Even when you are tuned in to the color around you, like on a sunny day when a wall looks brighter than usual, or on a cloudy day when color seems drab and lifeless, it can still be challenging to pin down exactly why you are responding in a particular way. That's because multiple signals all converge into a single response to a color or color scheme. Color psychology reveals that there is more happening under the surface than we realize.
The good news is that while some of your reactions to color are subjective, many color responses are predictable. Gaining insight by studying color psychology, theory, and science provide a jumping off point for determining what colors will work best in any given situation and what the likely reactions to those colors will be.
When you combine color psychology with the messages and meanings of color and a solid understanding of the basics of color application, you create a compelling base of knowledge that will serve you well whether you are creating a new look for a multi-million dollar brand or merely redecorating your bedroom.
It turns out, the effects of color are both powerful and far-reaching. How do we know? Let’s examine some aspects of our lives that we can prove are affected by color.
A University of Rochester study demonstrated a profound connection between men’s physical attraction to women and the color red. Testing theories in a variety of scenarios and aspects, researchers determined that the presence of red makes women more attractive to men. Men are more willing to date, spend money, and to engage in sexual activity with women wearing red. What’s even more fascinating? Men are entirely unaware of their tendency to perceive women wearing red as more attractive.
As it turns out, the same is true for women. A later study – also at the University of Rochester—determined that women are more likely to find men attractive and to be open to intimate relationships with men when the color red is present. So, the color red makes us more sexually attractive. That’s a powerful force.
A study from the Memorial University of Newfoundland found a relationship between the way we taste food and\ the color of the plate under that food. When presented on round white plates, a piece of cheesecake is thought to be sweeter, more intensely flavored, of higher quality, and more pleasing than that same cheesecake presented on round black plates.
But color affects more than our perception of taste. Coloring can even change our perception of a product’s healthiness. A study at the University of Twente in the Netherlands discovered that we rate foods packaged in natural-colored packagings – like brown – as healthier when compared to products packaged in colors like yellow. To amplify that perception, a company would use packaging is of natural materials – like cardboard – as compared with plastic.
A study conducted by Travelodge UK found that the color of our bedroom walls can have a significant effect on the amount and quality of sleep we get each night. The study found that blue walls are the best promoters of rest, followed by yellow, green, and silver. The worst colors for sleepy time are red, gray, beige, brown, and purple.
It shouldn’t be any surprise that color can influence our purchasing decisions, but you might be taken aback by just how influential color can be. For example, when consumers look at a new product, they tend to make decisions about that product quickly – in about ninety seconds. And the single most crucial component in that decision? Color. Color accounts for roughly ninety percent of our initial judgment.
But when making a significant purchase, the importance of color grows even more substantial. 92.6% of consumers say that the appearance of a product is the most critical factor in their decision to purchase.
It’s no wonder companies put so much effort and expense into packaging, logos, and branding. It matters. A lot!
The Stroop effect is one of the best-known phenomena in cognitive psychology and one of the most famous and widely used psychological tests ever developed. It is elegant in its simplicity, highly effective, and employs the power of color.
The Stroop effect is a demonstration of interference in the reaction time of a task. The easy explanation is that the test requires participants to say the written color names of a set of words independent of the actual color of the word. It is surprisingly more difficult than most people think.
Here is a more scientific explanation from The National Center for Biotechnology Information: The Stroop Color and Word Test is a neuropsychological test extensively used to assess the ability to inhibit cognitive interference that occurs when the processing of a specific stimulus feature impedes the simultaneous processing of a second stimulus attribute, well-known as the Stroop Effect.
The effect, named after John Ridley Stroop, who first published the results in English in 1935, had previously been published in Germany in 1929 by Erich Rudolf Jaensch but its roots can be followed back to works in the nineteenth century. The Jaensch paper is one of the most cited in the history of experimental psychology, leading to more than 700 Stroop-related articles and many variations of the initial Stroop test.
Eric H. Chudler, PhD, Executive Director, Center for Neurotechnology at Washington State University and I wrote this article that explains how to take the Stroop Effect Test and what is going on in your mind while you are doing it.
Then come back and leave a comment below telling me about your experience.
How does it influence your purchasing decisions? How about your appetite? Do the colors you wear reveal information about your personality? I’d enjoy hearing about your experiences with color and how color affects your life. Please leave a comment below and let me know how color affects you.
Feature Image Credit: Shutterstock
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