Color Magic: Science in Motion
HumanX by IA Retail
Authored By
Carlotta Dove (Consumer Experience Director, Retail)
HumanX by IA Retail is a research initiative to transform retail design by understanding consumer needs and behaviors.
In this issue, we explore the world of color theory and how we can use psychological principles to curate brand experiences in the built environment. How do humans perceive colors? What core emotions can colors evoke? And what design strategies can we use to elevate consumer experience? Read on to find out.
The color red, what does it evoke in you?
anger? passion? energy?
68%
Associate red with love.
26%
Associate yellow with joy and happiness.
34%
Associate blue with trust and safety.
43%
Associate white with relief.
39%
Associate green with contentment.
Sensing emotions through color is a universal human experience.
90% of our initial impressions are based on color.
Stepping into the power of color.
Tuning into color means entering a world of non-verbal communication governed by memory, emotion, and rewards.
Color Experience Drivers
Used strategically, color can act as a powerful lever of emotions, connector of spaces, and enabler of cultural cohesion.
Community Cohesion
Color sparks creative responses that can open our mind to different perspectives, inspiring conversations to bring people together.
A vital cue for group survival on an evolutionary level, hot colors like red, yellow and orange evoke energy, spark interactions and alertness of community.
Psychological Safety
Colors have a psychological impact on human behavior and decision-making.
Neutral, nature-based and cool colors like blue, brown, green, and grey are typically associated with calmness, tranquility, and relaxation. They can create a sense of stability and security, making them ideal for promoting a feeling of safety.
Intuitive Recall
Colors play a significant role in brand identity and recognition.
Designers can use color theory to create cohesive and memorable brand experiences that resonate with target audiences and communicate brand values effectively.
Designers can use color theory to create cohesive and memorable brand experiences that resonate with target audiences and communicate brand values effectively.
Perceptual Diversity
Consideration of color contrast for accessibility is crucial for ensuring that designs are inclusive and usable by everyone, including those with visual impairments.
Neuro-inclusivity should be considered in color theory, including introduction of high and low stimulatory zones.
Neuro-inclusivity should be considered in color theory, including introduction of high and low stimulatory zones.
Community Cohesion
Explore warm and vibrant color scales for shared experience zones, to spike energy and encourage mutual exchange.
Community Immersion & Creative Sparks
subtle pops of color
energy areas saturated with warmth
joyful invitations to connect
Psychological Safety
Assuage the stressors of contemporary life through sensory calming and reassuring and trust-evoking color grades. Best suited for smaller, relationship building zones.
blue & green hues evoking trust & safety
calming immersion through neutral PALETTE
safety signaling through zoning
creating grounding nature
Intuitive Recall
Foster sub-conscious, intuitive brand connections throughout the built environment.
subtle nods to brand scheme and hues
subconscious brand associations
storytelling through space
Perceptual Diversity
Cater to unique perceptual differences through inclusive variety, extend senses, and introduce zonal differentiation.
low sensory environments for de-stimulation
accessible signage and color contrast
zonal differentiation
The impact of color in evoking emotions and strengthening brand and community connections is profound.
Brands have a unique opportunity to harness the power of color within their built environments by thoughtfully considering the purpose of their retail space and zones, and introducing elements that elicit emotions and reactions—whether energizing, calming, or surprising—to create a deeper and more engaging consumer experience.
The beauty of color is that even minor adjustments can have a significant impact, and exploring what works can be a low-risk, flexible process that leads to lasting improvements and stronger relationships with consumers.
Carlotta Dove
Director of Consumer Experience and Head of HumanX, Retail
Carlotta is the Director of Consumer Experience at IA’s Retail Studio and has over 8 years of experience working with brands on both retail and workplace projects. She heads up the HumanX lab, a research initiative deep-diving into societal trends impacting retail brands. As a psychologist, Carlotta is passionate about transforming the way we work, play and live through human-centric strategy and design ideation. Carlotta graduated from the University of Göttingen with a Master’s Degree in Research and Neuropsychology.
References
Being You – A New Science of Consciousness. Faber & Faber (2020)
The Brain – 10 Things You Should Know. Orion Publishing (2022).
Colour Assignment (Joe Hallock). https://www.joehallock.com/?page_id=1281#pref.
Color Psychology Facts and Statistics (Colorlib, 2019). https://colorlib.com/wp/color-psychology-facts/
Color Psychology: Does It Affect How You Feel? (Very Well Mind, 2024). https://www.verywellmind.com/color-psychology-2795824
The Impact of Color With Susan Magsamen (2023). Muuto Magazine. https://www.muuto.com/content/stories/theme-stories/the-impact-of-color-with-susan-magsamen/
The Processing of Color Preference in the Brain (2018). Chris Racey, Anna Franklin & Chris M. Bird
Wednesday Is Indigo Blue: Discovering the Brain of Synesthesia, MIT Press (2009). Richard E. Cytowic & David M. Eagleman