By Michelle Lewis – Color Psychology Expert & Founder, Color Institute™
When it comes to the experience of color in our world, it’s a relatively small industry. Search for “color expert” and you’ll mainly find people with experience in color design, color theory or color science. Search for “color psychology expert”? Maybe less than a handful worldwide.
The main shock is realizing that we, as an evolved society, have a plethora of experts who understand how to apply color across industries (think Pantone®). However, there is NO standard of expertise when it comes to correct color interpretation.
Until now.
Here at the Color Institute™, we are passionate about creating a bridge between how we feel, think and respond to color with how it’s applied in our daily life worldwide. Color isn’t just something we see, it’s a responsive force that morphs and changes throughout history. What blue means now and how we respond to it differs greatly from even 100 years ago.
Yet, most industries do not hold themselves to a standard of correct color interpretation, leading to conflicting messaging, missed opportunities and even cultural triggering throughout collective human history.
We’re finally at a time of innovation, curiosity and openness to prioritize the human response with correct color interpretation and application where ethical standards are valued and even mandatory.
It’s time for a Color Revolution.
The Problem: Why Color Interpretation Needs a Universal Standard
Despite the deep emotional and psychological impact of color, all industries lack a defined methodology for accurate color interpretation; often applying it with no strategic intention at all. We see this across branding, marketing, leadership, healthcare, education, and even architecture.
- Brands misinterpret color psychology, relying on outdated generalizations (e.g., “yellow means happy” without considering context, culture and industry-specific nuance).
- Corporations design offices with drab, uninspiring environments that dampen morale instead of strategically using color to enhance productivity, focus, and well-being.
- Healthcare facilities fail to leverage the power of healing colors to improve patient outcomes and reduce stress.
- Educators miss out on color-coded learning environments that could boost retention and cognitive function – even test-taking!
We have worked with thousands of clients all over the world – seeing massive positive impact with even slight color shifts. Higher engagement rates, better test taking, increased employee morale and even faster healing…all due to the interpretation and application of color.
If color is this powerful, why has no one established a universal system for correctly interpreting and applying color psychology?
We’re not sure exactly why, but we know it doesn’t currently exist.
So we decided to create it.
The Color Revolution: Why Color Is The World’s Missing Link
The way color is used today is antiquated. Decisions are based on gut hopes, arbitrary design trends or marketing assumptions rather than data-backed psychological insights.
Color isn’t just about aesthetics—it’s a psychological trigger, a decision-making force, and a nonverbal language that influences everything from trust to conversion rates. Yet, most industries don’t recognize this or leverage it correctly.
(By the way, we originated the theory that color is a universal language in our bestselling book – Color Secrets: Learning The One Universal Language We Were Never Taught in 2022.)
Consider these color-powerful insights:
- Studies show that color increases brand recognition by 80% (ColorCom), yet most companies randomly choose their brand colors without deep psychological consideration.
- Color influences purchasing behavior by up to 85% (Straits Research), but advertisers fail to contextualize how colors impact different demographics, cultures, and psychological states.
- Workplace productivity can be boosted (or destroyed) by color choices (Singh, Dishita. (2024)), yet corporate interiors remain dull, sterile, and uninspired.
- In healthcare, exposure to certain colors has been linked to reduced anxiety, faster recovery times, and improved patient well-being (Clinical Advisor), yet hospitals still rely on sterile whites and institutional grays.
The data is clear: Color is a tool for change, but without proper interpretation, it’s a wasted opportunity.
A huge part of this missed opportunity is lack of awareness. Until now, one of the only industries that heavily prioritized color interpretation were advertising companies with a desire to force higher sales to children (What The Children Told Us, Tim Spofford).
Our goal is to raise awareness of the power of color psychology, introduce a way to correctly interpret and apply it and to help industries inject it, ethically, worldwide.
The Impact: How Correct Color Interpretation Can Transform Industries
Branding & Marketing
Color plays a pivotal role in shaping brand identity and influencing consumer behavior. Research indicates that color can increase brand recognition by up to 80%. (Ignyte Brands) A simple color shift can mean the difference between a forgettable brand and an iconic one.
