Project Report on Color Psychology

Course: Introduction to Psychology

Section: 01
Group Members:

 Muhammad Shehryar BBA191036

 Hassan Khan BBA191069
 Ali Ahmad Siddiqui BBA191079
 Umair Zaheer BBA191098

Submitted to: Ms. Rabia Habib

Contents
Introduction of color psychology:................................................................................................................2
Food for Thought.....................................................................................................................................2
Basic colors and their interpretation...........................................................................................................3
Green.......................................................................................................................................................3
Orange.....................................................................................................................................................3
Blue.........................................................................................................................................................3
Red..........................................................................................................................................................3
Purple......................................................................................................................................................3
White.......................................................................................................................................................4
Black........................................................................................................................................................4
Brown......................................................................................................................................................4
McDonald....................................................................................................................................................4
Logo.........................................................................................................................................................5
Psychological reasoning behind colors in logo of McDonald...................................................................5
Animal Planet..............................................................................................................................................6
Logo.........................................................................................................................................................6
Psychological reasoning behind colors in logo of Animal planet.............................................................6
Conclusion...................................................................................................................................................7
Recommendations.......................................................................................................................................7
References...................................................................................................................................................7
Annexure.....................................................................................................................................................8
Introduction of color psychology:
Color psychology is the study of color or shades as a determinant of human
behavior. Color influences perceptions that are not clear. Color is more than a visual experience.
It is also a psychological one that can radically affect mood and emotion. It is a classic form of
communication that can project your personality and set the tone in each room of your home.
Reactions to color can be subjective, but generally, certain types of colors produce particular
responses. Warm colors like red, yellow and orange can produce feelings of warmth or
aggressiveness, while cool colors like green and blue can be calming or depressing.

what does it all mean? Why are people more relaxed in green rooms? Why do weightlifters do
their best in blue gyms?

Colors often have different meanings in various cultures. And even in Western societies, the
meanings of various colors have changed over the years. Color psychology is also widely used in
marketing and branding. Marketers see color as important, as color and can influence a
consumers' emotions and perceptions about goods and services. Logos for companies are
important since the logos can attract more customers. This happens when customers believe the
company logo matches the personality of the goods and services, such as the color pink heavily
used on Victoria's Secret branding. Colors are also important for window displays in stores.
Research shows that colors such as red tended to attract spontaneous purchasers, despite cool
colors such as blue being more favorable.

Food for Thought

While blue is one of the most popular colors it is one of the least appetizing. Blue food is rare in
nature. Food researchers say that when humans searched for food, they learned to avoid toxic or
spoiled objects, which were often blue, black, or purple. When food dyed blue is served to study
subjects, they lose appetite.

Green, brown, and red are the most popular food colors. Red is often used in restaurant
decorating schemes because it is an appetite stimulant.
Basic colors and their interpretation

Green
Green is the color of nature. Calm and relaxing, green can also be described as joyful,
harmonious, energized and filled with life. Those who like green are said to believe in balance,
stability and persistence. Bring energy to a room by painting it a shade of lime green.

Orange
Orange is considered wholesome and fruitful. It demands attention while symbolizing balance,
warmth, vibrancy and enthusiasm. Those who like orange are friendly and get along with
everyone. Orange stimulates appetite and can add spice to a dining area.

Blue
Blue is one of the most popular colors. It causes the opposite reaction as red. Peaceful, tranquil
blue causes the body to produce calming chemicals, so it is often used in bedrooms. Blue can
also be cold and depressing. Fashion consultants recommend wearing blue to job interviews
because it symbolizes loyalty. People are more productive in blue rooms. Studies show
weightlifters are able to handle heavier weights in blue gyms.

Red
Red, the color of confidence, excitement and energy, is the most psychologically stimulating of
colors. Those who like red are passionate, energetic, outgoing and courageous.

Purple
The color of royalty, purple connotes luxury, wealth, and sophistication. It is also feminine and
romantic. However, because it is rare in nature, purple can appear artificial.

White
White represents youth and cleanliness and creates a cool, refreshing feeling. Those who like
white prefer a contemporary style. Warmer shades of white help make a room feel cozier, while
cooler shades tend to achieve a more formal feel.
Black
Associated with power, elegance, formality, death, evil, and mystery.
A mysterious color associated with fear and the unknown.
Usually has a negative connotation (blacklist, black humor).
Denotes strength and authority; it is considered to be a very formal, elegant, and respected color.

Brown
Solid, reliable brown is the color of earth and is abundant in nature. Light brown implies
genuineness while dark brown is similar to wood or leather. Brown can also be sad and wistful.
Men are more apt to say brown is one of their favorite colors.

McDonald
McDonald's Corporation is an American fast food company, founded in 1940 as a restaurant
operated by Richard and Maurice McDonald, in San Bernardino, California, United States. In
1955, Ray Kroc, a businessman, joined the company as a franchise agent and proceeded to
purchase the chain from the McDonald brothers.
There are more than 32,000 McDonald's restaurants serving in 117 countries. More than 75% of
McDonald's restaurants worldwide are owned and operated by independent owners.
McDonald's has several ethical and social responsibility policies in place throughout their solely
owned and franchised companies. These policies include placing the customer experience at the
core of what they do, committing to their employees by nurturing their talent and rewarding their
achievements, maintaining high standards regarding the conduct for business, and giving back to
the communities in which they are established. All of these values are infiltrated through all
levels of the company, which keeps McDonald's thriving as a successful fast food chain
restaurant.

