How to use colors to evoke powerful emotions 

Remember when Google redesigned its tools and logos? It did not change the colors.

The Apple design supremacy around 2004. It had the right tone and symbolism. 

Yet for most of us, Google is the quickest and easiest way to follow. You recognize it from miles away. So, while Apple designs are a cut over the edge, what makes Google popular. 

Color has been shown to influence everything from the effects of placebo pills to how colors can impact academic test performance. These studies focus largely on the effects of color on emotion and performance, but rarely explore why colors have those effects.

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Much of what we know about color psychology comes from tradition and anecdotal evidence. What we do know is that color does have an impact on people’s perceptions. 

Some of those perceptions are universal, while others are heavily influenced by culture. For example, in most western cultures, white is associated with purity and peace; in many Asian cultures, though, white is associated with death.

Color has a profound effect on brand awareness, increasing brand awareness by up to 80%. It’s also a deciding factor on the products people buy and heavily influences consumer purchasing decisions.

While the meanings of each color are influenced by their exact shade, here’s a brief rundown of the major color families.

User Engagement is directly linked to the color pallet. If you're a designer, artist, or simply someone looking at a piece, on-screen or in real life; your color palette and placement of elements is what changes the whole experience.