Case Study: Heinz
Take Heinz, for example. When the company introduced its green ketchup in 2000, sales skyrocketed, leading to over 10 million bottles sold in just seven months (Smithsonian Magazine). Consumers were drawn to the novelty and emotional response of seeing an unexpected color in a familiar product. This shows that color changes can drastically influence consumer behavior when leveraged correctly.
Case Study: Coca-Cola
Coca-Cola’s strategic use of the color red exemplifies effective color branding. Red evokes feelings of energy, excitement, and passion, aligning perfectly with Coca-Cola’s message of happiness and enjoyment. By consistently incorporating red into its logo, packaging, and marketing campaigns, Coca-Cola has established a strong and memorable brand identity that resonates with consumers worldwide. (JM&Co)
Case Study: McDonald’s
McDonald’s utilizes bright red and yellow in its branding to excite and stimulate customers, encouraging quick service and turnover. This strategic use of color influences customer behavior, making McDonald’s a go-to fast-food destination for millions. (JM&Co)
We have seen color psychology shift businesses dramatically time and time again with the use of strategic color placement. Focusing on the desired emotional state of the customer, and making sure we are keeping ethical standards high, it behaves almost like a match-making service…linking the customer with their correct business match for a positive experience.
Read more on using color psychology in branding and marketing here
Corporate Leadership & Workplace Productivity
Color has a profound effect on employee engagement and workplace satisfaction. A study from the University of Texas found that workers in dull, neutral-colored offices (gray, beige, and white) reported increased feelings of sadness and fatigue (Research Gate) In contrast, workplaces that incorporated blue and green hues saw higher levels of focus and efficiency. Google, for example, deliberately uses a spectrum of bold, vibrant colors in their offices to encourage creativity and collaboration, proving that intentional color design can boost morale and
productivity.
The colors within a workplace environment significantly affect employee mood, productivity, and overall well-being. (Clarus)
Case Study: Tech Startup Office Redesign
In 2015, a tech startup in San Francisco transformed its office from a dreary gray to a vibrant palette of blues, greens, and yellows. Employees reported a significant boost in morale and creativity; productivity increased by approximately 15% within a few months. This change mirrors findings from the University of Texas, which showed that specific colors can influence moods and cognitive abilities. (Vorecol)
Framery
Framery, a manufacturer of soundproof private spaces for open offices, emphasizes the impact of color on productivity. Lasse Karvinen, Head of Product at Framery, highlights that colors can influence mood and productivity levels, leading the company to offer customizable color options for their office pods to suit various work environments. (Forbes)
Accounting Offices
Accounting firms often utilize light blue in their office interiors to promote calmness and concentration. This color choice is associated with soothing the mind and encouraging clear thinking, which is essential for tasks requiring high attention to detail. (Clarus)
Creative Agencies
Creative agencies frequently incorporate yellow accents into their workspaces to stimulate innovation and energy. Yellow is linked to emotional stimulation and can inspire creative thinking, making it a suitable choice for environments where brainstorming and creative development are key activities. (ReviewStudio)
We were asked to consult with a large company on redoing their brand palette based entirely on color psychology and to then inject those colors into their 22,000 square foot office space. After identifying key emotions of their customers, we were able to generate a strong color palette based in blues, greens, purples and yellows – in a strong true hue family. Once we applied these designs to the walls, the effect was immediate. Office morale went up, brand ambassadors were secured, and the company has just launched a new product suite.
These examples demonstrate how strategic use of color in office design can positively influence employee behavior, mood, and productivity.
Read more about utilizing color psychology in business and leadership here
Healthcare & Well-being
Hospitals traditionally use white and gray tones, believing them to be neutral and sterile. However, research has shown that patients in hospital rooms with soft blue and green walls experience lower stress levels and faster recovery times (University Of Florida)
Additionally, pediatric wards painted in bright, cheerful colors have been linked to reduced anxiety and improved emotional well-being in young patients (NIH). Implementing correct color interpretation in healthcare settings can directly enhance patient recovery and satisfaction.
Last year, we had the opportunity to collaborate on a powerful article for Clinical Advisor highlighting the power of color psychology in healthcare spaces. It’s since been picked up by Cariology Advisor, Optometry Advisor, Pulmonology Advisor, Sleep Wake Advisor and Psychiatry Advisor.
