Gianna’s Gems: Color Psychology - A Strategic Approach to Design
/Hi there,
The changing season has me obsessed with color. Color has such an important psychological impact on us both personally and also for our brands. For event professionals, it impacts your attendees' emotions, decisions, and memories from the moment they receive your invitation—yet most planners treat it as an afterthought. I planned one major private event this past year for a couple (the wife being from Holland) and her only thematic direction to me when conducting my client intake was “lots of orange!” as a homage to her homeland. I ended up creating a beautiful experience across three days that all tied back to this one color (more on that below) and you can view photos of the event here.
Color isn't just aesthetic window dressing. It's psychology. It's strategy. It's the invisible force that can make someone feel energized or calm, trusting or skeptical, hungry or creative—often without them even realizing why. True story - I find heart-warming pink so calming that when planning my own wedding 14 years ago, every time I felt stressed, my husband would just say “think pink” and I instantly remembered my why (love) and it took the stress level down ten notches.
After years of planning events for Google and Amazon, private clients, Ai companies and startups, VC’s and their portfolio companies, I've learned that understanding color psychology is like having a secret superpower. You're not just choosing pretty palettes—you're architecting emotional experiences that align perfectly with your event goals.
Gianna's Gem: When you master color psychology, you don't just decorate spaces—you design feelings. And feelings drive actions, which is ultimately what makes events successful.
Let's dive into how to wield this power intentionally.
Understanding the Emotional Language of Color
Every color speaks. The question is: are you saying what you actually mean through your brand and event palette? Below are some examples of what your color choice inspires emptionally:
Red: The Activator
What it means: Passion, energy, urgency, excitement, appetite, power
When to use it: Product launches that need buzz or are making groundbreaking announcements, events where you want high energy or to drive urgent action, networking events where you want to break the ice quickly, food-focused events (red stimulates appetite—there's a reason so many restaurants use it)
Pro tip: Red is powerful but can overwhelm and excite rather than calm and connect. Use it as an accent—think red napkins on white tablecloths, red uplighting on one statement wall, or red signature cocktails. At one Google product launch, we used red only in the product display area to draw eyes and create excitement around the reveal. When not to use it: Greenrooms (speakers are amp’d up enough), wellness retreats, any event that is intended to create a relaxing vibe where people can let their guard down and connect.
Blue: The Trust Builder
What it means: Trust, calm, professionalism, stability, intelligence, communication
When to use it: Corporate conferences, financial services events, healthcare summits, technology showcases, any event where credibility matters more than excitement. I also see blue as a very durable signal so when you want to build a brand, or relationships for the long term, it’s a solid choice.
Pro tip: Blue is corporate America's favorite for a reason—it builds instant trust. But don't make everything blue or risk appearing cold or overly corporate. I love pairing navy or shades of cerulean or turquoise with warm metallics like copper, gold and dark wood accents to maintain professionalism while adding warmth, depth and balance. At a healthcare conference I designed, we used varying shades of blue—from sky to navy—to create depth and hint at longevity while maintaining that trustworthy, healing vibe.
Green: The Harmonizer
What it means: Growth, health, harmony, nature, sustainability, renewal, balance, tranquility
When to use it: Wellness retreats, sustainability summits, organic product launches, team-building offsites, anything eco-conscious or growth-oriented. I also like using it for women’s summits as an accent to pink to reduce the “overuse of feminine palettes” while adding calm for connection and community. And the obvious reason why a green room used to literally be painted green to relax speakers before getting on stage.
Pro tip: Green bridges the gap between warm and cool colors beautifully. It's calming without being sedating. For a tech company's Executive Event, we used living walls (actual greenery) as backdrops and sage green linens—it encouraged our most prized customers and prospects to let their guard down and connect with us and our brand and feel taken care of in a world full of compressed scheduling. Bring the outdoors in whenever possible with real plants, not just green décor.
