For all those who prefer a standard form, here is a transcript of the above infographic.

Enjoy reading it and don’t hesitate to tell us what you think!




What – Definition

The psychology of colors represents the study of the human perception of colors as well as the impact of those on human activity. Studied for several years, this discipline proves that the exposure to colors can have repercussions on man, and thus on his behavior. Therefore, this technique can be used for marketing purposes – seeking to orient the state of mind of consumers. 


Influence – On consumers

Have you ever walked into a place and felt calm or anxious? If so, ask yourself how the room was decorated, including the colors that were present. 

Although it is difficult to measure the effects of colors on humans, we can assume that they are present. However, we must keep in mind that factors such as age, sex or (as we will see) culture influence this science. 


Origin – Of the process

As for the origin of this study, we can mention Carl Jung. 

A Swiss psychiatrist in the 19th century, this man spent years studying the symbolism of colors, their uses and effects across cultures and periods. He even went so far as to want to unlock a language based on colors. Therefore, his very thorough and historical work has been a great contribution to the psychology of colors as we know it today. 


Culture – Worldwide

Although the color green evokes nature to almost all French people, it is still necessary to pay attention to cultural barriers between countries. Indeed, the psychology of colors is not the same from one country to another, and each color can be interpreted in a different way. Returning to the color green, where it evokes nature, luck and solidarity in France, it can evoke jealousy in the United States and infidelity in China. Therefore, before using a color with an international scope, it is necessary to check its connotations abroad.





+ : optimism, creativity and visionary

– : treachery, disorder and selfishness

Sectors : transportation, retail and energy 



+ : creativity, accessibility and sociability

– : kitsch, caution and low-cost

Sectors: entertainment, mobility and sport 



+ : energy, ambition and passion

– : aggressiveness, tenacity and provocation

Sectors : food, media and high-tech 



+ : feminine, romantic and mischievous

– : excessive, naive and indecisive

Sectors : childhood, pastry, cosmetics



+ : dreamy, cultured and noble

– : melancholy, loneliness and dissatisfaction

Sectors : studies, art & culture



+ : reassuring, honest and ingenious

– : authority, melancholy and accessibility

Sectors : travel, banking / insurance and high-tech



+ : balance, solidarity and luck

– : failure and mistrust

Sectors : health and ecology



+ : relaxation, calm, authenticity, reliability and comfort 

Sectors : health, well being, craft



+ : elegant, sober and determined

– : fatality, pretentiousness and obscurity

Sectors : luxury, high-tech and arts



+ : organization, equality, innocence, cleanliness

– : melancholy, sadness

Sectors : sanitary, care, health charity


Meaning of the new Biocoop Logo (2018) – Organic brings us together


The outstretched hand 

The outstretched hand in the Biocoop logo represents the solidarity of the company’s stakeholders: producers, distributors, employees and customers.


The young sprout

The young sprout refers to respect for nature and life in the broad sense, as well as faith in the future.



The communication bubbles on the logo are the very symbol of interdependence and dialogue, the core values of the brand.



The simple fact that the typography is written in lower case demonstrates a proximity and accessibility to all, in the image of the brand.


Couleur – blue

As we have just seen, blue is associated with honesty and reassurance, fundamental values of the Biocoop brand.


Couleur – yellow

The color yellow refers to optimism and energy. What better color to highlight a brand that is eco-responsible.


Couleur – green

The color green without a doubt evokes nature and balance. As an organic brand, Biocoop was right to place this color in its logo.




Colors play a crucial role in a company’s branding and communication and in its perception by the public – which can vary depending on the background and culture of the public! Do you need support in your branding or in the creation of your communication materials? Contact us!