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In the winter of 2015, the internet—and by extension the world—lost its collective head over a picture of an ugly dress. In what would come to be known as Dressgate, the population was split as to whether the garment in question was white and gold or blue and black. While most memes are about as profound and lasting as a cat’s desire for cheeseburgers, “The Dress,” as it was also known, seemed to get at something deeper. How could something so seemingly incontrovertible as color be so steadfastly disagreed upon?


The answer, it turns out, lies squarely in the intersection of color psychology and branding. Like brands, colors are ultimately nothing more than perceptions. They exist nowhere but in the mind of those experiencing them. They also have a powerful effect on our emotions (hence the message board vitriol that spilled out like an oil slick over a silly dress.) The psychology of color has been widely explored by experts in academia, pop culture, business and more. And while the emotional effect of colors differs from person to person based on gender, cultural context, personal experience, and neurological variances, there are some general guidelines that have been borne out by countless color psychology studies. An understanding of these guidelines gives you one more tool in the underlying goal of branding: architecting reality by influencing and shaping consumer perception.


article: http://www.ignytebrands.com/the-psychology-of-color-in-branding/

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