The psychology of colors- Part one: Fashion

One of the first things a visitor notices about this art house is an artist celebrating color in its highest value.

His visual focus in creating pieces of clothing is heavily based on the use of color and form.

So, it was  a natural thing for us to investigate on the psychology of colors and their associations to human emotions for you guys.

How does all that fit in with fashion and how important is it when it comes to choosing  the colors you wear?

Well, you attract what you project, right?

Human associations with color are driven by our senses, language, objects and forms , as well as our personality characteristics.

And that means the colors you wear convey messages about your mood and personality almost automatically.

Ribbet sweaters
SpARTakos uses abundant color combinations in his clothing lines. Here we have a selection of his fitted sweaters on Liveheroes

 However, colors are not universal to all humans in all cultures.

Some languages don’t have any words for green, blue, yellow or orange.

For example, Eskimos use 17 words for white for different snow conditions, when globally there are only 4 or 5.

Another example of cultural differences could be the colors that are associated with mourning.

In western cultures black is associated with death and mourning, but in other cultures around the world colors like white, purple, and gold are used(Britannica: “color”).

So we decided to keep the topic of cultural differences and similarities aside and centre this post on western conceptions of color to avoid mixups.

Let’s dive in….

According to Britannica, the most important aspect of color in daily life is probably the one that is least defined and most variable.

It involves aesthetic and psychological responses to color and influences art, fashion, commerce, and even physical and emotional sensations (Britannica: “color”) .

So, how do colors influence people?

Have you ever wondered how the colors you’re sporting on your clothing can have an effect on your personal and professional relations?

Here’s some information we gathered about common emotions stimulated by the use of different colors:


Red creates a sense of energy and urgency.

It is a resonant, stimulating, and passionate color.

It shows you have physical strength, courage, and and a strong sense of survival It is also known to boost the autonomous nervous system.

Blue, on the other hand,  provides a sense of security and boosts productivity.

By wearing this color you give the impression of being trustworthy and responsible,but also a person with fresh vibes.

Blue tends to relax the nervous system as it inspires calmness and reflection.

Orange promotes a sense of optimism, fun, and vitality.

It is a  welcoming and  energizing color.

It gives out warmth, physical comfort and security as well as passion and abundance.

Green creates a sense of harmony and promotes decisiveness, serenity, and wealth.

It inspires concentration, universal balance and equilibrium with a spark of refreshment and restoration.

Purple develops a feeling of creativity and stimulates problem solving skills. It is the color of  nostalgia and mystery.

It is also associated with spiritual awareness, truth, quality and meditation.

Yellow is a bright and optimistic color.It creates a sunshine effect, and stimulates creativity.

SpARTakos on Shopvida
Color and form art mixture on this SpARTakos ethical fashion silk clothing line on Shopvida. These statement pieces are made with socially conscious women in mind.

Black is associated with elegance and boldness.

It is a formal, sophisticated color,  which adds value to your appearance.

It carries a sense of security,  emotional safety,  substance and efficiency.

White gives out a clean and pure feeling.

It alludes to  hygiene  and simplicity and enhances clarity.

It is a  refreshing color.

 Pink is very often related to the color emotions of love, nurture, and warmth.

Brown is a naturalistic color.

It shows  reliability and  support.

The following emotions color scheme groups it all up:

color psychology

Now, let’s take the issue on the reverse…

In a survey, people were asked to choose the color they associated with particular words.

Here are some of the results:

Trust: Most chose the color blue (34%), followed by white (21%) and green (11%)

Security: Blue came out on top (28%), followed by black (16%) and green (12%)

Speed: Red was overwhelmingly the favorite (76%)

Cheapness: Orange came first (26%), followed by yellow (22%) and brown (13%)

High Quality: Black was the clear winner (43%), then blue (20%)

High Tech: This was almost evenly split, with black the top choice (26%) and blue and grey second (both 23%)

Reliability: Blue was the top choice (43%), followed by black (24%)

Courage: Most chose purple (29%), then red (28%), and finally blue (22%)

Fear/Terror: Red came in first (41%) followed by black (38%)

Fun: Orange was the top choice (28%), followed closely by yellow (26%) and then purple (17%)

The above guidelines are widely used in the advertising industry, following detailed surveys in color emotion guides and the psychology of colors.

The following graph is a proof of how seriously top brands address this issue in their logo designs and brand colors:


Have we sparked your imagination and curiosity just a little bit? That was the plan!

If you want to read more on the subject we have a list of useful links at the bottom of this post.

Feel free to drop us a line about anything.

We love people 🙂

The SpARTakos  team


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