Yellow: The Energizer
What it means: Optimism, creativity, happiness, clarity, innovation, warmth, positivity
When to use it: Creative brainstorms, innovation workshops, festivals, celebrations, morning keynotes where you want to energize
Pro tip: Yellow is tricky—too much can cause anxiety or eye strain. Use it strategically as an accent. I love yellow accent pillows, floral accents, or yellow lighting washes rather than yellow walls or signs. I also love mixing yellow into food displays to signal brightness and health - think lemon spa water, make your own lemonade carts, etc.
Orange: The Connector
What it means: Enthusiasm, confidence, warmth, social connection, adventure, luxury
When to use it: Networking events, team socials, outdoor adventures, premium brand activations, food festivals
Pro tip: Orange is the most social color—it literally makes people want to talk to each other. It's warmer than red but more energetic than yellow. At a joint milestone birthday I used Orange to create beautiful floral displays (paired with yellows, pinks and blues), custom pillows, cocktail napkins, and of course displays of ripe citrus. We also had a daily specialty orange cocktail (Aperol spritzes, Negronis)—the room buzzed with conversation all night and people delighted in the custom pillows so much they took them home.
Purple: The Luxury Signal
What it means: Luxury, creativity, wisdom, spirituality, sophistication, ambition
When to use it: VIP experiences, awards galas, creative industry events, wellness retreats with a spiritual component, fundraisers
Pro tip: Purple has historically been associated with royalty—use it when you want attendees to feel special and elevated. Deep purples (eggplant, plum) signal luxury, while lighter purples (lavender, lilac) feel more spiritual and calming. I used eggplant and the palest blush pink for my own wedding which were close to “black and white” but more “premium and unique” as a color palette.
Pink: The Playful and Positive Creative
What it means: Playfulness, compassion, youthfulness, modern femininity, creativity, unconventional thinking
When to use it: Women-focused events, beauty launches, creative conferences, millennial/Gen-Z targeted events, fundraisers
Pro tip: Pink has evolved beyond traditional femininity—millennial pink and hot pink signal bold, modern, unapologetic energy. For a women's leadership summit, we used dusty rose with Navy and brass—sophisticated, feminine without being precious. Pink can be powerful when done right. And side note, it’s my signature color (just take a look at my website or my office wallpaper)
White: The Minimalist and Peace Maker
What it means: Purity, simplicity, cleanliness, minimalism, possibility, vision, peace
When to use it: Tech launches (think Apple, Google), medical conferences, minimalist brands, weddings, any event where you want the content or product (or people) to be the star
Pro tip: White isn't absence—it's intentional space. It lets other elements breathe and attendees focus. However, all-white can feel sterile. I love white as a base with one bold accent color. At a product launch for a minimalist tech brand, we used all white with one emerald green wall—the product popped, and the aesthetic perfectly matched brand values.
Black: The Sophisticate
What it means: Elegance, power, sophistication, formality, luxury, exclusivity, gravitas
When to use it: Black-tie galas, luxury brand events, evening affairs, high-stakes corporate dinners, exclusive experiences
Pro tip: Black makes everything feel more formal and expensive instantly. But use it wisely—too much black can feel heavy or depressing so I limit it for corporate events. I love black tablecloths with bright florals or metallics for social events or evening galas. For a movie premiere dinner, we used black tables with gold chargers, silverware and gold-painted florals—elegant, powerful, unforgettable (and very Hollywood)
Neutrals (Gray, Beige, Taupe): The Balancers
What it means: Sophistication, professionalism, timelessness, balance, neutrality, casual luxury
When to use it: As your base palette for corporate events and retail, to let jewel-toned accent colors shine, when you want timeless elegance
Pro tip: Neutrals are your foundation—never boring when layered with texture and strategic pops of color. For a tech conference, we used varying shades of ivory and taupe linens with brass accents and emerald green florals—sophisticated without being stuffy.
Creating Your Event Color Story: A Strategic Approach
Now that you know what each color means, let's talk about how to combine them strategically.
Your event isn't one-dimensional, and neither should your color palette be. Think of color as a journey that evolves throughout the event experience or can even be a signal to attendees about what’s to come.
For our Airtable Leader’s Forum in New York, we used alternating palettes (warm tones vs cool tones) to signal to attendees whether a keynote or a breakout session was happening. It was subtle but when used across signage as well created a beautiful way to create a non-verbal message to attendees to “move”.
