Digital Library

Understanding Color Choice as a
Form of Non-Verbal Communication

Just like the words friendship, snowshovel or parrot elicit different emotions, each color or combination of colors draws out different human responses. Even more interesting, the same colors tend to provoke similar responses in different people.  These natural color associations produce deeply rooted feelings that are much more powerful than rational thoughts based on facts and figures.  Colors awaken memories, stimulate the senses, convey feelings, represent abstract ideas, and evoke emotions that can influence our moods, thinking, behaviors, and decision-making.  In fact, color choice can be deemed a form of non-verbal communication.  

Colorful Living

In your home, color has a profound influence on the people in it.  Of course you want your home to represent your personality and preferences, but in a room where you spend hours, the psychological implications of color must be considered to create spaces that are energetic, relaxing, or passionate.

Connection with Audience

If you are an entrepreneur, you want to cultivate a strong emotional connection with your clients. The problem is you can’t tell your company’s entire life story to every potential customer.  Eureka, your branding colors can speak for you. Colors can be a powerful tool to represent ideas, feelings and emotions; they can form an emotional connection directly to your clientele’s hearts, if you know how to use them.  Color plays an essential role in how your brand is perceived, and you don’t want to convey a wrong impression.  The colors in your work space can also affect a mood, cognitive functions, creativity, and productivity.

Zeroing in on the Vibes of Color

People have been so fascinated by colors and their relationship to mankind that a science and art formed around the meanings of colors.  Philosophers, artists, physicians and poets speculated on matching colors to character traits and occupations.   Color enthusiasts hypothesized that the colors we choose say a lot about our physical, mental and emotional state or our vulnerabilities and weaknesses.  Psychologists debated how certain colors produced certain emotions.  Scholars debate whether social learning or repeated pairing of color to particular notions or experiences resulted in color associations.  

More recently experts in the psychology of color have made significant strides studying the various affects colors have on people.  They can use advanced technology to visually map how each color affects a person’s mood, cognitive functions, creativity, and productivity.   Their findings are more convincing.   

We cannot say with accuracy that any color evokes hyper-specific emotions.  There simply are no clear-cut or definitive characteristics that apply to any color.  However, years of study and numerous research projects have consistently shown that specific colors elicit characteristic emotional responses in humans.  For instance, studies revealed colors like blue and green were consistently calming and made it easier for people to relax.  Vibrant hues of red and orange produced energetic and passionate responses, while neutral shades made people feel more serene.

Interior designers use color psychology to create spaces that evoke a desired effect.  Fashionistas choose empowering wardrobes to dress for success.  Branding experts and marketing gurus use color symbolism to drive political and business campaigns.  

Learn more about the Vibes of Color

Anyone can tap into the magical power of color symbolism. Whether you are designing a brand, decorating a space in your office or home, or selecting what to wear to influence communication with clients or  colleagues, it is essential to be aware of these color meanings so that you can choose your colors wisely.


Effective Listening Guide library Coffee Break inspiration library 

Related to this topic:

Close-up Look at the Best Listeners

We tend to seek out good listeners when we want to bounce ideas around because they are partners in communication.  Good listeners are disciplined in these 8 priorities which sets them apart from the average.

Overcome the Barriers to Effective listening

Listening is key to getting along with people.  Several underlying factors can affect your ability to listening well or effectively.  There are easy strategies to overcome whatever stands in your way.

Dealing with a Person who is a Poor Listener?

Listening is a skill.  So is making people listen to you.  You want to be heard and understood by the pople you work with.  Here's how to approach difficult situations with a poor listener. 

Involuntary Non-Verbal Cues do no Lie and cannot be Concealed 

It is a scientific fact - no matter what words or gestures we choose to use, our inner thoughts ooze and flash subconsciously to the surface as insightful non-verbal cues to tell the truth of our emotions.

Be Aware of your own Body Language 

People pay attention. Your face and body stir, move and sway in sync with your feelings and words; it relay the truth of the emotions you are feeling.  Your body sends messages even when you are quiet.

How to Interpret the Body Language of Liars

We encounter different kinds of liars and problems due to dishonesty.  ​We cannot always pick our clients or the people we work with.  We can learn how to read the non-verbal signs so we know how to spot a liar.