From Hue to Heart: Designing with Color Psychology

Creating Meaningful Narratives Through power of color in Art and Design

"For me, each nuance of a color is in some way an individual, a being who is from the same race as the base color, but who definitely possesses a distinct character and personal soul." — Yves Klein

Every individual, regardless of whether they are an artist or not, is inevitably drawn once in lifetime or many times to some particular color which defines them, captivates them or scares them. What we feel about colors is highly significant yet not comprehended enough to understand the psychological effect colors have on us. These hues, whether they soothe, stimulate, or unsettle, speak to the very core of our being in ways that science has yet to completely unravel.

Great Artists have entered into melancholy stages becuase of 'just a color' and evolved into inspiration to create masterpieces that outlive them and have enigma to impact us not only on the surace level but deep enough to prompt a deeper level of reflection in us.

The stories of artists that really impacted me with their color obsession were Picasso’s melancholic obsession with blue phase when he created all the paintings of his late friend and started living his own life like his friend, Yves Klein who got so obsessed with blue that his short yet very impactful life was defined by this passionate affair with the color. Séraphine Louis, a french female artist who created art using colours and pigments that she made herself from unusual and exotic ingredients she never revealed that have stood the test of time for durable vividness, Italian painter ‘Titian’, boldly defied the Renaissance tradition of reserving the color blue solely for depictions of the Virgin Mary, but used it beyond, in his paintings specifically the iconic painting ‘Bacchus and Ariadne’, Frida Kahlo’s tragic journey shifted her soul’s calling from medicine to art, where she used color to express her pain, emotions, and resilience. Her vivid, raw use of color transformed personal suffering into timeless masterpieces that continue to resonate deeply with us all, until today. Each of these artists, in their own unique way, elevated color to a language of the soul, using it to express their innermost emotions and experiences. They boldly challenged tradition and transcended the limitations of time, allowing their works to speak with a depth that resonates far beyond the canvas.

Séraphine Louis (3 September 1864 – 11 December 1942)

On right: Self-portrait of the Italian painter Tiziano Vecellio (c. 1490-1576), better known as Titian. On left: His painting, Bacchus and Ariadne

Frida Kahlo 1.Self-Portrait with Thorn Necklace and Hummingbird, 2.Marxism Will Give Health to the Sick, 3..What I Saw In Water

Yves Klein  French artist and an important figure in post-war European art who developed and used International Klein Blue.

Picasso's Blue Period "I started painting in blue when I learned of Casagemas's death". In choosing austere color and sometimes doleful subject matter—prostitutes, beggars and drunks—Picasso was influenced by a journey through Spain and by the suicide of his friend Carles Casagemas, who took his own life at the L'Hippodrome Café in Paris, France on February 17, 1901.

As time advanced, color evolved into a powerful tool that influenced people's minds in ways beyond the scope of traditional painting. With the rise of advertising, colors became instrumental in either elevating a brand or fueling disdain for it. Among the most manipulative forces in shaping public perception, Coca-Cola expertly harnessed color to propogate an image that swayed the masses, subtly altering their emotional connections and perceptions.

Though the iconic red suit of Santa Claus may seem like an unshakable tradition today, it was once just one of many color choices used to depict him in earlier renditions. Prior to the 1880s, artists and books presented Santa in a wide range of hues. During the Victorian era, his attire was especially varied, with depictions of him in colors like white, blue, brown, and even green. These early portrayals reflected the ever-evolving and creative nature of Santa’s character, long before he was universally recognized as the jolly figure clad in red. It wasn't until the 1880s that Thomas Nast’s illustrations in Harper’s Weekly began to cement the image of Santa wearing a red suit with fur trim, a look that would eventually become the iconic standard we know today. However, even then, this version of Santa wasn't immediately as universally recognized as it is today.

In 1931, Coca-Cola made a groundbreaking move by featuring Santa Claus in their advertisements, with renowned artist Haddon Sundblom bringing the beloved figure to life in a way that would leave a lasting impact. While Sundblom's interpretation of Santa stayed true to the imagery established by Thomas Nast, there was one key change: instead of the traditional pipe, Sundblom’s Santa held a glass bottle of Coke.

While it's true that Santa Claus wasn't always depicted in red, it’s important to recognize that Coca-Cola didn’t create the red-suited Santa—rather, the brand played a pivotal role in cementing this image in the public's mind. By pairing the now-iconic red-clad Santa with a bottle of Coca-Cola, the company’s advertisements intertwined the color red with both the jolly figure and the brand itself, making this combination feel not just familiar, but undeniable and real.

Through this masterful use of color psychology in their marketing, Coca-Cola not only solidified the red-suited Santa as the universally recognized symbol of holiday cheer we know today but also established a deep association between the color red and the spirit of Christmas. The company’s strategic pairing of red with the holiday season effectively reinforced the notion that red is a color of happiness, warmth, and celebration. This created a lasting, emotional connection between the color, Santa, and the joyful atmosphere of Christmas, an imagery, embedded deeply in the collective consciousness of us all.

