The color orange is one of the secondary colors that is associated with the exotic, fun and enthusiasm. But not only this; The psychology of colors has proposed different meanings and effects depending on the specific shade of orange, as well as different uses.
In this article we will see what it is and What does the color orange mean according to color psychology? as well as some uses in consumer psychology.
The relationship between colors and our mental and subjective processes has been widely studied, not only by psychology, but also by philosophy, physics and other areas of knowledge.
Among the proposals that have emerged from these studies is the idea that colors are an active part of our environment, therefore, they are endowed with a series of meanings. The latter give shape and at the same time They are a reflection of our perceptions and emotions.
Furthermore, they are meanings that have emerged from our cultural interaction with colors. That is, according to the colors They were defined by different human societies in relation to natural phenomena, each one acquired a special meaning, as well as the possibility of activating emotions, thoughts and psychophysical effects.
Pioneers in this field are the studies carried out in the early 1800s by the German novelist and scientist Johann Wolfgang von Goethe, who took up Newton’s theories on the decomposition of light, to analyze the moral effects of colors, as well as the intellectual characteristics , traditional and status depending on the context.
In contemporary times, the studies of Eva Heller are recognized, who tells us, for example, that the color orange was popular in Europe until migration and wars brought the fruit from the East. She likewise proposes that all colors They have not only cultural but psychological meaning and it is also a meaning that can vary if the colors are combined with each other.
How is orange obtained?
By breaking down sunlight into a glass prism Different wavelengths are generated that in turn produce a range of colors: violet, blue, green, yellow, orange and red. From these three combinations of colored lights are derived that can recreate white light. These lights are green, blue-violet and red-orange, which are considered primary colors. The above is known as the Law of mixing the colors of light, or also as the RGB System (Red, Green, Blue), Additive Synthesis, or the Trichrome Process.
However, there is another way to analyze colors. This is the Material Law of Color, also called CMYK System (Cyan, Magenta, Yellow, Key) or Four-Color Process, which is the law that has allowed the generation of inks and the reproduction of color images, which is why it is the most used.
From this law the primary colors red, yellow and blue are derived. The latter are the only ones that are not produced from the mixture of others, but that are They can be mixed together to create all shades that the human eye can appreciate.
For their part, the colors violet, green and orange are known as secondary colors, since they are obtained from the mixture of the primary colors. As with other colors, orange has a wide chromatic range, that is, it is made up of different shades, and each of them can represent different elements.
The different shades of orange have been related to personality traits, attitudes, motivations and emotions. It mainly represents joy, enthusiasm and fun. It has also been related to the exotic, which does not appeal to all people.
It is related to sociability, originality, extraversion, activity or enthusiasm and closeness. On the other hand, some shades of orange represent excessively flashy, a frivolous and conventional attitude; and other tones also represent inadequacy and danger.
Likewise, orange has been associated with lust and sensuality. Its combination with gray evokes discretion and extroversion at the same time ; and the mix between orange and white evokes the striking and at the same time the moderate. The latter is based on Heller’s theory which says that there is a specific combination of colors that has opposite and contradictory effects on a psychological level. In cultural terms it has been used frequently in Buddhism and in relation to Protestantism.
In consumer psychology
Something that psychology has studied is how different brands base their communication with the consumer. through a symbology of shapes and colors. They start from the idea that the use of colors largely determines the success of the message; since colors evoke different emotions depending on the characteristics of the audience they are aimed at. That is to say, color even influences our decisions, which is why it has had important implications in consumer psychology.
Specifically, in consumer psychology, orange, as well as red and yellow, have been associated with stimulation of appetite and flavors so they have been used to advertise different foods and restaurant chains.
Related to this, psychophysical color psychology has found the relationship between the intense orange color and the sweet taste experience. Warm colors such as yellow, red and orange provoke a positive purchase response by its association with optimism.
