the psychology of color in graphic design
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Psicología del color Diseño gráfico Percepción visual Comunicación emocional Identidad visual Cultura del color
The study “The Psychology of Color in Graphic Design” aims to analyze how color psychology influences visual perception, emotional communication, and identity construction in contemporary graphic messages. It seeks to understand the relationship between color, emotion, and culture, as well as to strengthen its strategic use in creative design processes. The research employs a systematic review methodology, this approach was developed in five stages: formulation of research questions, definition of search criteria, selection and inclusion of documents, categorization of studies, and data extraction. A total of 28 documents published between 2021 and 2025 were reviewed, obtained from Google Scholar and NotebookLM, following criteria of relevance, theoretical pertinence, and direct relation to color psychology. Among the main results, it was found that color acts as a determining factor in the viewer’s perception and emotional response, supported by neuroscience and visual perception studies. The reviewed works show that colors generate physiological and cognitive reactions, in addition to possessing variable cultural meanings depending on the context. Likewise, six key areas of application were identified: visual identity, advertising, editorial design, digital design, emotional marketing, and sustainable design. In conclusion, the research confirms that color psychology is an essential tool for contemporary graphic design. Beyond its aesthetic function, color is consolidated as a visual language that communicates emotions, values, and symbolic meanings, strengthening the connection between brand and audience through coherent and emotionally effective visual experiences.
(Domestika, 2023; ESDesign, 2024). ¿Qué es la armonía del color y qué tipos hay? https://www.domestika.org/es/blog/8439-que-es-armonia-del-color-y-que-tipos-hay
(Mimi Panda, 2022). Psicología del color: guía del significado de los colores. https://mimi-panda.com/es/espanol-blog/psicologia-del-color-guia-del-significado-de-los-colores/
(Neil Patel, 2023; Social Media Pymes, 2022). 5 Visual Marketing Case Studies That Will Teach You the Power of Images. https://neilpatel.com/blog/5-visual-marketing-case-studies-that-will-teach-you-the-power-of-images/
(Shutterstock, 2023). Significado del color en la cultura del mundo. https://www.shutterstock.com/es/blog/los-colores-en-culturas-mundo?dd_referrer=https%3A%2F%2Fnotebooklm.google.com%2F
Barrientos Monsalve, E. J., Velásquez-Carrasca, B. L., & Hoyos-Patiño, J. F. (2021). Contemporaneidad de las corrientes del pensamiento en los paradigmas de investigación. Aglala, 12(S1), 163–181. Recuperado a partir de https://revistas.curn.edu.co/index.php/aglala/article/view/2128
Barrientos-Monsalve Ender José, Sotelo-Barrios Mauricio Enrique y Hoyos-Patiño Johann Fernando (2023). METODOLOGÍA DE LA INVESTIGACIÓN. Guía práctica para la formulación de proyectos de investigación con ejemplos en áreas de administración y diseño. Primera edición. Ocaña, Norte de Santander: Universidad Francisco de Paula Santander; Bogotá: Ecoe Ediciones, 100 páginas. ISBN 978-958-503-827-1 (impreso) -- 978-958-503-828-8 (digital) https://n9.cl/36lba
Bayona - Boneth, Y., Palencia - Boneth, L. Y. ., Hoyos - Patiño, J. F., Velásquez - Carrascal, B. L. ., y Garcia - Quintero, C. L. . (2023). Tendencias actuales del Packaging en los productos agropecuarios. Revista Científica Profundidad Construyendo Futuro, 18(18), 37–48. https://doi.org/10.22463/24221783.3837
Chang, H.-C., et al. (2014). A Cross-Cultural Analysis of Symbolic Meanings of Color. Chang Gung Journal of Humanities and Social Sciences, 7(1), 49-74.
Chang, Y. Y., Lin, M. C., Huang, K. L., & Chang, W. H. (2013). Cultural Color Inspiration: Learning Color Context in Cultural Reflections. Applied Mechanics and Materials, 311, 275-280.
Colour Semantics of the Cultural Landscape. (2022). Arts, 12(3), 111.
Escola d’Art i Superior de Disseny de Vic. (s.f.). Psicología del color. https://perio.unlp.edu.ar/catedras/wp-content/uploads/sites/125/2020/04/Psicologia-del-color.pdf
Escola d’Art i Superior de Disseny de Vic. (s.f.). Psicología del color. https://perio.unlp.edu.ar/catedras/wp-content/uploads/sites/125/2020/04/Psicologia-del-color.pdf
Feedough. (2024). Psychology of Color in Marketing & Branding. Feedough. https://www.feedough.com/psychology-color-marketing-branding/
Gupta, J., Rao, C. S., & Padmashree, P. (2025). The Psychology of Color in Marketing: How Visual Elements Affect Consumer Perception. Journal of Marketing & Social Research, 2(3), 128-133.
