Color Psychology
From Principles of Applied Arts
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Color psychology is a field of study devoted to analyzing the effect of color on human behavior and feeling, distinct from phototherapy (the use of ultraviolet light to cure infantile jaundice). Color psychology is an immature field of study viewed dubiously by mainstream psychologists and therefore qualifies as "alternative medicine". Critics view it as an overstatement of what can be justified by research, and point out that different cultures have completely different interpretations of color. Practitioners of color psychology, sometimes called color consultants, claim there are a number of reactions to color which seem to be noted in most persons. They also note that common physiological effects often accompany the psychological effects. Color consultants claim hues in the red area of color are typically viewed as "warm" while those in the blue and green range are typically viewed as "cool". Reds are also viewed as active and exciting, while the blues and greens are viewed as soothing and passive. Physiological tests have revealed similar responses. It's claimed that red hues increase bodily tension and stimulate the autonomic nervous system, while "cool" hues release tension. Color consultants also point to an increasing number of studies linking colors to specific responses. One study found that weight lifters have more powerful performances in blue rooms, and another study found that babies cry more frequently in yellow rooms. Color consultants believe that the colors used in the design of environment can have a significant impact on the emotions and performance of people within that environment.
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Cultural contexts of colors
Here are some common cultural connotations (See also, color symantics) attached to colors in Western cultures, particularly in the United States:
| Color | Positives | Negatives |
|---|---|---|
| Red | Passion, strength, energy, fire, love, sex, excitement, speed, heat, leadership, masculinity, power | Danger, fire, blood, war, anger, revolution, radicalism, aggression, stop |
| Blue | Seas, skies, stability, peace, unity, harmony, tranquility, calmness, coolness, confidence, water, ice, loyalty, conservatism, dependability, cleanliness, technology, winter | Depression, coldness, obscenity, ice, winter |
| Green | Nature, spring, fertility, youth, environment, wealth, money (US), good luck, vigor, generosity, go, grass | Inexperience, envy, misfortune, jealousy, money, illness, greed |
| Yellow | Sunlight, joy, happiness, optimism, idealism, wealth (gold), summer, hope, air | Cowardice, illness (quarantine), hazards, dishonesty, avarice |
| Purple | Elegance, sensuality, spirituality, creativity, wealth, royalty, nobility, ceremony, mystery, wisdom, enlightenment | Cruelty, arrogance, mourning, profanity, exaggeration, confusion |
| Orange | Energy, balance, heat, fire, enthusiasm, flamboyance, playfulness | Warning, danger, fire |
| White | Reverence, purity, snow, peace, innocence, cleanliness, simplicity, security, humility, marriage, sterility, winter | Coldness, sterility, clinical, surrender, cowardice, fearfulness, winter, unimaginative |
| Black | Power, sophistication, formality, elegance, wealth, mystery, style | Evil, death, fear, anonymity, anger, sadness, remorse, mourning, unhappiness, mystery |
Various cultures see color differently. In India, blue is associated with Krishna (a very positive association), green with Islam, red with purity (used as a wedding color) and brown with mourning. In most Asian cultures, yellow is the imperial color with many of the same cultural associations as purple in the west. In China, red is symbolic of celebration, luck and prosperity; white is symbolic of mourning and death, while green hats mean a man’s wife is cheating on him. In Europe colors are more strongly associated with political parties than they are in the U.S. In many countries black is synonymous with conservatism, red with socialism, while brown is still immediately associated with the Nazis. Many believe that blue is universally the best color as it has the most positive and fewest negative cultural associations across various cultures.
Studies have shown most colors have more positive than negative associations, and even when a color has negative association, it is normally only when used in a particular context.
People in many cultures have an automatic negative perception of the color black, according to some researchers1. Thomas Gilovich and Mark Frank found that sports teams with primarily black uniforms were significantly more likely to receive penalties in historical data. Students were more likely to infer negative traits from a picture of a player wearing a black uniform. They also taped staged football matches, with one team wearing black and another wearing white. Experienced referees were more likely to penalize black-wearing players for nearly identical plays. Finally, groups of students tended to prefer more aggressive sports if wearing black shirts themselves.
Developing Your Palette
Color affects our moods, whether it is in our living and working environment or in the clothing we wear. We feel energized and uplifted by some colors, calmed and quieted by others. The intensity of a color as well as its tint or shade can also affects its influence. Iridescence can also affect the mood of a color.
For example, while orange is very energizing, peach is more soothing. Below are colors and some of their associations.
Red
Stimulates the appetite, raises blood pressure, attracts attention, creates excitement and takes control. It is forceful, bold, extreme, aggressive, impulsive, energetic. Red suggests physical strength, rejuvenation, self-confidence, love, passion, sensuousness, danger, courage, vitality. It is the first color the eye sees upon awakening.
Orange
Is friendly, cheerful, happy, associated with thirst and refreshment, an energy color, associated with movement. It creates a sense of order and equality without power and control. Orange is an antidepressant, conferring respiratory & intestinal health. It is bold, decreases hostility and irritability, with a social, gregarious, active, jovial, fickle, and extroverted side.
Yellow
Stimulates memory, mental clarity, with uplifting feelings of optimism, warmth, cheerfulness, wisdom, and brightness. It aids digestion, stimulates circulation, but signals frustration, caution. Yellow is the most difficult color for the eye to process and see.
Green
Confers a sense of relaxation and comfort, represents health and prosperity, and refreshes the spirit. It is the most well-liked color and the easiest color for the eye to see. It suggests balance, harmony, replenishment, heart health, growth, birth, envy, inexperience, wealth, refreshment, compassion, rejuvenation, balance, moderation, concentration, security.
Blue
Is non-threatening, and is a symbol of trust and longevity. It is refreshing, soothing, calm, dependable, anti-inflammatory, an insomnia and headache relief. It slows metabolism, lowers blood pressure, decreases heartburn and indigestion, and is associated with travel and leisure, authority and strength. Blue is the most popular color in the U.S.
Purple
Contains elements of surprise and magic. It is philosophical, and represents royalty. It suggests romance, imagination, passion. It suppresses appetite, and fosters love, wisdom, reverence, inspiration, spirituality, an enlightened feeling, and quietness. Purple eases the mind and overactive glands, conveying elegance and artistic creativity.
Black
Suggests sophistication, elegance, dignity, power, worldliness, aloofness, intimidation, and mystery.
White
Indicates purity, innocence, cleanliness, youth, naiveté.
Gray
Lacks assertiveness, but suggests intelligence, guarded behavior, a sense of discipline.
Brown
Conveys warmth and comfort, solidarity, positive food associations (from the orange family), and evokes less intense behavioral responses.
