By Thom Davies
As seen in
Key takeaways:
Objective: Brands have historically leveraged color psychology to associate themselves with certain moods, emotions, or characteristics. As social media and augmented reality expose many people to an ever more visual world, we wanted to check in on traditional assumptions about consumer perception of color.
Colors included in the survey: Red, blue, yellow, green, purple, orange.
Question: Which characteristics do you associate with the following colors? Choose up to two.
Audience: A general panel of American consumers aged 18 – 64.
Which characteristics do you associate with the following colors? Choose up to two.
Psychological color theory may not be universal, but key themes have emerged from our findings, including an association between red and excitement, and blue and calm.
If you’re interested in digging deeper into our findings, or asking your own questions on consumer and branding topics, contact Atom’s Communications Lead Lotte Reford to learn more.
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Thom Davies is a researcher at AtomRadar and content strategist for Atom.com. His background in quantitative and qualitative analysis is the foundation for data-led brand strategy.
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