Hapy.Design. (2024). Color Psychology in UX: How It Influences User Behavior. https://hapy.design/journal/color-psychology-in-ux/
Hoyos-Patiño, J. F. (2024). Guía presentación documento (Metodología de Investigación, Diseño Gráfico FESC-Ocaña). https://doi.org/10.13140/RG.2.2.19912.33288
Ineurociencias. (2024). Neurociencia de los colores. https://ineurociencias.org/neurociencia-de-los-colores/
Interaction Design Foundation. (2024). Color in UX Design. https://www.interaction-design.org/literature/topics/color
MoldStud. (2024). The Psychology of Color in UI/UX Design. https://moldstud.com/articles/p-the-psychology-of-color-in-uiux-design
Park, Y., & Guerin, D. A. (2002). Meaning and Preference of Interior Color Palettes Among Four Cultures. Journal of Interior Design, 28(1), 27-39.
Paschoarelli, L. C., Moreira da Silva, F., & Norte da Silva, J. M. (2024). Colour in Product Design and its Influence on User Experience (UX) and Usability (US): A Cross-Sectional Study. Estudos em Design, 32(3), 180-192. https://www.researchgate.net/publication/386381156
Patiño, J. F. H., Carrascal, B. L. V., Bautista, D. R., & Díaz, N. G. (2023). Impacto transformador de la inteligencia artificial y aprendizaje autónomo en la producción agropecuaria: un enfoque en la sostenibilidad y eficiencia. Formación Estratégica, 7(1), 40-55. https://formacionestrategica.com/index.php/foes/article/view/111
Revelo Sánchez, O., Collazos Ordoñez, C. A., Alejandro, J., & Toledo, J. (2018). La Gamificación como estrategia didáctica para la enseñanza/aprendizaje de la programación: un mapeo sistemático de literatura. Lámpsakos (Revista Descontinuada), 19(19), 31–46. https://doi.org/10.21501/21454086.2347
Shagyrov, D., & Shamoi, N. (2024). Color and Sentiment: A Study of Emotion-Based Color Palettes in Marketing. arXiv preprint. https://arxiv.org/abs/2407.16064
Singh, N., & Srivastava, S. K. (2011). Impact of Colors on the Psychology of Marketing — A Comprehensive Overview.
Steiner, K., & Florack, A. (2023). The Influence of Packaging Color on Consumer Perceptions of Healthfulness: A Systematic Review. Nutrients, 15(20), 4521. https://pmc.ncbi.nlm.nih.gov/articles/PMC10648973/
Suárez, R. G., Rodríguez, L. A. J., & Patiño, J. F. H. (2024). Edificación y pilar social: educación transformadora y equitativa. https://doi.org/10.59899/edi-pila, https://www.researchgate.net/profile/Ramiro-Suarez/publication/384043947_Edificacion_y_pilar_social_educacion_transformadora_y_equitativa/links/66e5fd3e2390e50b2c8d73a9/Edificacion-y-pilar-social-educacion-transformadora-y-equitativa.pdf
The Good, the Bad, and the Red: Implicit Color-Valence Associations Across Cultures. (2022). Psychological Research, 87, 704-724.
Velásquez Carrascal, B. L., Hoyos Patiño, J. F. ., Hernández Villamizar, D. A., Sayado Velasquez, L. N., Sayago Velásquez, J. E., & Vargas Yuncosa, J. A. (2020). (DIE) - MODELO PARA EL DISEÑO DE IDEAS DE EMPRENDIMIENTO. Revista Facultad De Ciencias Agropecuarias -FAGROPEC, 12(1), 52–64. https://doi.org/10.47847/fagropec.v12n1a5
Watson Creative. (2024). The Psychology of Color in Branding: Forecasting Emotion, Shaping Identity. https://www.watsoncreative.com/insights/the-psychology-of-color-in-branding
Wieringa, R., Maiden, N., Mead, N., & Rolland, C. (2006). Requirements engineering paper classification and evaluation criteria: A proposal and a discussion. Requirements Engineering, 11(1), 102–107. https://doi.org/10.1007/S00766-005-0021-6/METRICS
Won, S., & Westland, S. (2017). Colour Meaning and Context. Color Research & Application, 42(4), 450-459.
