Colors as a Medium of Non-Verbal Communication

Presented by:
1.Gaurav Joshi
2.Adesh Jain
3.Piyush Kumar
4.Deep Bajaj
 “The ofmost
Colors as a Medium important
Non-Verbal thing
Communication
in communication is to hear
what isn’t being said”
Peter F. Drucker
Presented by:
1.Gaurav Joshi
2.Adesh Jain
3.Piyush Kumar
4.Deep Bajaj
Nonverbal Communication
Greater percentage of our daily communication?
 You see colors in everything around you, every moment of
the day—but do you ever stop to think about the impact
each of those colors is having on you?

Colors have a very significant effect on us

both psychologically, and even physiologically! 
What do
colors Certain colors can change our state of mind, or even affect
communicate? our physical state.

As an entrepreneur or designer, it’s essential to be aware

of these color meanings to help you choose your colors
wisely and tap into the magical power of color psychology.
The Psychology of Color in
Marketing and Branding
 Let’s break these colors down one-by-one:
Misconceptions around
the psychology of color

• It’s because personal preference, experiences,

upbringing, cultural differences, and context
muddy the effect individual colors have on us.
• So the idea that colors such as yellow or purple
are able to evoke some sort of hyper-specific
emotion is about as accurate as your standard
palm reading.
• But there’s still plenty to learn and consider if we
humbly accept that concrete answers aren’t a
guarantee. The key is to look for practical ways to
make decisions about color.
 Dimensions of Brand Personality
• Psychologist and Stanford professor Jennifer Aaker has
conducted studies on this very topic, and her paper
titled “Dimensions of Brand Personality” points out
five core dimensions that play a role in a brand’s
personality.

• Brands can sometimes cross between two traits, but

they are mostly dominated by one. While certain
colors do broadly align with specific traits (e.g., brown
with ruggedness, purple with sophistication, and red
with excitement), nearly every academic study on
colors and branding will tell you that it’s far more
important for colors to support the personality you
want to portray instead of trying to align with
stereotypical color associations.
 Color trends for men and women
Men’s and women’s favorite colors

• It’s important to note that one’s

environment—and especially cultural
perception—plays a strong role in
dictating color appropriateness for
gender, which in turn can influence
individual choices.
• Consider, for instance, this coverage by
Men’s and women’s least favorite colors
Smithsonian magazine, detailing how
blue and pink became associated with
boys and girls respectively, and how it
used to be the reverse.
Impact of colors in branding

• Red – For Danger, Passion,

Excitement & Energy
 Impact of colors in
branding

•  Yellow – Optimistic,
Cheerful, Playful & Happy
 Impact of colors in
branding

• Green – Natural, Vitality,

Prestige & Wealth
 Impact of colors in
branding

• Blue – Communicative,
Trustworthy, Calming &
Depressed
 Impact of colors in
branding

• Purple – Royalty, Majesty,

Spiritual & Mysterious
 Impact of colors in
branding

• Black – Sophisticated,
Formal, Luxurious &
Sorrowful
Thank You