Why Is Color So Important?

A preference for blue and green may be due to a preference for certain habitats that were beneficial in the ancestral environment as explained in the evolutionary aesthetics article.There is evidence that color preference may depend on ambient temperature. People who are cold prefer warm colors like red and yellow while people who are hot prefer cool colors like blue and green.Some research has concluded that women and men respectively prefer “warm” and “cool” colors.A few studies have shown that cultural background has a strong influence on color preference. These studies have shown that people from the same region regardless of race will have the same color preferences. Also, one region may have different preferences than another region (i.e., a different country or a different area of the same country), regardless of race.Children’s preferences for colors they find to be pleasant and comforting can be changed and can vary, while adult color preference is usually non-malleable.Some studies find that color can affect mood. However, these studies do not agree on precisely which moods are brought out by which colors.A study by psychologist Andrew J. Elliot tested to see if the color of a person’s clothing could make them appear more sexually appealing. He found that to men, women dressed in the color red were significantly more likely to attract romantic attention than women in any other color. However, for women, the color of one’s shirt made no difference in their level of attractiveness.

 Perceptions not obviously related to color, such as the palatability of food, may in fact be partially determined by color. Not only the color of the food itself but also that of everything in the eater’s field of vision can affect this. (Alcaide, J. et al., 2012). Josef Albers’ role in the understanding of color perception was through his research of how colors interact with each other. He also studied the optical illusions of color and how different hues looked the same. This was during his tenure at Yale University.

The color of placebo pills is reported to be a factor in their effectiveness, with “hot-colored” pills working better as stimulants and “cool-colored” pills working better as depressants. This relationship is believed to be a consequence of the patient’s expectations and not a direct effect of the color itself. Consequently, these effects appear to be culture-dependent.In 2000, Glasgow installed blue street lighting in certain neighborhoods and subsequently reported the anecdotal finding of reduced crime in these areas. This report was picked up by several news outlets. A railroad company in Japan installed blue lighting on its stations in October 2009 in an effort to reduce the number of suicide attempts, although the effect of this technique has been questioned.Color has long been used to create feelings of coziness or spaciousness. However, how people are affected by different color stimuli varies from person to person.

Blue is the top choice for 35% of Americans, followed by green (16%), purple (10%) and red (9%).

Despite cross-cultural differences regarding what different colors meant there were cross-cultural similarities regarding what emotional states people associated with different colors in one study. For example, the color red was perceived as strong and active.

  1. Influence of color on perception
  2. Placebo effect
  3. Blue public lighting
  4. Color preference and associations between color and mood
  5. Light, color, and surroundings
  6. General model
  7. Uses in marketing
  8. Brand meaning

Color psychology is the study of color as a determinant of human behavior. Examples include quantification of individual color preferences and investigating the relationship between shirt color and match outcome in English football. However, the interface between color and environmental stimuli is a highly complex interface and one which is open to the influence of a large number of factors. In addition, there are a number of key reasons why the principle of caveat emptor should prevail in regard to color psychology, especially in regard to information about colour psychology found in mainstream media and popular culture.

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