What if your ‘red’ is someone else’s ‘green’? Discover how this puzzling theory changes the branding game
As a high schooler, I once wondered, what if everyone sees colors differently than I do? What if the green I see is actually red for someone else, but because we’ve all been taught to call it “green,” we never notice the difference? It was a thought that fascinated me, and later, I discovered that this question taps into deep discussions about color perception, psychology, and even branding.
The Inverted Spectrum
This idea of color perception being subjective has intrigued philosophers and scientists for centuries. Known as the “inverted spectrum” theory, it proposes that two people could perceive colors completely differently (for example, one person’s red could be another’s green), but because they’ve learned to associate the same objects with the same names, they would never realize their experiences were different.
Research into how color is perceived by different cultures and individuals supports this concept. Here are a few fascinating studies:
1. The Himba Tribe Study
Researchers found that the Himba people of Namibia, who use only five color categories, perceive color differently from Westerners, who use eleven categories. For example, while they easily distinguish between subtle shades of green that would look identical to us, they struggle to differentiate between blue and green. This shows that language and cultural exposure can deeply affect how we see color.
2. Debi Roberson’s Research
Studies on the Himba tribe revealed that the language you speak can influence how you perceive color. Since the Himba categorize colors differently, they spot certain shades faster than someone from a Western culture would. This supports the theory that color perception is shaped by cultural and linguistic factors.
3. Qualia and Color Inversion
“Qualia” refers to the subjective quality of experiences — like seeing color. Theories like the inverted spectrum propose that even though two people’s brains might process color differently, their behavior and use of language would make it impossible to detect. This philosophical exploration fuels debates in consciousness studies and the nature of perception.
Do People Feel Colors Differently?
Brands understand that colors are loaded with emotional baggage, and they leverage this to create connections. Some brands choose colors that align with their message, while others build their narrative around the colors they’ve chosen. When a company decides on a color palette, they’re shaping how you feel every time you see their logo, advertisement, or product.
Capitalism and Color: The Role in Design and Marketing
Beyond evoking emotions, color also plays a critical role in user experience design and marketing. In an era of information overload, the right color can make a brand stand out in a crowded space. Minimalist designs with bold, clear color choices are highly effective in a fast-moving digital world where users scroll rapidly through content.
Brands with festive ads — Coca Cola in India during Diwali, Coca Cola in the west during Christmas.
Colors in Social Media and Digital Branding
Visual strategy is at the heart of social media success. Companies like Instagram and Pinterest have taught us that consumers respond to visually striking content. Color is often the first thing that grabs attention, but it’s how that color is paired with other elements — like typography, layout, and imagery — that keeps people engaged. The rise of minimalist design in packaging and advertising comes from the understanding that clean, simple designs stand out in the fast-paced world of digital content.
Conclusion: The Power of Perception and Color in Branding
Colors are not just wavelengths; they’re emotional triggers that brands use to connect with their audience. Whether you see red as I see it is not the point. What matters is how a brand makes you feel when you see red or any other color. Brands understand that colors are emotionally charged, and they use this knowledge to their advantage — particularly during festive seasons.
Take, for example, Diwali in India and Christmas in the West. Both holidays feature the color red, but the emotional undertones and complementary colors differ. During Diwali, brands lean heavily on red and gold, which symbolize prosperity, new beginnings, and wealth. Gold reflects the cultural importance of buying new items during this time, including gold jewelry and luxurious attire. It signifies opulence and light, aligning with Diwali’s festive and spiritual essence.
As Christmas approaches, the color red is paired with green, gold, and silver to evoke warmth, tradition, and festive joy. The use of green during Christmas, symbolizing evergreens and renewal, complements red’s association with warmth and love. Silver and gold, in this context, bring a touch of celebration and grandeur, similar to Diwali. Despite the overlap in the use of red, these festivals evoke distinct emotional responses due to the way colors are paired with cultural elements.
Brands also adapt color palettes to different seasons and climates, especially in India, where the weather and cultural festivals vary significantly throughout the year. For instance:
• Spring and Holi: Bright, playful colors such as yellow, pink, and blue dominate marketing campaigns around Holi, reflecting the vibrancy of spring and the festival of colors. These hues symbolize joy, new life, and energy, aligning perfectly with the Holi spirit.
- Monsoon and Raksha Bandhan: As the monsoon season brings a more muted atmosphere, brands often introduce colors like muted blues and earthy tones for campaigns around Raksha Bandhan. These shades reflect the season’s calmness, while still bringing in warmth for family-oriented celebrations.
Emotional Responses to Colors: Data and Research Insights
Numerous studies have delved into how specific colors trigger emotional responses. According to a research report from the Institute for Color Research, people make a subconscious judgment about a product within 90 seconds of their initial interaction with it, and up to 90% of that assessment is based on color alone. This explains why brands are so meticulous about their color choices. When paired with other visual elements such as typography and layout, the right color can significantly enhance brand recall and influence purchasing decisions.
Furthermore, research published by Colorcom shows that colors can increase brand recognition by up to 80%, which is crucial for building a loyal customer base. This explains why brands use consistent color schemes across all touchpoints, especially during high-stakes seasons like Diwali, Christmas, and Valentine’s Day.
In conclusion, whether it’s festive red during Diwali or cozy, warm tones during winter, color plays an integral role in how brands connect with consumers. It’s not just about the visual appeal; it’s about creating emotional resonance. By understanding the cultural, psychological, and seasonal significance of colors, brands can build deeper, more meaningful relationships with their audience, ensuring that their message is not just seen but also felt.
Sources:
• Wikipedia: Inverted Spectrum
Psycology behind colours and seasonality in ads
What if your ‘red’ is someone else’s ‘green’? was originally published in Muzli – Design Inspiration on Medium, where people are continuing the conversation by highlighting and responding to this story.