Gianna's Gem: Be mindful when selecting “signaling colors” to make sure color-blind attendees can se the variance (i.e. my father is red-green colorblind so using a red palette and a green palette would just look the same to him). We always aim to be inclusive at events, so symbols/textures/designs to signal change also work in this regard.
The 60-30-10 Rule for Event Color Palettes
Professional designers swear by this ratio, and it works beautifully for events:
60% Dominant color: Your primary brand or theme color that sets the overall mood
30% Secondary color: Complements and supports your dominant color
10% Accent color: Your pop of surprise and delight
This creates visual harmony while keeping things interesting.
Color Temperature: Warm vs. Cool
Understanding color temperature helps you set the right emotional tone:
Warm colors (red, orange, yellow): Energizing, social, appetite-stimulating, urgent
Use for: Networking events, food-focused gatherings, creative sessions, evening celebrations
Cool colors (blue, green, purple): Calming, professional, trustworthy, contemplative
Use for: Corporate conferences, wellness events, focused work sessions, serious content
Color Psychology Through the Day: Designing for Circadian Rhythm
Your attendees' brains respond differently to color depending on the time of day. Design with intention:
Morning (7am-11am): Energize and Focus
Best colors: Yellow (energy), blue (focus), white (clarity), green (renewal)
Avoid: Red (too aggressive pre-coffee), dark colors (too heavy)
Application: Bright, clean spaces with natural light. Yellow florals at breakfast, blue tones in morning session rooms
Midday (11am-2pm): Balance and Nourish
Best colors: Green (balance), orange (social), warm neutrals (comfort)
Avoid: Deep purples or blacks (too formal for lunch)
Application: Lunch spaces should feel inviting and social. Orange accents encourage conversation, green elements add refreshing energy
Afternoon (2pm-5pm): Re-energize and Engage
Best colors: Orange (warmth), teal (alertness), green (renewal), strategic red accents (attention)
Avoid: Heavy dark tones (will emphasize the afternoon slump)
Application: Combat the 3pm energy dip with color. Bright signage, colorful break areas, energizing accent lighting
Evening (5pm+): Connect and Celebrate
Best colors: Deep jewel tones (sophistication), metallics (glamour), warm lighting (intimacy)
Embrace: Blacks, deep purples, rich reds, golds
Application: Evening is when you can go bold and dramatic. Deep colors + candlelight + metallic accents = magic
Real-world example: At a full-day corporate retreat, we intentionally shifted our color story throughout the day. Morning sessions featured white and blue (focus). Lunch was in a space with natural wood and green elements (rejuvenation). Afternoon breakout rooms had orange accent walls (energy). Evening reception transformed with deep purple uplighting and gold accents (celebration). Attendees felt energized at the right times and ready to unwind when needed—all through strategic color design.
Building Your Event Brand Through Color
Your event isn't just happening once—it's a brand that lives across multiple touch points and possibly multiple years. Your color strategy should reflect that.
Gianna's Gem: Consistency across touchpoints isn't boring—it's how you build a brand that attendees recognize and trust year after year.
Establishing Your Event's Color DNA
Consider these questions:
What emotion do you want attendees to feel when they think about your event?
What's the primary action you want them to take? (Network? Learn? Be inspired? Commit to something?)
What industry are you in, and what colors does your audience already associate with trust in that space?
What differentiates your event from competitors?
Example: A Women's Leadership Summit
Primary emotion desired: Empowered
Primary action: Connect and commit to growth
Industry: Professional development (traditionally blue/corporate)
Differentiator: Modern, bold, unapologetically feminine approach
Color solution: Dusty rose (modern femininity, strength) + charcoal (sophistication, power) + brass metallics and greenery (luxury, warmth) = A palette that signals "this isn't your typical corporate conference"
Applying Your Color Brand Across Touch points
Once you've established your palette, deploy it consistently.
