Colors are one of the most powerful – but often underestimated – “languages” we speak every day. Based on them, and depending on our emotions, we choose our clothes, walls, cars, our phones, and even our playlists, which have colors associated with our mood. While it’s tempting to assume that these choices are arbitrary or based solely on aesthetics, psychologists and behavioral researchers have long argued that our favorite colors are clues to our personality, emotional connections, and even our unconscious desires.

The psychology of colors is not an exact science.
Not everyone who loves red has a dynamic and impulsive personality, nor are all fans of black mysterious or dramatic. People are far too complex to be neatly categorized with such simplistic associations. However, patterns do emerge, shaped by culture, neuroscience, symbolism, and personal memory. Exploring this world is like walking through a gallery where each color palette is a portrait of the soul.

How do we choose our favorite color?
There are many reasons behind why we pick our favorite color—and most of the time, we do not do it consciously. Choosing a color is not simply a matter of aesthetic preference but a mixture of psychology, experiences, memory, culture, and mood. Usually, the choice of our favorite color tends to appear in childhood, although research shows that infants have broad and quite inconsistent preferences for colors—they do, however, show some preference for lighter shades. Still, the more time children spend in the world, the more they develop stronger preferences for certain colors, based on what they have been exposed to and the associations they connect with them. It is therefore more likely that they associate bright colors such as orange, yellow, purple, or pink with positive rather than negative feelings.

Every color provokes specific psychological reactions. These emotional connections often come from memories, images, and situations that have marked us—the color of a room, a childhood memory, a significant moment in our lives. At the same time, culture plays a decisive role: colors have different meanings in each society, and these meanings shape impressions and preferences often without us realizing it. Our favorite color also acts as an element of identity and self-expression. People often choose a color that reflects aspects of their personality or needs they want to fulfill: dynamism, calm, creativity, protection, or simplicity.

Simultaneously, neurological factors influence how we perceive light and wavelengths, making some colors feel more “familiar” or comforting to us. And because our personality and needs change over time, the color we prefer often changes too, revealing that our relationship with colors is alive, evolving, and deeply personal.

Blue, the color of oceans and open skies
In 1993, the marker company Crayola conducted a non-scientific but interesting survey: it asked children in the USA to name their favorite color. Most chose a fairly typical blue, while three other shades of blue also made it into the top 10. Seven years later, the company repeated the experiment. Again, classic blue took first place, and six other shades of blue appeared in the top ten. Blue, therefore, consistently ranks as one of the most popular colors worldwide. It is the color of oceans and open skies, the horizon stretching beyond the limits of worry. People who love blue are often seen as reliable, balanced, and thoughtful. They tend to prefer peace over chaos, order over disorder. Blue lovers are rarely the most expressive in a room, but they are often the ones others rely on.

From a psychological perspective, blue is associated with lower heart rate and a feeling of calm. Advertisers use it to inspire trust (think of banks and tech giants), airlines use it to signify safety, and interior designers use it to create spaces where people can live in peace and serenity. Preference for blue may also indicate a desire for emotional clarity, something increasingly rare in a noisy, fast-paced world.

Red power, the color of fire
Red, on the other hand, is the color of courage, risk, adrenaline, and intensity. People who love red may crave stimulation—fast-paced rhythms, bold experiences, and high-energy encounters. They are often extroverted and usually refuse to conform to a system. Red is primal. It is the color of fire and blood, symbolizing survival and urgent need. Athletes often wear red uniforms, as studies show this color can increase competitive performance and even testosterone levels. Red lovers are sometimes seen as aggressive, impatient, or ambitious—traits that can be as exciting as they are exhausting. However, beneath the surface, many red lovers simply want to live intensely, to avoid the numbness of routine.

The warmth of yellow
Yellow is a color you either love or hate. Those who love yellow often radiate enthusiasm, imagination, and curiosity. They tend to be naturally communicative, creative thinkers, and explorers of possibilities. Psychologically linked to joy and energy, yellow stimulates the logical side of the brain and sparks innovation. However, loving yellow can also signify a longing for sunshine during darker emotional times. People who choose yellow sometimes do so because it represents something they yearn for—lightness, joy, playful spirit. This color becomes a symbolic antidote for anxiety or sadness. Yellow lovers may be idealists or dreamers, with an inner child and an even stronger hope for better days.

Harmony and self-care with green
Green is the color of forests, new leaves, and fields after rain. It symbolizes renewal, resilience, and emotional endurance. People who choose green often value harmony—within themselves and their environment. They tend to be grounded, compassionate, and sensitive. Green is also deeply connected with growth and self-improvement. Green lovers may be drawn to self-care, nurturing relationships, and creating safe emotional spaces. They often seek balance and dislike conflicts.

Purple, mystery, and quest
Purple lovers tend to be unconventional. Historically associated with royalty, mysticism, and artistic expression, purple carries an aura of mystery and introversion. People who choose purple often seek meaning beyond the ordinary, are attracted to philosophical questions, creative pursuits, and spiritual exploration. Purple stands at the crossroads of calm blue and passionate red, reflecting a personality that blends intuition with intensity. Purple lovers may be very sensitive and introspective. They appreciate authenticity, dislike superficiality, and often have a unique sense of style or self.

The power of black: control, elegance, and protection
Black is the most misunderstood favorite color. While some interpret it as a sign of melancholy or rebellion, many black lovers simply appreciate its elegance and clarity. Black offers a sense of control, hides imperfections, simplifies complexity, and communicates power. People who prefer black may be independent, self-sufficient, and deeply protective of their feelings. They may dislike being overly exposed or vulnerable. Black can also represent the desire for autonomy—the wish to be defined by oneself rather than by external expectations.

The purity of white
White lovers tend to prefer simplicity. They appreciate clarity, cleanliness, and order. Often organized and logical, they are attracted to spaces that look neat. A preference for white may indicate a desire for a fresh start, an emotional reset, or a clean beginning. White is also associated with perfectionism. Those who choose it may have high personal standards and fear mistakes or disorder. However, they are often calm people who prefer peace over conflict and elegance over chaos.

Although these descriptions offer interesting insights, no color can capture the full essence of a person. Our color preferences change as we pass through various phases of life and are shaped by experiences, emotional wounds, joys, and sorrows. What our favorite color really says about us is not an absolute truth but a reflection—a symbolic, momentary image of who we are or who we want to become.