What You Meant When You Chose Red
In Part 1, we explored the Lüscher Color Test, a strange little tool that claims to reveal emotional states and subconscious needs based on your color preferences.
We also touched on how color influences perception in branding, marketing, and book design. That post struck a chord, especially among writers, and I heard from several of you who took the free Lüscher test online. Some were surprised. A few were amazed.
Let’s Go Deeper
This time, we’re unpacking the energy behind each color. Why we’re drawn to some, why we avoid others, and how those unconscious preferences shape the way we’re seen and felt by others.
Why Color Still Matters
Every color you wear, choose, avoid, or decorate with is saying something about you. Not necessarily to others. Sometimes to yourself.
Color is emotional. It is energetic. It bypasses logic and goes straight to the nervous system.
When used well, it can comfort, energize, calm, protect, or persuade. When ignored, it can confuse or repel. Most of the time, we’re not even aware we’re being influenced.
"Colors, like features, follow the changes of the emotions."
— Pablo Picasso
Revisiting the Lüscher Color Test
If you missed the first post, the Lüscher Color Test asks you to rank a series of eight colors in order of preference. That’s it. No talking. No questions. Just choose.
The idea is that each color carries a distinct psychological vibration. What you’re drawn to reflects your needs. What you avoid reveals your stress points.
You can still try the free version online here: Take the test
Color Is Contextual
Some people asked, What does my first color choice mean?
The answer depends on the combination and the position. Red, for example, ranked first usually means drive, vitality, or a need to assert yourself. Red ranked last might indicate burnout or emotional exhaustion.
But context is everything. Red next to grey, for example, might signal internal conflict. Yellow followed by blue could mean hope layered over anxiety.
You don’t need to become fluent in the full Lüscher code to start tuning in. Just begin noticing which colors you’re wearing, choosing, or avoiding lately. That awareness alone is powerful.
How Color Speaks in Everyday Life
Think about it.
The soft green tones you painted your bedroom to feel calm.
The bright red shirt you wore when you wanted to feel bold.
The charcoal grey in your brand palette to feel sleek and professional.
The yellow Post-it notes you use to stay alert and focused.
Color is not decoration. It is information.
And it’s happening whether we’re conscious of it or not.
"Colors express the main psychic functions of (hu)man."
— Carl Jung
Book Covers. Brand Identity. Reader Emotion.
If you’re publishing your own writing, the color choices you make for your covers and branding matter more than most people realise.
Red attracts attention. It is energetic, urgent, and sometimes aggressive.
Blue calms and reassures. It signals stability and trust.
Green feels natural and balanced.
Black is bold, formal, and sometimes elite.
Yellow signals creativity, optimism, and fun.
Grey brings detachment, seriousness, and neutrality.
Violet can feel spiritual, mysterious, or introspective.
These colors don’t just look nice. They influence emotion and buying behaviour before anyone even reads the title.
Your Publication Colors on Substack
Did you know you can customize the colors of your Substack publication?
The hues you select influence how readers feel when they land on your page. Choosing your publication’s background and accent colors isn’t just a design choice. It’s an emotional cue.
You can update your theme settings easily:
Log into your Substack dashboard
Click on Settings
Scroll down and select the Website section
See Publication theme at top of page
Select Go to website theme editor
Select Branding
Under Colors customize your web background, accent colors, and link color.
There’s also a helpful guide here if you want to explore further:
Substack visual identity guide
Choose colors that reflect what you want readers to feel. Safe and grounded? Try soft blues and greens. Bold and edgy? Look to high-contrast blacks, reds, or electric tones. Creative and playful? Yellows, pinks, or even violets.
You Are Already Using Color Intuitively
Here’s the thing. You’re already making color choices every day. What you wear, what you buy, what you scroll past. But most people don’t know why they’re drawn to one color over another.
That’s what this series is about. Making the invisible visible.
When you understand color, you don’t just decorate better. You communicate better.
Want to Revisit Part 1?
You can read the first part of this series here:
The Hidden Power of Color
It covers the full breakdown of the Lüscher Color Test, including what each color means and how to try it yourself.
Further Reading on Color Psychology
Want to go deeper into the world of color and its impact on the mind? Here are five influential books worth exploring:
1. Color Psychology and Color Therapy by Faber Birren (1950)
A classic foundation on the emotional and therapeutic uses of color.
2. Color: A Natural History of the Palette by Victoria Finlay (2002)
A vibrant exploration of the cultural and historical roots of color across civilizations.
3. The Secret Lives of Color by Kassia St. Clair (2016)
A fascinating dive into the untold stories and symbolism of individual hues.
4. Interaction of Color by Josef Albers (1963)
A masterclass in color perception and how colors influence each other in context.
5. The Complete Color Harmony: Pantone Edition by Leatrice Eiseman (2017)
A practical guide to color pairing, emotion, and meaning, backed by Pantone expertise.
Happy coloring!
Mike Searles
MENTOR MIKE
Inkspired Community Guest Contributor
Note: While tools like the Lüscher Color Test can offer fascinating insights, they’re not a substitute for professional care. If you’re feeling overwhelmed or emotionally stuck, please reach out to someone qualified who can help.
It’s such a treat to get unique points-of-view from our guest writers. If you have a story idea for the Inkspired Community newsletter, direct message Maryan Pelland
Coot beans. Looking forward to more in this vein.
These are such important--but often subliminal--connections and you've made a great case for how important it is to understand them for effective branding.