Colors evoke emotions conditioned by personal associations, our culture, and historical context.” – Ana Melikian

The power of color is well-leveraged across advertising, marketing, branding, and more, but color's influence goes beyond companies and logos—it’s all around us, at every turn, wherever we are.

Today, I walk through how I view the power of color and how it changes across different cultures and periods.

I discuss: 

• The significance of colors in branding (+ the emotions they conjure)
• Historical context and evolution of color meanings
• The personal impact of color choices in daily life

The significance of colors in branding (+ the emotions they conjure)

What do you think of when you see the color red? 

Likely, it brings ideas of energy, passion, excitement, etc. Bright Coca-Cola cans, the crisp YouTube logo, Netflix’s calling card, cherry red nails, Americana red lipstick, fresh ripe strawberries.

All these reds elicit certain emotions, and brands have learned this to a T. 

What about blue? 

Blue is most associated with trust, stability, calmness, etc. Finance companies, technology, Facebook, Twitter (now X), LinkedIn, still lakes and tranquil blue skies, swimming pools, and robin eggs tucked into nests, all share themes of blue. 

Most self-help books focused on positivity have yellow colors. B-Corps favor greens because of their connection to nature. 

Of course, there are exceptions to these rules, but there is a code. Think about Rolodex, the iconic Swiss watchmaker—they use the gold crown in the logo because it is a symbol of status and luxury. You also have brands like Tiffany, the jewelry brand with that iconic Tiffany blue. 

There is an evolution of color meanings to the point that a brand can give a certain meaning to a color, too.

Historical context and evolution of color meanings

A perfect example of color meaning evolving is pink. 

I recently attended a lecture focused on Barbie and the power of pink. They brought a panel of people in to discuss the history of pink and how it shifted over time.

In the beginning, it was a luxury color, difficult to acquire, and very expensive. It was also considered a masculine color; only in the past century has it become associated with femininity.

Yellow also has gone through quite a change, being originally associated with jealousy and dishonor, and now considered a representation of happiness and optimism. 

Purple was a difficult color to get—it was reserved for royalty and religious figures—and now it represents creativity, imagination, spirituality, the new age, etc. It's fascinating to think about.

Even in the ancient traditions, from religions and eastern traditions; for instance, the colors of the chakras. Each chakra is associated with a color and has a specific symbolism. From the crown chakra associated with violet—the enlightenment connection, spirituality, universal conscience—to the root chakra is symbolized by red—stability, grounding, and physical well-being.

Colors have always adapted to how we apply them to our surroundings and lives, routines, and beliefs, and that fact is still true today.

The personal impact of color choices in daily life

When you decide to go to an event, do you have a favorite color you wear because you feel more confident, or it makes you shine? 

That is a meaningful choice. 

What about a lipstick shade? Or a specific piece of jewelry, like a ring or watch? Each choice reflects something about how we feel or wish to feel.

Or maybe you have a place you go when you’re feeling stressed or overwhelmed—does it have lots of bright colors or calm ones? Or if you’re feeling down, what environment and colors lift your spirits?

The way we relate to our environment has a sizable impact on how we feel and think. All these are important things that usually fly under the radar—we’re usually not aware of them.

Remember to pause. Notice the colors around you. Look in the mirror—what colors are you wearing right now? What emotions do they bring out in you? 

The more we pay attention to how colors impact our motivation levels, mindset, and feelings, the more we can learn to leverage them to set us up for success.

What is your favorite way to use color? When was the last time you studied the colors in your surroundings?

Be sure to check out my full episode for further insights about the power of color!