Color. It’s everywhere. It is woven into peoples’ daily lives by the leaves that are changing and the shirt they are wearing. Humans instinctively understand the universal language of color. Its combinations determine how color is perceived in the same way musical notes create a melody. The energy and complexity behind color can influence moods, reactions and even buying habits.

Color is a necessity in brand recognition. Color immediately triggers an emotion or reaction in consumers that causes attraction. Companies can create a brand identity based on color. On Fifth Avenue in New York, the Elizabeth Arden Red Door Salon did just that.

Companies such as IBM, a computer software company, have used color tactics to attract consumers. IBM advertised using a billboard that changes color based on what color shirt the person standing in front of it is wearing.

Similarly, the marketing improvement company Kissmetrics has expressed how color influences consumers’ purchases. For example, orange suggests fierceness that pushes a sale, while blue gives a sense of trust and security and is often used in banks. Purple is soothing and often used in beauty products.

The energy of color is so powerful that it has helped cure or adjust internal clocks. The color clock Chromo helps a user understand the time. It potentially has a cure for jet lag, Seasonal Affective Disorder and other light- and time-related illnesses. The two hormones serotonin and melatonin can react and create balance in the body from color.

Below is a list of reactions and emotions colors provoke. 

• Blue — Tranquility, love, loyalty security, trust, intelligence, fear, masculinity
• Red — Love energy, power, strength, passion, heat, anger, danger, warning
• Brown — Friendly, earth, outdoors, longevity, conservative, dogmatic, conservative
• Green — Money, growth, fertility, freshness, healing, envy, jealousy, guilt
• Pink — Healthy, happy, feminine, compassion, sweet, playful, weak, immaturity
• Yellow — Bright energy, sun, irresponsible, unstable
• Orange — Courage, confidence, friendliness, success, ignorance, sluggishness
• Black — Protection, dramatic, classy, formality, death, evil, mystery
• White — Goodness, innocence, purity, fresh, easy, clean
• Silver — Glamorous, high tech, graceful, sleek
• Gold — wealth, prosperity, valuable, traditional

Color affects how people feel, what people buy and can potentially heal illnesses. Colors, and the energy associated with each, are present throughout nearly every aspect of one’s life.