5. Colour Psychology of Brand You

Introducing Colour Psychology

In this blog, we explore the science behind colour psychology of Brand You and how it is used to attract the customers you most want to work with.

Using Your Senses

Colour Psychology of Purpose Brand - The Fourth SpaceThe ear has the dual functionality of hearing and providing balance and we now know that the eye also performs two functions. Light sensitive cells, known as cones, in the retina at the back of the eye send electrochemical signals to the parts of the brain known as the visual cortex. However, we also know that retinal ganglion cells respond to light by sending signals mainly to the central brain region called the hypothalamus. This is a key part of the brain responsible for the secretion of a number of hormones which control many aspects of the body self-regulation including temperature, sleep, hunger and the nervous system

Blue light affects the brain

Colour Psychology of Purpose Brand - The Fourth SpaceFor example, exposure to light in the morning, in particular blue or green light, prompts a release of melatonin which wakes and stimulates the body into action. In the late evening, as the amount of blue light and sunlight reduces, melatonin releases from the bloodstream and we become drowsy. This explains our relative lack of energy in winter compared to summer. There’s a clearly established psychological mechanism through which colour and light can affect the body core functions.

Steven Westland published an article in 2017 in which he describes the psychological effects of colour on humans.  His experiment uses a unique lighting system, which can flood the room with a light of any specific wavelength/colour. He found that red light does indeed increase heart rate while blue light lowers it. A further example of this, is blue lights installation in Tokyo, Yamamote line, to reduce the incidence of suicide. As a result  suicides fell by 74% in stations where blue lights are installed. Similar coloured lighting are also installed at Gatwick Airport and train platforms in the UK.

Feeling Colour Energy

Colours have a symbiotic relationship with energy and matter; every colour has a different energy, frequency and wavelength. And that is why colour can ramify your mood so much. Colours might not dictate your behaviour, but they can influence your decisions. Your judgments affect your mood because colours activate the hypothalamus.

In practice, colours have four main groups. Blue is a colour of loyalty, dependency, honesty, and trustworthiness. It is shows that you’re an expert in your field and exudes a feeling of calm and control. Blue activates the anterior component of the hypothalamus that is in control of the nervous system. It has a calming effect on the body, resulting in contracting blood vessels and decreasing blood flow.

Red is the colour of passion, courage and strength. It is the most powerful colour and increases your pulse rate as it prompts the posterior hypothalamus which, in turn, causes the dilation of blood vessels and increases heart rate.

Green and grey represent harmony and rest. Together, these two colours target the anterior hypothalamus which evokes an anesthetizing effect on the body, helping to induce sleep. Lastly, yellow is the most energetic colour of the bunch, giving a euphoric notion that everything is possible. It has an uplifting and stimulating effect in the body through the sympathetic nervous system.

More of the Colour Psychology of Brand You

Colour Psychology of Purpose Brand - The Fourth SpaceWe’ll explore colour psychology of Brand You  more in future blogs, but the four primary colours can be combined to form any colour in the rainbow and thus give a combination of psychological effects on the human body which can be used to represent your authenticity.


– Nick Horton, The Fourth Space founder
The Fourth Space : Understand,  Own and Launch Brand You





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