The study “The Psychology of Color in Graphic Design” aims to analyze how color psychology influences visual perception, emotional communication, and identity construction in contemporary graphic messages. It seeks to understand the relationship between color, emotion, and culture, as well as to strengthen its strategic use in creative design processes. The research employs a systematic review methodology, this approach was developed in five stages: formulation of research questions, definition of search criteria, selection and inclusion of documents, categorization of studies, and data extraction. A total of 28 documents published between 2021 and 2025 were reviewed, obtained from Google Scholar and NotebookLM, following criteria of relevance, theoretical pertinence, and direct relation to color psychology. Among the main results, it was found that color acts as a determining factor in the viewer’s perception and emotional response, supported by neuroscience and visual perception studies. The reviewed works show that colors generate physiological and cognitive reactions, in addition to possessing variable cultural meanings depending on the context. Likewise, six key areas of application were identified: visual identity, advertising, editorial design, digital design, emotional marketing, and sustainable design. In conclusion, the research confirms that color psychology is an essential tool for contemporary graphic design. Beyond its aesthetic function, color is consolidated as a visual language that communicates emotions, values, and symbolic meanings, strengthening the connection between brand and audience through coherent and emotionally effective visual experiences.
(Domestika, 2023; ESDesign, 2024). ¿Qué es la armonía del color y qué tipos hay? https://www.domestika.org/es/blog/8439-que-es-armonia-del-color-y-que-tipos-hay
(Mimi Panda, 2022). Psicología del color: guía del significado de los colores. https://mimi-panda.com/es/espanol-blog/psicologia-del-color-guia-del-significado-de-los-colores/
(Neil Patel, 2023; Social Media Pymes, 2022). 5 Visual Marketing Case Studies That Will Teach You the Power of Images. https://neilpatel.com/blog/5-visual-marketing-case-studies-that-will-teach-you-the-power-of-images/
(Shutterstock, 2023). Significado del color en la cultura del mundo. https://www.shutterstock.com/es/blog/los-colores-en-culturas-mundo?dd_referrer=https%3A%2F%2Fnotebooklm.google.com%2F
Barrientos Monsalve, E. J., Velásquez-Carrasca, B. L., & Hoyos-Patiño, J. F. (2021). Contemporaneidad de las corrientes del pensamiento en los paradigmas de investigación. Aglala, 12(S1), 163–181. Recuperado a partir de https://revistas.curn.edu.co/index.php/aglala/article/view/2128
Barrientos-Monsalve Ender José, Sotelo-Barrios Mauricio Enrique y Hoyos-Patiño Johann Fernando (2023). METODOLOGÍA DE LA INVESTIGACIÓN. Guía práctica para la formulación de proyectos de investigación con ejemplos en áreas de administración y diseño. Primera edición. Ocaña, Norte de Santander: Universidad Francisco de Paula Santander; Bogotá: Ecoe Ediciones, 100 páginas. ISBN 978-958-503-827-1 (impreso) -- 978-958-503-828-8 (digital) https://n9.cl/36lba
Bayona - Boneth, Y., Palencia - Boneth, L. Y. ., Hoyos - Patiño, J. F., Velásquez - Carrascal, B. L. ., y Garcia - Quintero, C. L. . (2023). Tendencias actuales del Packaging en los productos agropecuarios. Revista Científica Profundidad Construyendo Futuro, 18(18), 37–48. https://doi.org/10.22463/24221783.3837
Chang, H.-C., et al. (2014). A Cross-Cultural Analysis of Symbolic Meanings of Color. Chang Gung Journal of Humanities and Social Sciences, 7(1), 49-74.
Chang, Y. Y., Lin, M. C., Huang, K. L., & Chang, W. H. (2013). Cultural Color Inspiration: Learning Color Context in Cultural Reflections. Applied Mechanics and Materials, 311, 275-280.
Colour Semantics of the Cultural Landscape. (2022). Arts, 12(3), 111.
Escola d’Art i Superior de Disseny de Vic. (s.f.). Psicología del color. https://perio.unlp.edu.ar/catedras/wp-content/uploads/sites/125/2020/04/Psicologia-del-color.pdf
Escola d’Art i Superior de Disseny de Vic. (s.f.). Psicología del color. https://perio.unlp.edu.ar/catedras/wp-content/uploads/sites/125/2020/04/Psicologia-del-color.pdf
Feedough. (2024). Psychology of Color in Marketing & Branding. Feedough. https://www.feedough.com/psychology-color-marketing-branding/
Gupta, J., Rao, C. S., & Padmashree, P. (2025). The Psychology of Color in Marketing: How Visual Elements Affect Consumer Perception. Journal of Marketing & Social Research, 2(3), 128-133.
