Certain colors have been associated with increased blood pressure, increased metabolism, and eyestrain. So how exactly does color work? How is color believed to impact mood and behavior?
What Is Color Psychology?
In 1666, English scientist Sir Isaac Newton discovered that when pure white light passes through a prism, it separates into all of the visible colors. Newton also found that each color is made up of a single wavelength and cannot be separated any further into other colors.
Further experiments demonstrated that light could be combined to form other colors. For example, red light mixed with yellow light creates an orange color. Some colors, such as green and magenta, cancel each other out when mixed and result in a white light.
If you have ever painted, then you have probably noticed how certain colors can be mixed to create other colors.
“Given the prevalence of color, one would expect color psychology to be a well-developed area,” researchers Andrew Elliot and Markus Maier have noted. “Surprisingly, little theoretical or empirical work has been conducted to date on color’s influence on psychological functioning,1 and the work that has been done has been driven mostly by practical concerns, not scientific rigor.”
Despite the general lack of research in this area, the concept of color psychology has become a hot topic in marketing, art, design, and other areas. Much of the evidence in this emerging area is anecdotal at best, but researchers and experts have made a few important discoveries and observations about the psychology of color and the effect it has on moods, feelings, and behaviors.
Your feelings about color are often deeply personal and rooted in your own experience or culture.
For example, while the color white is used in many Western countries to represent purity and innocence, it is seen as a symbol of mourning in many Eastern countries.
The Psychological Effects of Color
Why is color such a powerful force in our lives? What effects can it have on our bodies and minds? While perceptions of color are somewhat subjective, there are some color effects that have universal meaning.
Colors in the red area of the color spectrum are known as warm colors and include red, orange, and yellow. These warm colors evoke emotions ranging from feelings of warmth and comfort to feelings of anger and hostility.
Colors on the blue side of the spectrum are known as cool colors and include blue, purple, and green. These colors are often described as calm, but can also call to mind feelings of sadness or indifference.
How do people respond to different colors? Select a color below to learn more about the possible effects and find reactions from other readers:
Color Psychology as Therapy
Several ancient cultures, including the Egyptians and Chinese, practiced chromotherapy, or the use of colors to heal. Chromotherapy is sometimes referred to as light therapy or colorology.
Colorology is still used today as a holistic or alternative treatment.2 In this treatment:
- Red is used to stimulate the body and mind and to increase circulation.
- Yellow is thought to stimulate the nerves and purify the body.
- Orange is used to heal the lungs and to increase energy levels.
- Blue is believed to soothe illnesses and treat pain.
- Indigo shades are thought to alleviate skin problems.
Modern Research on Color Psychology
Most psychologists view color therapy with skepticism and point out that the supposed effects of color are often grossly exaggerated. Colors also have different meanings in different cultures.
Research has demonstrated in many cases that the mood-altering effects of color may only be temporary. A blue room may initially cause feelings of calm, but the effect dissipates after a short period of time.
However, existing research has found that color can impact people in a variety of surprising ways:
- Warm-colored placebo pills were reported as more effective than cool-colored placebo pills in one study.3
- Blue-colored streetlights can lead to reduced crime according to anecdotal evidence.
- Red causes people to react with greater speed and force, something that might prove useful during athletic activities according to researchers.4
- Black uniforms are more likely to receive penalties. Additionally, students were more likely to associate negative qualities with a player wearing a black uniform according to a study that looked at historical data of sports teams and what they were dressed.5
Color Can Influence Performance
Studies have also shown that certain colors can have an impact on performance. No one likes to see a graded test covered in red ink, but one study found that seeing the color red before taking an exam actually hurt test performance.6
While the color red is often described as threatening, arousing or exciting, many previous studies on the impact of the color red have been largely inconclusive. The study found, however, that exposing students to the color red prior to an exam has been shown to have a negative impact on test performance.
In the first of the six experiments described in the study, 71 U.S. colleges students were presented with a participant number colored either red, green or black prior to taking a five-minute test.
The results revealed that students who were presented with the red number before taking the test scored more than 20% lower than those presented with the green and black numbers.
Color and Consumer Purchases
Color psychology suggests that various shades can have a wide range of effects, from boosting our moods to causing anxiety. But could the color of the products you purchase ever say something about your personality? For example, could the color of the car you buy somehow relate to some underlying personality traits or quirks?
Your color preferences why buying items might say something about the type of image you may be trying to project. Color preferences, from the clothes you wear to the car you drive, can sometimes make a statement about how we want other people to perceive us. Other factors such as age and gender can also influence the color choices we make.
- White: As many of our readers have suggested, the color white can feel fresh and clean. The color is often used to evoke a sense of youth and modernity.
- Black: Our readers often describe black as a “powerful” color, which might be the reason why black is the most popular color for luxury vehicles. People often describe the color as sexy, powerful, mysterious, and even ominous.
- Silver: It’s the third most popular color for vehicles and linked to a sense of innovation and modernity. High tech products are often silver, so the color is often linked to things that are new, modern, and cutting-edge.
- Red: Dreaming of a red vehicle? Red is a bold, attention-getting color, so preferring this type of car might mean you want to project an image of power, action, and confidence.
- Blue: People often describe blue as the color of stability and safety. Driving a blue car or SUV might indicate that you are dependable and trustworthy.
- Yellow: According to the experts, driving a yellow vehicle might mean that you are a happy person in general and perhaps a bit more willing than the average person to take risks.
- Gray: The experts suggest that people who drive gray cars don’t want to stand out and instead prefer something a bit more subtle.
Of course, the color selections we make are often influenced by factors including price, selection, and other practical concerns. Not only that, but color preferences can also change in time.7
A person might prefer brighter, more attention-getting colors when they are younger, but find themselves drawn to more traditional colors as they grow older. The personality of the buyer can play an important role in color selection, but buyers are often heavily influenced by factors such as price as well as availability.
For example, purchasing a white vehicle might be less about wanting people to think that you are young and modern and more about the climate you live in; people who live in hot climates typically prefer light-colored vehicles over dark ones.
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