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Submitted by on Feb 8, 2021

Color psychology is mainly still in popular psychology or common sense and has been widely associated with culture. The importance of color may well be linked to particular cultures, emotions and situations, although there is very little scientific experience with color or a scientifically valid “color psychology”. Color psychology studies the effects of color on human feelings and behavior. It is generally believed that red makes people happy or emotional. That yellow increases alertness, white is a matter of purity and cleanliness, black evokes a feeling of mystery, loss of anonymity.

Some of the earlier theories about color and its association with psychology go back to Goethe who suggested that colors can have moral associations and tend to produce extreme emotional states such as blue produces tranquillity and red creates emotional states aroused. Luscher, a Swiss psychologist, suggested that individual personality traits could be associated with preferences for specific colors. However, these tests have long been considered unscientific and inaccurate, and no general scientific consensus has been reached on the effects of colors on human emotions. However, color theory and the supposed impact of colors have been widely recognized and applied in all life facets, from advertising to interior design.

Colors that are abundant in nature such as blue, green and brown have greater acceptability and blue as the color of the sky or perceived as the color of water bodies seems to have a soothing protective effect and people combine blue with calm, tranquility and serenity. Green is the leaves’ color and symbolizes new life, personal growth, and change; it is also a well accepted and positive color. Brown is a neutral color which nevertheless represents the earthy aspect, the depth and the healthiness.

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Natural colors are well accepted and universal simply because of their familiarity, and this concept could well be used in colors for advertisements or products. Natural products must be sold in boxes or cans with natural colors or must represent the products’ color. Thus, lemon juice is best sold in a yellow or green container rather than red. In fact, in advertisements and products, red cans are associated with cola, since transparent bottles with blue labels are intended for mineral water and these already established consumer associations should be considered before launching products and advertisements. An utterly black can of any drink can be regarded as mysterious, dangerous or even toxic, and sales can be affected even if the product inside is relatively harmless.

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