- Super User
Misconceptions around the psychology of color As research shows, it’s likely because personal preference, experiences, upbringing, cultural differences, and context often muddy the effect individual colors have on us. So the idea that colors such as yellow or purple are able to evoke some sort of hyper-specific emotion is about as accurate as your standard palm reading.But there’s still plenty to learn and consider if we humbly accept that concrete answers aren’t a guarantee. The key is to look for practical ways to make decisions about color. The importance of colors in branding First let’s address branding, which is one of the more important issues relating to color perception and the area where many articles on this subject run into problems.