Whether we are conscious of it or not, the psychology of colour affects us as we go through our work days, choose what we wear for business or play, and decide on the colours we want around us in the office, at home, or for major purchases.

Colours, and their various tones, each have their respective positive properties. It all boils down to the message and its intended response.

Let's look at colour from a business perspective. Market researchers have had a field day identifying the colours and the likely effect they have upon us. However, the effects of colour differ among different cultures, so the attitudes and preferences of your target audience should be a consideration when you plan your design of any corporate or promotional materials. Or for your business clothes for example.

For example, white is the colour of death in Chinese culture, but purple represents death in Brazil. Yellow is sacred to the Chinese, but signified sadness in Greece and jealousy in France. In North America, green is typically associated with jealousy. People from tropical countries respond most favorably to warm colours, people from northern climates prefer the cooler colours.

Basically, in Western mainstream culture, the following qualities are associated with colour:

Red - excitement, strength, sex, passion, speed, danger
Blue (listed as the most popular colour) - trust, reliability, belonging, coolness
Yellow - warmth, sunshine, cheer, happiness
Orange - playfulness, warmth, vibrant
Green - nature, fresh, cool, growth, abundance
Purple - royal, spirituality, dignity
Pink - soft, sweet, nurture, security
White - pure, virginal, clean, youthful, mild
Black - sophistication, elegant, seductive, mystery
Gold - prestige, expensive
Silver - prestige, cold, scientific

Market researchers have also determined that colour affects retail shopping habits. Impulse shoppers respond best to red-orange, black and royal blue. Shoppers who plan and stick to budgets respond best to pink, teal, light blue and navy. Traditionalists respond to pastels - pink, rose, sky blue.

Choose colours that work for you at work, in marketing, in your private life. Experiment and see where's there's a fit with the mood and the message you're sending out to others. Brand your business logo and marketing communications to be the way you want them to be perceived by yourself and by others. Wear colours that send out the message you want to give to managers, clients and peers.

If you're interested in finding out more, a simple search online for 'colour and psychology' will throw up a host of resources to research.