In a world with more than seven billion people, an individual needs a unique way to get people to notice him or her or attain uniqueness of a person. Although the most common way that people achieve this goal is through unique names, the application of color is also common for most people. The achievement of individual uniqueness occurs through the choice of color and the application of the same in various elements such as fashion.
In most cases, the choice of color coincides with an individual’s personality, which is one of the most basic indicators of a person’s uniqueness. For instance, people who are sanguine, thus bearing the characteristic personality of being hopeful and optimistic, tend to use bright shades as the colors of choice.
Such individuals opt for bright colors such as orange, yellow, pink, and bright blue as expressions of their personality. In contrast, introverts prefer dark colors to avoid attention, although sometimes the choice can have the inverse effect. For introverts, black and grey have common application in terms of fashion in addition to dull shades of other colors such as navy blue and dark purple.
Apart from application in fashion, the same principle of personal identity applies in individual choice of color for interior designing purposes in most homes. Since a person’s home is his or her personal space, most people prefer the spaces in their homes to bear elements that represent their personalities mainly through the application of color.
Some people prefer monochromes as they create a feeling of the organization while others prefer different colors in different rooms as a way of expressing their creativity. There are endless possibilities to the personal attributes that color can bring out due to its versatility in terms of shades.
One of the most amazing uses of color is its application to influence thoughts and emotions. Over the centuries, people have used color to evoke emotions or thought patterns and even alter thoughts and emotions where necessary. One of the main areas where this concept is prominent is in painting. Artists often use colors to create a sense of connection with their audience through colors that they apply in their paintings.
Dark colors often evoke feelings of sadness and deep thought, while brighter colors evoke feelings of happiness and happy thoughts. Psychologists attribute these feelings and thoughts to the tendency for people to associate the color with objects and experiences that generate specific emotions or thoughts.
For instance, people associate yellow with sunshine and subsequently with warmth and activities that occur during seasons in which sunshine is abundant such as walks on the beach and playing in the grass. This association brings feelings of happiness that people attach with bright colors, as is the case with yellow.
In contrast, most people associate black with unhappy experiences such as death. Although death is not in itself black, most people compare the inward feelings that the loss of loved ones generates to outward experiences such as darkness at night, thus leading to the application of the color black in signifying death and sadness.
This aspect is the main reason for the use of black at funerals, especially in western culture. Kindergartens mainly use bright colors to invoke happiness in children while most hospitals and therapy clinics use cool colors, mainly shades of blue, to create a sense of calm in people within their vicinity.
Symbol of authority
Another prominent use of color is its application as a symbol of authority. This concept mainly applies in the corporate sector, although it is also evident in other areas such as security, as is the case with security enforcement firms and the military. In the business world, dark colors such as navy blue, dark brown, and dark grey invoke seriousness and thus their international acceptance for business apparel such as suits.
Professions such as law go as far as prescribing the color of suits that lawyers should wear as a way of making the seriousness of the profession clear. This choice of color is based on the authoritative psychological picture that the colors indicate to the majority of the population. The same concept is evident in police uniforms.
The military is one of the main institutions in the world that apply the use of color to aid in the expression of authority and sometimes to intimidate enemies. This institution understands the psychological effect that color can have on people and uses it to its advantage. The mode of application of color for the military is the same for most nations around the world, even though some variation is usually evident for differentiation purposes between military institutions from different countries.
Most formal military uniforms around the world consist of variations of black, blue, and green while combat uniforms differ depending on the environmental surrounding of the country.
The main reason for matching the uniform’s color with the environment is for camouflage during the battle, although intimidation serves as another important aspect for an institution’s choice of color. Even within the military ranks, high-ranking officers tend to have darker uniforms than lower-ranking officers have, in most scenarios, as an indication of the chain of authority.
The most common use of color is for its beauty. The versatility of variations for different colors makes it suitable to each’s version of beauty. Beauty is subjective, and thus, everyone in the world has a color preference that qualifies as the most beautiful, depending on the individual. Some people prefer bright colors, others prefer dark colors, and others still prefer mixtures that create unique colors that do not appear on the rainbow, such as peach.
Most people derive their perception of beauty from nature and tend to pick colors that they think are more beautiful than others are, based on an individual’s environment.
For instance, people who prefer surroundings that consist of water bodies are likely to pick light shades of blue as their favorite colors while people who prefer mountainous regions tend to relate beauty with colors evident in plant life such as purple for jacaranda flowers or the green in the grass. People who associate beauty with snowy regions are likely to pick white as their favorite colors while those that associate beauty with animal life choose mixtures and patterns from different colors that remind them of such animals.
Although color has gained universal acceptance as a medium for the expression of beauty, the subjective nature of its definition can sometimes generate controversy. In recent years, new versions for the description of beauty about color have emerged. One such version is the emergence of graffiti as an urban art form that expresses artistic beauty.
Graffiti is a controversial art technique that entails the use of spray paint for the creation of artistic designs, mainly on buildings in urban areas. The source of the controversy lies in the perception of the technique by building owners as vandalism while other people view the same as art. Overall, the essence of the technique is the creation of beautiful art using color, regardless of the differences in definitions that people use about beauty.
Business and product marketing
Various elements are essential in marketing, one of which is color. In essence, most business organizations use color to appeal to their target clientele in a bid to make their products noticeable, which increases purchases. They also consider the impact that their choices of color may have on the image of their organization to the public. To make products stand out, most companies use colors that are attractive to the eye.
The most obvious choice is the use of bright colors as they engage consumers visually, especially in instances where the market place has various other competing products. However, some companies choose colors in consideration of their clientele, with bold and bright colors appealing mostly to children and teenagers while cooler colors in classy designs make the products more attractive to an adult clientele.
For instance, companies that make processed foods and soft drinks mostly use bright colors on their packaging, with a good example being Coca Cola and Pepsi. Companies that sell perfumes, on the other hand, prefer the use of cooler shades for most colors in packaging their products, which in conjunction with the product’s design give an impression of sophistication.
In marketing a company, most organizations carefully select colors on their stationery, business cards, and advertisement media. Although most people would consider such matters as trivial, they are essential in creating and enhancing the image for most companies.
A good illustration is the use of plain white or black paper in most offices and on business cards as opposed to colorful paper used for most birthday cards and decorative paper. Although colored paper would work just as well, most companies prefer white and black as they exude seriousness.