Put simply, color theory is the art and science of utilizing color. Not just how we perceive certain colors, but how we perceive colors mixing, matching, and communicating. Color theory is also about ways you can replicate color. And if you’re wondering why color theory is important, it’s for many reasons.

For one, there’s the psychological aspect of color. Specifically, the way that color can elicit emotion in people. For example, the color blue might convey masculinity while the color pink might convey femininity. Either way, we all resonate with color emotionally, subconsciously. Color has a physiological effect that has the power to not just influence our behavior, but also form new behaviors and perceptions.

For example, color theory can play a big role in building a brand. Using the right colors could help pull in more sales and better your marketing strategies. “People decide whether or not they like a product in 90 seconds or less. 90% of that decision is based solely on color.” — 99designs

But then there’s the contextual aspect of color. Depending on how you use color, or how colors resonate with you, you form certain opinions of what colors certain things should be. For example, when you think Valentine’s day, you think red. When you think about your wedding dress, you think white because that is how color resonates with you. Culture can help explain why certain colors resonate with certain holidays, celebrations, important days, etc. Colors mean different things for everyone.