Color Psychology and Communication

Messages and emotions of primary colors

Color directly impacts the nervous system and emotions. Red is the color with the greatest physical impact; it raises the heart rate and creates a sense of urgency.

It is associated with power, passion and determination, being ideal for moments where action or aggressive leadership is required.

Yellow is the color of the mind and intellect; it communicates optimism, creativity and social accessibility, although in excess it can generate anxiety or instability.

Blue, on the other hand, is the color of calm and logic; it conveys confidence, honesty and conservative authority, which is why it is the standard in corporate and financial environments.

Semiotics of neutral and secondary colors

Secondary and neutral colors bring complex nuances. Green is the great balancer; being in the center of the spectrum, it does not tire the eye and conveys health, renewal and freshness.

Orange is the color of playful communication and sociability; it is less aggressive than red but very stimulating, ideal for creative or informal environments.

Black, technically the absence of light, communicates mystery, barrier and absolute authority; it is sophisticated but can create emotional distance if overused.

White projects purity, new beginnings and efficiency, although it requires impeccable neatness to maintain its message of perfection.

Strategic use in personal marketing

The psychology of color is not esoteric, it is functional. We can deliberately alter others' perceptions and our own moods through clothing.

If a client needs to project closeness and empathy, we suggest avoiding all-black and opting for warm browns or greens.

If you need to impose respect and efficiency in a negotiation, dark navy blue or charcoal gray will be your allies.

We can even use color to manage emotions: if someone is feeling apathetic, wearing orange or red can inject a dose of vital external energy that influences their internal disposition.

Summary

Each color impacts the nervous system. Red creates urgency and physical power; Yellow communicates intellect and accessibility; Blue conveys calm, logic and conservative authority in corporate environments.

Secondaries and neutrals nuance the message: Green balances, Orange stimulates sociability, Black imposes barriers of authority and White projects purity and efficient new beginnings.

We can use color strategically to alter the perception of others and our own mood. Using warm tones injects vital energy, while dark tones impose respect and distance in negotiations.