| name | color-psychology |
| description | A color psychology skill used by the visual-director agent. Provides color-emotion mapping, industry-specific color strategies, accessibility-based palette design, and color system construction methodologies. Used for 'color palette,' 'color strategy,' 'color psychology,' 'brand colors,' and related topics. |
Color Psychology — Color Psychology Methodology
Expert knowledge used by the visual-director agent when designing brand color systems.
Why Color Defines a Brand
Color is perceived before the logo. Research shows that 62-90% of consumers form their first impression based on color alone. Coca-Cola's red, Tiffany's teal, Starbucks' green — color is brand.
Color-Emotion Response Matrix
Primary Colors
| Color | Positive Associations | Negative Associations | Industry Fit | Representative Brands |
|---|
| Red | Passion, energy, urgency | Danger, aggression | Food, media, sales | Coca-Cola, YouTube, Netflix |
| Blue | Trust, stability, expertise | Coldness, conservatism | Finance, IT, healthcare | Samsung, Facebook, IBM |
| Green | Nature, growth, health | Immaturity, greed | Eco-friendly, health, finance | Starbucks, Spotify, Whole Foods |
| Yellow | Optimism, warmth, creativity | Caution, anxiety | Food, children, entertainment | McDonald's, IKEA, Snapchat |
| Orange | Friendliness, vitality, fun | Cheapness | Telecom, sports, food | Amazon, Nickelodeon, Fanta |
| Purple | Luxury, creativity, mystery | Exaggeration, unease | Beauty, luxury, tech | Twitch, Yahoo, Cadbury |
| Black | Luxury, authority, sophistication | Heaviness, mourning | Luxury, fashion, tech | Chanel, Apple, Nike |
| White | Purity, minimalism, cleanliness | Emptiness, coldness | Healthcare, tech, beauty | Apple, Muji |
Color Temperature and Brand Positioning
Warm <----------------------------------> Cool
Red Orange Yellow | Green Blue Purple
Passion Friendly Optimism| Balance Trust Luxury
Impulsive <--------------------------------> Rational
Building a Brand Color Palette
The 60-30-10 Rule
| Ratio | Role | Use |
|---|
| 60% | Primary Color | Backgrounds, large areas |
| 30% | Secondary Color | Section dividers, highlighted areas |
| 10% | Accent Color | CTA buttons, key elements |
Palette Composition Types
| Type | Color Relationship | Feel | Suited For |
|---|
| Monochromatic | Lightness/saturation variations of one color | Refined, consistent | Minimal, luxury |
| Analogous | 3-4 adjacent colors on the color wheel | Harmonious, stable | Nature, wellness |
| Complementary | Opposite sides of the color wheel | Contrasting, energetic | Sports, entertainment |
| Split-Complementary | Two colors flanking the complement | Contrast + stability | Versatile |
| Triadic | 120-degree intervals on the color wheel | Vibrant, diverse | Children, creative |
Palette Design Process
- Extract emotional keywords from brand essence: "Trust + Innovation" -> Blue family + orange as accent
- Analyze competitor colors: Avoid identical colors or differentiate intentionally
- Determine primary color: Select the optimal color from the emotion matrix
- Determine palette type: Choose composition matching brand personality
- Verify accessibility: Ensure WCAG AA contrast ratios or higher
- Test across applications: Test on logos, web, print, social media, and all touchpoints
Color Accessibility Standards
| Standard | Contrast Ratio | Use |
|---|
| WCAG AA | 4.5:1 (body text), 3:1 (large text) | Minimum requirement |
| WCAG AAA | 7:1 (body text), 4.5:1 (large text) | Recommended standard |
Accessibility Checklist
Color Code Specification Format
## Brand Color System
### Primary Color
- Name: [Brand-specific name]
- HEX: #XXXXXX
- RGB: R, G, B
- CMYK: C, M, Y, K
- Pantone: XXXX C
- Use: Logo, primary backgrounds, headers
### Secondary Color
- ...
### Accent Color
- ...
### Neutral Colors
- White: #FFFFFF
- Light Gray: #F5F5F5
- Dark Gray: #333333
- Black: #000000
### Prohibited Usage Rules
- No secondary color text on primary color background
- Accent color must not exceed 10% of total area
- [Specific color combination] prohibited - fails accessibility