Hapy.Design. (2024). Color Psychology in UX: How It Influences User Behavior. https://hapy.design/journal/color-psychology-in-ux/
Hoyos-Patiño, J. F. (2024). Guía presentación documento (Metodología de Investigación, Diseño Gráfico FESC-Ocaña). https://doi.org/10.13140/RG.2.2.19912.33288
Ineurociencias. (2024). Neurociencia de los colores. https://ineurociencias.org/neurociencia-de-los-colores/
Interaction Design Foundation. (2024). Color in UX Design. https://www.interaction-design.org/literature/topics/color
MoldStud. (2024). The Psychology of Color in UI/UX Design. https://moldstud.com/articles/p-the-psychology-of-color-in-uiux-design
Park, Y., & Guerin, D. A. (2002). Meaning and Preference of Interior Color Palettes Among Four Cultures. Journal of Interior Design, 28(1), 27-39.
Paschoarelli, L. C., Moreira da Silva, F., & Norte da Silva, J. M. (2024). Colour in Product Design and its Influence on User Experience (UX) and Usability (US): A Cross-Sectional Study. Estudos em Design, 32(3), 180-192. https://www.researchgate.net/publication/386381156
Patiño, J. F. H., Carrascal, B. L. V., Bautista, D. R., & Díaz, N. G. (2023). Impacto transformador de la inteligencia artificial y aprendizaje autónomo en la producción agropecuaria: un enfoque en la sostenibilidad y eficiencia. Formación Estratégica, 7(1), 40-55. https://formacionestrategica.com/index.php/foes/article/view/111
Revelo Sánchez, O., Collazos Ordoñez, C. A., Alejandro, J., & Toledo, J. (2018). La Gamificación como estrategia didáctica para la enseñanza/aprendizaje de la programación: un mapeo sistemático de literatura. Lámpsakos (Revista Descontinuada), 19(19), 31–46. https://doi.org/10.21501/21454086.2347
Shagyrov, D., & Shamoi, N. (2024). Color and Sentiment: A Study of Emotion-Based Color Palettes in Marketing. arXiv preprint. https://arxiv.org/abs/2407.16064
Singh, N., & Srivastava, S. K. (2011). Impact of Colors on the Psychology of Marketing — A Comprehensive Overview.
Steiner, K., & Florack, A. (2023). The Influence of Packaging Color on Consumer Perceptions of Healthfulness: A Systematic Review. Nutrients, 15(20), 4521. https://pmc.ncbi.nlm.nih.gov/articles/PMC10648973/
Suárez, R. G., Rodríguez, L. A. J., & Patiño, J. F. H. (2024). Edificación y pilar social: educación transformadora y equitativa. https://doi.org/10.59899/edi-pila, https://www.researchgate.net/profile/Ramiro-Suarez/publication/384043947_Edificacion_y_pilar_social_educacion_transformadora_y_equitativa/links/66e5fd3e2390e50b2c8d73a9/Edificacion-y-pilar-social-educacion-transformadora-y-equitativa.pdf
The Good, the Bad, and the Red: Implicit Color-Valence Associations Across Cultures. (2022). Psychological Research, 87, 704-724.
Velásquez Carrascal, B. L., Hoyos Patiño, J. F. ., Hernández Villamizar, D. A., Sayado Velasquez, L. N., Sayago Velásquez, J. E., & Vargas Yuncosa, J. A. (2020). (DIE) - MODELO PARA EL DISEÑO DE IDEAS DE EMPRENDIMIENTO. Revista Facultad De Ciencias Agropecuarias -FAGROPEC, 12(1), 52–64. https://doi.org/10.47847/fagropec.v12n1a5
Watson Creative. (2024). The Psychology of Color in Branding: Forecasting Emotion, Shaping Identity. https://www.watsoncreative.com/insights/the-psychology-of-color-in-branding
Wieringa, R., Maiden, N., Mead, N., & Rolland, C. (2006). Requirements engineering paper classification and evaluation criteria: A proposal and a discussion. Requirements Engineering, 11(1), 102–107. https://doi.org/10.1007/S00766-005-0021-6/METRICS
Won, S., & Westland, S. (2017). Colour Meaning and Context. Color Research & Application, 42(4), 450-459.
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