Color psychology extends far beyond its influence in just a few areas; its effects ripple through countless fields, shaping perceptions and experiences in unexpected ways. One of the most compelling realms where color has a profound impact is the world of moving images—film and animation. In this dynamic form of art, the strategic use of color doesn't just beautify the screen; it plays a crucial role in conveying emotion, guiding audience reactions, and communicating narrative elements. The interplay of colors in motion captures and holds human attention, subtly influencing moods and enhancing storytelling in ways that words alone often cannot.

Here are a few examples of films in which the use of color is deeply symbolic.

The Color of Pomegranates,originally known as Sayat-Nova, is a 1969 Soviet Armenian art film written and directed by Sergei Parajanov.

Sergei Parajanov's 1969 experimental film The Color of Pomegranates presents a strikingly personal portrayal of the 18th-century poet Sayat-Nova. From the very beginning, the film establishes that it is not concerned with a factual recounting of the poet’s life. Instead, it aims to transport us into the poetic realm of Sayat-Nova's subjective experience. The opening images are emblematic: pomegranates placed on a white fabric, their juice bleeding into the cloth, creating the red stain that defines the title. A knife is introduced next, its presence transforming the stain into a symbol of blood. This visually rich sequence sets the tone for the film, which is comprised of carefully arranged, symbolic images. These fragments do not always offer straightforward interpretations; rather, they engage the viewer to contemplate their deeper, metaphorical meanings, drawing us into the mind of a poet who perceives the world in a distinctly lyrical way.

Another film that captivates with its breathtaking use of color is Marie Antoinette (2006), directed by Sofia Coppola, where each frame is a feast for the eyes.

Marie Antoinette (2006)- Directed by Sofia Coppola

The color palette in Marie Antoinette serves as a powerful and evocative tool,drawing the viewer into the protagonist’s emotional and psychological realm. Each scene, bathed in soft, vibrant pastels, becomes a visual representation of Marie Antoinette’s inner life.These colors are not merely ornamental; they function as an extension of her character, reflecting her moods, her desires, and her vulnerabilities. The use of such light, almost dreamlike hues—pinks, blues, and lavenders—softens the harsh realities of her royal position and transports the audience into her delicate world. As the story unfolds, the colors themselves mirror the emotional and psychological states of the characters. The soft, lively pastels not only enhance the aesthetic grandeur of Versailles in its most opulent era but also deepen the viewer’s emotional connection with Marie Antoinette. Unlike traditional portrayals, this film allows us to see her as a vulnerable young woman, born into wealth and power, struggling to navigate the weight of her royal status amidst personal turmoil. Rather than simply presenting Marie Antoinette as a distant, historical icon, the colors draw us into her world, revealing the rawness of her vulnerabilities, the depth of her struggles, and the quiet resilience beneath her royal facade. This vivid use of color creates an emotional intimacy, allowing us to truly feel her journey in a way that traditional portrayals never could.

Only Lovers Left Alive(2013) gothic fantasy comedy-drama film written and directed by Jim Jarmusch

Another film that undoubtedly deserves a mention here is Only Lovers Left Alive. While it may initially present itself as a vampire tale, it transcends the conventional expectations of the genre. Rather than focusing on the traditional tropes of vampirism, the film becomes a meditation on the two central characters—exploring their eternal existence, their intricate bond with one another, their relationship with art, and their reflections on a constantly evolving world. Only Lovers Left Alive is less about vampires and more about the philosophical questions that arise from eternal life, creativity, love, and the search for meaning in an ever-changing world. It's a film that invites viewers to reflect not just on the supernatural, but on what it means to be human and how we navigate a world that constantly shifts. And this all it does with perfect environment set with most eliquent color palette where deeply muted, earthy tones pervade every scene, enhancing the film's glommy, romantic and contemplative mood.

As a viewer, one cannot help but sense the weariness of living for centuries, witnessing the ever-shifting eras around you. Each scene inevitably reminded of the faded beauty of old paintings, their colors softened, dulled and muted by the passage of time and the weight of endless age.

There are countless films in which color speaks to us beyond the barriers of language. To list them all would be an endless endeavor, but as a conclusion, I cannot overlook Russian Ark. This remarkable film, shot in a single continuous take, feels like a meditative journey through time. Meandering through the halls of the Hermitage Museum, it offers an intimate, almost surreal experience of traveling through history, allowing the viewer to witness the grandeur of imperial Russia firsthand, unnoticed by the figures of the past. It is an immersive dance between the present and history, told through the lens of color, movement, and space.

Russian Ark (Russian: Русский ковчег) is a 2002 experimental historical drama film directed by Alexander Sokurov. The plot follows an unnamed narrator, who wanders through the Winter Palace in Saint Petersburg, and implies that he died in some horrible accident and is a ghost drifting through.

By harnessing the language of color, designers and artists shape experiences that resonate far beyond the surface. In the end, color transcends its role as a mere visual element; it becomes the quiet poet of art and design. Through its transformative power, designers and artists breathe life into their creations, shaping metaphorical worlds that are not only seen but deeply felt, that stays with us, not just as something we saw, but as something we felt, making it an unforgettable part of our emotional landscape.