I C O N I C D E T A I L S

Psychology Of Color    

Show Up, Speak Up & Stand Out 

Branding is something to BE, not something to do.

ICONIC DETAILS = Visual Statement + Symbolic Intention + Persona Perspective

Ashley Roda 

Founder & Creative Director “The Persona Stylist”

p) 541-301-6554 e) Ashley@IconicDetails.com w) IconicDetails.com

Psychology of Color ┃2018 © Iconic Details

Primary Colors = Can not be made from other colors

Secondary Colors = Are made by mixing 2 primary colors

=

Tertiary Colors = Primary + Secondary

Psychology of Color ┃2018 © Iconic Details

Warm Colors = Think of colors in a sunset + those who tan easily are considered to have “warm” undertones

Cool Colors = Think of a cool winter day + those who burn easily are considered to have “cool” undertones

TINT TONE SHADE

Tint = Color + White

Tone = Color + Gray

Shade = Color + Black

Psychology of Color ┃2018 © Iconic Details

Psychology of Color  Emotions: POS Emotions: NEG IN BUSINESS CHAKRA OTHER RED

Action Power

Energizing Passion Desire

Strength Love

Excitement Attention-getting

Stimulating Assertive

Driven Success

Emergency Confident

Anger Aggression

Over-bearing Dominating

Quick-tempered Intolerant Rebellious Resentful Violent Stress Failure

- Strong pos or neg

- Encourages buyers to take

action - On website to

show energy and passion

- Used as a warning sign

Root Chakra: Survival

Elimination Self-preservation

“I DO, I AM”

- ⇑ Heart rate - ⇑ Breathing

- ⇑ Blood pressure - ⇑ Pulse

- ⇑ Enthusiasm - ⇑ Action

- ⇑ Confidence

GEMSTONE Garnet Ruby

Blood stone

ORANGE

Healthy Happy

Attractive Friendly

Confident Energetic Healing Change

Adventurous Affordable

Social Creative

Superficial Dependent

Self-indulgent Pessimistic

Cheap Unsociable

Overly proud

- Caution - The most disliked

color - Great color for

food and hospitality industries

-Great for sports -Peach is great for

beauty industry

Sacral Chakra: Sexuality

Reproduction

“I FEEL, I WANT”

- ⇑ Appetite - ⇑ Socialization

- You love or hate the color

GEMSTONE

Amber Carnelian

Psychology of Color ┃2018 © Iconic Details

Emotions: POS Emotions: NEG IN BUSINESS CHAKRA OTHER YELLOW

Optimistic High Energy

Cheerful Innovative Intelligent Inspiration Attention

Warm Energetic

Mental clarity Happiness Youthful

Optimistic Logical

Academic

Critical Judgmental Analytical Impatient Egotistical Deceitful

- Helps decision making

- New ideas -Good for products

that promote playful activity - Can create

anxiety in older people

- Use it when you want to move people quickly

through something

Solar Plex Chakra: Power

Will Power Digestion

“I CAN, I DO”

- ⇑ Brain activity - ⇑ Nervous system - ⇑ Communication - Activates memory

GEMSTONE

Citrine Topaz Calcite

GREEN

Growth Calming

Kind Natural Balance

Rejuvenating Healthy Peaceful

New beginning Nutrition Success

Dependable Tactful

Generous Adaptable Flexible

Envy Possessive Materialistic

Selfish Do-gooder

- ⇑ socializing - Heath and

healing industries - Natural, safe and

organic - Novelty

- Dark green = good for financial

work - Use when you

need someone to see both sides of a

situation

Heart Chakra: Love

Respiration

“I LOVE”

- Soothes - Relaxes you mentally and

physically - Elevates

depression and anxiety

GEMSTONE

Jade Emerald Apatite

Psychology of Color ┃2018 © Iconic Details

Emotions: POS Emotions: NEG IN BUSINESS CHAKRA OTHER BLUE

Trusting Calming Stable Power

Strength Dependable

Shy Loyal

Conservative Intelligent Integrity Tactful

Reliable Responsible

Authority Orderly

Rigid Emotional

Too conservative Predictable Unforgiving Manipulating

Unfaithful Distrust

- Conservative corporate business - Communication

websites for individuals

- Tech, medical, cleaning, male

industries - Dark blue

inspires integrity and honesty, used in politics, religion and legal areas

Throat Chakra: Expression

3rd Eye: Perception

Intellect

“I SPEAK, I EXPRESS”

- Helps intuition - Calming

GEMSTONE

Lapis Topaz

Moon Stone Aquamarine Labradorite

PURPLE

Wisdom Respect Royal Luxury Wealth

Sophistication Creative

Imaginative Spiritual Psychic Intuitive

Humanitarian Future

Immature Impractical Pompous Corrupt

- Websites for women and

children - Academics use it to inspire intellect - Shows wealth

- Lavender is good for targeting

women

Crown Chakra: Spirituality

“I AM, I UNDERSTAND”

- Uplifting - Calms mind and

body - Encourages

creativity

GEMSTONE Amethyst

Psychology of Color ┃2018 © Iconic Details

Emotions: POS Emotions: NEG IN BUSINESS CHAKRA OTHER BLACK

Authoritative Control

Protection Rich

Power Mysterious

Elegant Strength Dramatic

Sophisticated Death Strong Formal

Sophisticated Endings & Beginnings

Aloof Depressing Secretive

Conservative Serious

Controlling Sadness Negativity

- Good for luxury, elegance and sophistication - Black makes

items seem heavier and more

expensive - Sign of class

- Music industry - Great with jewel

tones

N/A - Emptiness - Mysterious

- Evokes since of potential or possibility

- Fear

GEMSTONE Onyx

Hematite

WHITE

Purity Truth

Innocence Healing

Goodness Peaceful

Cleanliness Equality Simplicity Pristine

New beginnings

Sterile Stark Empty

Isolated Critical Boring

- Helps reflect other colors

- Hi-tech products - Kitchen and

health products - Can be elegant as at a wedding

N/A - Mental clarity - Evokes purity - Fresh Start

GEMSTONE

Diamond Opal

Quartz

 

Psychology of Color ┃2018 © Iconic Details