I was always intrigued by our relationship with colors and the importance they play in our lives. I was exposed to color theory in art during my college years. I learned and experienced the physics of light through the camera lens while studying photography and I’ve been fascinated by the science of color and the perception of color by the human eye and brain throughout my career as a designer.

There is a subtle but powerful link between color and every aspect of our lives. You can observe color’s influence at play both in simple, everyday choices: picking a delicious fruit by its ripe and appealing color or choosing what to wear but also in more consequential decisions: such as picking colors for our homes or, in business, choosing the colors that define our brands and products.

What fascinates me is that even though there is a science behind color and there are plenty of rules to follow when using it, there is still a lot of thought to be put behind/in making any color decision. It’s like a puzzle that requires some work in order to come together as a full picture.

Color psychology in branding and marketing is one particular area that I love, mostly because it’s very impactful. The way users experience a product, or a brand can have a major impact on its success. Ultimately, a user or a customer’s experience is subjective, yet all the elements that go into the process of discovering and finding the right color palette are objective. It’s all about context, what you want to accomplish, why and how.

The context of your brand, product or business is essential to the process of choosing the right color palette. What matters the most is what your brand aims to accomplish. What are the feelings, the images or the mood you are trying to elicit? Who is your target market and what is the message you are sending? Most people want to know what the right color is for their brand but this is not an easy question with an easy answer. It really depends! A successful brand or product is one that meets it’s users’ needs in their own specific context.

The perception of color can be subjective but some of the psychological effects of color are universal. Colors can be warm or cool, they can evoke different emotions and feelings, send positive or negative messages, and can even create/trigger physiological reactions. Color can influence how users view and feel the “personality” of a brand. The challenge here is to find the right one. One that is meaningful and relevant to users and tells the right story, your story to the right audience.

Some people feel comfortable and can go through this process on their own, based on their own experience and creativity, leaving their subjectivity to the side and focusing on branding and marketing. For most, however, it is challenging to go through this process alone and it is often important and helpful to have someone with the right skills, creative and critical thinking and an objective unobscured view. For me, this is a journey I very much enjoy embarking on.