Pro tip: Create a brand style guide with your exact color codes (Pantone, RGB, CMYK, HEX) so every vendor is literally on the same page. I include mood boards, do's and don'ts, and real examples. This prevents your elegant navy from turning into random blue across different applications.:
Pre-Event:
Save-the-dates and invitations
Event website
Email communications
Social media graphics
Teaser videos
On-Site:
Registration area
Signage and wayfinding
Stage design
Linens and florals
Lighting
Food presentation
Branded swag
Staff uniforms
Post-Event:
Thank you emails
Event recap videos
Social media content
Next year's "save the date"
Advanced Color Strategies: Cultural Considerations and Accessibility
As we become more globally connected and inclusive, sophisticated planners must think beyond basic color psychology.
Cultural Color Meanings
Colors mean different things across cultures. If you're planning international events, do your homework:
Red:
Western: Passion, excitement, danger
China: Luck, prosperity, celebration
South Africa: Color of mourning
India: Purity, fertility, beauty
White:
Western: Purity, weddings, cleanliness
China/Korea/India: Death, mourning
Green:
Western: Nature, growth, money
Middle East: Sacred, Islamic color
Ireland: National color, luck
Pro tip: When planning global events, I often use universally positive colors (blues, teals, certain purples) or rely heavily on neutrals with international metallic accents.
Color Accessibility: Designing for All
Approximately 1 in 12 men and 1 in 200 women have some form of color blindness. Inclusive design matters.
Best practices:
Never use color alone to convey information (add text, icons, or patterns)
Ensure high contrast between text and backgrounds
Avoid red-green combinations as primary signage (the most common form of color blindness)
Test your designs with color blindness simulators
Use multiple visual cues for wayfinding (color + symbol + text)
Example: Instead of "Red Room" and "Green Room" for breakout sessions, use "Ruby Room" and "Emerald Room" with distinct symbols on signage—ruby gem icon vs. emerald leaf icon. Everyone can navigate successfully.
Gianna's Color Psychology Cheat Sheet
Want to inspire action? Red, orange, yellow accents
Need to build trust? Blue, green, white base
Creating luxury experiences? Purple, black, gold, metallics
Encouraging creativity? Yellow, orange, unexpected combinations
Promoting wellness? Green, soft blue, neutrals with natural elements
Energizing tired attendees? Warm tones, bright lighting, orange/yellow accents
Calming anxious attendees? Cool blues, greens, soft lighting
Making food irresistible? Red, orange, warm lighting
Signaling exclusivity? Black, deep jewel tones, metallics
Creating approachability? Orange, yellow, warm neutrals
Putting It All Together: Your Color Action Plan
Ready to become a color psychologist? Here's how to start:
For your next event:
Define your goal: What's the ONE emotion or action you want to inspire?
Choose your dominant color based on that goal and your brand
Select complementary colors using the 60-30-10 rule
Map color to time of day: Plan how your palette evolves throughout the event
Create your style guide: Document your exact colors and how to use them
Test in the space: Colors look different under different lighting and in photos—always test
Think inclusively: Ensure your choices work across cultures and abilities
Tell your story: Make sure your colors align with your content and message
The magic happens when every color choice is intentional. You're not just picking what looks pretty—you're architecting an emotional experience that guides attendees exactly where you want them to go.
The Bottom Line
Color psychology isn't about following rigid rules—it's about understanding the tools at your disposal and using them with intention. The same color that energizes a morning keynote might overwhelm an evening reception. The palette that builds trust in healthcare might look generic in fashion.
Gianna's Gem: Great event designers don't just see colors—they feel them, understand them, and wield them like the powerful psychological tools they are.
When you master color psychology, you're not just making events pretty. You're creating environments where people feel exactly what you want them to feel, do exactly what you want them to do, and remember your event long after the last guest leaves.
What I'm Loving This Week: For all my favorite vendors, partners and products, visit: https://www.giannagaudini.com/gianna-recommends
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Gianna Gaudini is an event strategist, advisor, and author of the Amazon bestselling book "The Art of Event Planning." She's held leadership roles at Google, AWS, SoftBank Vision Fund, and Airtable, creating unforgettable experiences that drive business results.