Logo
No one thinks of the golden arches without thinking about McDonald’s. The McDonald’s logo
has slightly changed over the years before they settled on what it still is today in 2003. Shortly
after the very first restaurant opened, the architect Stanley Clark Meston was hired to update the
building. He incorporated two large golden arches on either side of the building that came
through the roof and into the sky. When Ray Kroc took over the business in 1961, he created a
logo that incorporated the two golden arches to form an “M” for McDonald’s.

Psychological reasoning behind colors in logo of McDonald

The colors red and yellow were chosen for a specific reason. The color red is stimulating and is
associated with being active, energetic. It also increases heart rate, which helps to jumpstart your
appetite. The color yellow is associated with happiness, optimism, and friendliness and is the
most visible color in daylight, so that’s why a McDonald’s logo is so easy to spot on a crowded
road.

The brain processes color before it processes words or shapes, so that’s why the fast-food chain
chose these two colors for their logo and brand. Red and yellow makes you hungry, encouraging
you to want to buy the product they sell, while also making you feel happy. But McDonald’s
color psychology isn’t the only way they make money the real way they make money doesn’t
even have to do with their food.
Animal Planet
Animal Planet is an American pay television channel owned by Discovery, Inc. First established
on October 1, 1996, the network is primarily devoted to series and documentaries about wild
animals and domestic pets.
The channel was originally a joint venture with BBC Worldwide, and favored educational
programming such as nature documentaries. In 2008, Animal Planet adopted a more mature
programming direction, with an emphasis on aggressive and predatory portrayals of animals, as
well as an increase in reality programs following personalities involved in animal-related
occupations and investigations. Animal Planet rebranded again in October 2018, shifting back
towards a more family-oriented direction, despite still airing some mature programs.
As of January 2016, approximately 91,603,000 households receive Animal Planet.

Logo

On October 16, 2018, Animal Planet unveiled a new logo that took effect on October 28,
bringing back the elephant from the 1996–2008 logo. The new branding symbolizes a new
mission of "keeping the childhood joy and wonder of animals alive by bringing people up close
in every way." The new branding coincided with the premieres of Amanda to the Rescue and
Crikey! It's the Irwins. The on-screen settings were designed by Chermayeff & Geismar &
Haviv.
Graphically, the new logo of Animal Planet embodies the brand - bold, robust and animal-
centric. According to the team at Dunning Eley Jones, the agency that developed the logo, the
sideways 'M' is the "animal heart of the logo. It is instinctive, gut-driven; it 'feels before it
thinks'.

Psychological reasoning behind colors in logo of Animal planet

At first a green logo is that of Animal Planet. It shows wildness, nature and animals all in a
simple yet explanatory logo that stands-out and speaks for itself with its different shades of
green.
But now primary application of the logo is in blue but it also is seen in white and black
dependent on the background and images used. The logotype also changes color in these
instances.
Blue color which means of trustworthiness and shows loyalty and also to bring out calm the main
aim of the blue color of animal planet logo is keeping the childhood joy and wonder of animals
alive by bringing people up close in every way and white color in it shows and represent the
youth creates a cool and refreshing feelings that’s why it sometime changes its color to white and
black is for power and mystery.

Conclusion
Colors have power, if we use our knowledge of color psychology well, we can enjoy massive
success in our business, career and personal life.
While designing our company’s logo we can have a good selection of logo colors to attract
customers and making our business profitable aiming youth every age of people and their minds
reaction toward color can give us a success that’s why its important to have a knowledge behind
the colors.

Recommendations
In my opinion animal planet should use green color because green shows wildness, nature, is
restful cheerful and health giving as this tv channel mostly show us the nature about animals
forest etc. so this can be a good choice previous logo was of green color it was good with adding
some white color which represent youth children mostly take interest in these type of channels so
it’s the best but they changed it to blue may they have something best in their minds as they are
running most successful channel it was just my recommendation about it.
For McDonalds in my viewpoint, there must be slightly orange color shade in the red color at the
one side of McDonald’s logo because this color features includes friendliness, cheerfulness and
playfulness and enthusiasm and this color can attract customers more and the sale can
increase.

References

https://www.britannica.com/science/color/The-psychology-of-colour
https://www.quicksprout.com/psychology-of-color/
https://www.colorpsychology.org
https://www.infoplease.com/color-psychology
https://www.rd.com/food/fun/mcdonalds-logo-yellow-red/#:~:text=The%20color%20yellow
%20is%20associated,for%20their%20logo%20and%20brand.
https://www.designweek.co.uk/issues/22-28-october-2018/animal-planet-logo/
https://graf1x.com/color-psychology-emotion-meaning-poster/
Annexure
Group member work:
Hassan Khan BBA191069
(Introduction to color psychology, food for thought, basic color and their
interpretation)
First 6 Slides
Ali Ahmad Siddique BBA191079
(Company 1)
Company 1 Slides
Umair Zaheer BBA191098
(Company 2)
Company 2 Slides
Muhammad Shehryar BBA191036
(Conclusion, Recommendations, Annexure)
Conclusion Slide