the psychology of color in graphic design

Abstract

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.