The Pinterest board above was created by one of my clients, Emily Gerald. Some common associations with yellow include caution, cheerfulness, cowardice, curiosity, happiness, joy, playfulness, positivity, sunshine, and warmth. Yellow is also viewed as being spontaneous and unstable. Men usually perceive yellow as a very lighthearted and childish color, so you don’t see it very often in expensive product advertising for car manufacturers or men’s clothing stores. This color is attention-grabbing (which explains why taxis are yellow) and it can also represent caution (think yield-signs and traffic lights). Yellow is a go-to color for positivity, happiness, and warmth. (You’re probably already subconsciously aware of many of these!) So before you dive into the steps below, take a look at these common color associations. If you want to create a color palette that attracts your ideal audience and accurately represents your brand, you have to have a basic understanding of color psychology. How you use color also affects the visibility of your brand and reinforces brand recognition by up to 80%.
In fact, research has confirmed that 60% of people will decide whether or not they’re attracted to a message based on color alone. It’s a tool that gets your audience to see what you want them to see, feel what you want them to feel, and do what you want them to do. Color is a powerful communication tool and is often used by designers to encourage action, influence mood, and tap into emotions.
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