There is so much science and research into chromotherapy and the effectiveness of color in healing. We hope the word will continue to spread so healthcare spaces can incorporate color psychology into their practices – while being aware of how powerful color can be and cautiously approach color choices.
Read more about color psychology in healthcare and wellness here
Education & Learning Environments
A study conducted by The University of Salford found that classroom design, including color choice, can impact a student’s learning progress by up to 25% (BBC). Bright, stimulating colors like yellow and orange were found to enhance memory and creativity, while softer tones like blue and green helped improve focus and concentration. Schools that strategically implement color in classrooms see higher engagement and better academic performance among students.
Students are waking up to the power of color. Most of us grew up in colorful kindergarten classrooms, where color slowly faded as we advanced into elementary, middle and high school. By college, color has completely disappeared.
We consult with students often who are doing reports on the power of color in different schools all over the United States. Our hope is to get our curriculum into prevalent universities so we don’t continue to lose color in our society’s architecture, healthcare, government, healthcare…it all starts in our learning environments.
Retail & Consumer Behavior
Retail design is one of the most strategic applications of color psychology, and studies confirm its measurable impact on consumer behavior. Research shows that up to 90% of consumers make instant judgments about a store based on color alone within the first 90 seconds of entering (ArchDaily). This subconscious response highlights the importance of intentional color use in retail environments.
Impulse buying is also heavily influenced by color. Bright hues like red and orange trigger urgency and excitement, making them effective in clearance sales and promotional displays (Floow Talent). Retailers such as Target™ use red in their branding and in-store signage to encourage quick decision-making and increase impulse purchases. Meanwhile, blue promotes trust and security, leading to longer customer dwell times and higher purchase intent, which is why many financial institutions and tech brands incorporate blue tones into their stores
and online presence.
Beyond impulse buying, color can shape a brand’s identity and customer perception. Luxury brands often utilize deep purples and golds to evoke feelings of exclusivity and prestige, a strategy seen in high-end chocolate brands and premium retailers (Creative Displays Now). By aligning color with a product’s perceived value, businesses can strategically attract and retain their ideal customers.
These examples demonstrate how correct color interpretation can enhance retail experiences, boost sales, and strengthen brand identity. A store’s color choices aren’t just aesthetic—they directly impact revenue and customer engagement… Studies show that storefronts with red and orange tones tend to attract impulse buyers, whereas blue-themed stores promote feelings of trust and stability, leading to longer dwell times and higher purchase rates (Psychology Today)
The fine line with retail is choosing color with a high ethical standard. Yes, red, orange and yellow make us hungrier, but should those always be used with fast foods – especially ones that use harmful chemicals in their products? We, of course, aren’t the authorities to answer this.
However, what we can do is teach ethical standards in our color psychology curriculum so – as more color psychology experts rise – they are trained to take a stand for what is right and how to keep morale standards high.
The Color Institute™: Creating the Universal Color Psychology Standard™
The world is driven by color, yet most industries fail to harness its full potential. From boardrooms to classrooms, from storefronts to hospital rooms, the colors around us shape our emotions, behaviors, and decisions. The ability to correctly interpret and apply color psychology is no longer a luxury – it is a necessity. Companies, organizations, and leaders who recognize this shift will be the ones who stand out, engage their audiences more deeply, and create environments that foster success. This is not just a trend; it’s a fundamental shift in how
we interact with the world.
At The Color Institute™, we are setting the first-ever universal standard for color interpretation – ensuring that color is applied correctly, strategically, scientifically and with measurable impact across industries.
We are the authority on:
- Color Psychology Research – Backed by science, not speculation.
- Industry-Specific Color Interpretation – Ensuring every industry uses color to its advantage.
- Data-Driven Color Strategies – Bringing precision and intentionality to branding, marketing, leadership, education, and healthcare.
Color isn’t just art—it’s strategy, science, and psychology.
We are at a unique crossroads in history. To let color slowly fade into the background, potentially pivoting society to become less emotional, passionate and deep-thinking… or to fully embrace color to more strongly calibrate the human experience into one of passionate progress that’s for the betterment of the world.
We’ve decided on the latter.
What will you decide?
Welcome to The Color Revolution.
