

Square colors: This is a four-point color scheme spread across the full range of color wheel. This can become overwhelming and messy if overused.
Tip: As with the complementary colors, use one or two dominant colors, with the additional colors for highlighting.

square colors

Color Chords: Use this color scheme for any hue, to create a singular tone or mood for your image. 
Pick one color to dominate, a second for support, and a third for accents and highlights.
Tip: Use for creating images in which you require either a warm or cold feeling to dominate.

color chords

The psychology behind choosing the right color for your brand:

The way we perceive color can be related to the universal interpretation, cultural link, or related to our emotions and experiences.

Universal Interpretation of colors: For example, greens and blues are related to earthly elements.

Cultural Interpretation of colors: For example, white is a color worn in weddings in the West but, white is used to mourn the death of a person in the East part of the world.

Personal Interpretation of colors is different for each person.

The choice of color works like magic if taken carefully. 
In a sea of products, color is the first element that catches the eye of a potential buyer.

It is very important to keep in mind the type of emotion that a particular color evokes in us because of a slight change in the color palette can bring about a complete alteration in the meaning of the brand, and the kind of message that a brand wants to convey!

Below are various emotions that are related to each color:

Please feel free to pin the image on your board to keep in handy while making important color decisions in the future!

psychology behind color

By now you must be agreeing with me on the fact that color is not only used for decoration but, it has a bigger purpose to it.
It can make or break your brand value.
Color alone can create a strong subconscious image in the mind of your audience.

It also suggests the core brand values and is the most basic way to make people resonate with your brand, and have a powerful and unforgettable brand identity.

To know more, please check out our comprehensive article on:
How to create a powerful brand identity!