How Colors Can Influence You To Have a Different Idea About Someone Or Group
And this influences you much more than you think
When you look at this group dressed in orange above what do you think about them?
Well, this is a Brazilian political party that is linked to liberal ideals whose goal is to become different from any other political party, completely zero corruption and no state funding, only private.
But, the question here is: Why orange?
There’s one thing I want you to understand, in this world of business and politics, NOTHING IS ACCIDENT. Orange didn’t come about because the party maker liked orange, the Simpsons aren’t yellow because it was Matt Groening’s favorite color and not even Steve Jobs dressed that way because he liked it…
Getting back to the heart of the question… :)
There is a shared study between psychology and marketing which is known as the Color Psychology…
The Color Psychology is a study that reveals how the human brain identifies and understands colors in different ways, influencing their emotions, feelings and desires. We can see the performance of colors in advertising, architecture, fashion, design, among others.
Note the message that the orange color is able to convey…
Now you are able to see why the party chose orange as their main color.
Still talking about politics…
In the first direct election for President of the Republic after the 1964 Military Coup, in the year of 1989, there was a profusion of candidates and the consequent multiplicity of colors in political advertising.
Fernando Collor de Mello, the candidate for the Presidency of the Republic launched by an unknown acronym, the National Reconstruction Party (PRN), gave the speech of change, moralization and growth. The candidate’s name written in blue, he used the double “l” to print a color on each one: green and yellow. A strong nationalist appeal that somehow rescued the Diretas Já campaign led by your opponents.
In the same vein, Fernando Henrique Cardoso, four years later, had the colors of national flag in his party’s propaganda and as a symbol, he adopted a typical multicolored bird Brazilian, the toucan. Colorful, but without making any reference to its predecessor deposed by the mobilization popular.
In the three elections disputed by Luiz Inácio Lula da Silva (1989, 1994 and 1998), the red was the symbol color. The electoral failures led the new PT marketer, Duda Mendonça to propose a change in the image of the candidate, who became more concerned with the form and not just the content of
your speeches. Red was too closely associated with the Landless Workers Movement (MST) and, who knows, even a “leftist” proposal, perhaps responsible for the repeated failures. It is this hypothesis is admitted in the account that Mendonça made after the victorious election of 2002, when Lula was elected president of Brazil, replacing the red and the only star in advertising materials with a combination of blue, green, white and red, with several stars to keep the former lonely company PT brand.
Now you understand EVEN MORE about why the NOVO party (‘novo’ means new in portuguese) color is orange, right? In addition to the psychology of colors, a total disassociation with the so-called “velha política” (old politics).
Well, before ending this text, I would like to give you a practical tip, so you can take advantage of it in your day-to-day!
The clothes you wear
We can follow the logic of color psychology to try to influence the people around us…
Most people are concerned about the clothes they are wearing. According to a study published in the Journal of Personality and Social Psychology, this would be explained by the influence that the way of dressing has on the perceived and indicated social identity. In fact, it’s also related to romantic success and results at work.
On the other hand, the choice of colors in dress can be associated with the state of mind. Although there is no evidence that can completely confirm it, it is believed that the tendency to prefer some colors over others has to do with personality.
In case you want to understand better about it, I recommend this post made by the site Science of People: https://www.scienceofpeople.com/color-psychology/