There is a lot of scientific research recognizing that there is a distinct relationship between colour, mood and behaviour. For example, when grey skies and
rain surround us, we tend to draw in. Bright blue skies, a colourful garden, flowers and green forests have the opposite effect. The following facts
demonstrate the psychological effects of colour:
- People actually gamble more and make riskier bets when under a red light as opposed to a blue light. That's why Las Vegas is the city of red neon.
- A recent survey in England found that red is the least favourite of colours for front doors. It suggested that if you are selling your house, a green door will help sell it faster.
- London England’s Blackfriar bridge reduced its suicides by 33% when it was painted from black to green.
- It is found that women were more likely than men to have a favourite colour. The same study found women to prefer soft colours while men prefer bright ones.
Cultural influences, our beliefs and our upbringing also have an effect on the way we see colour.
In most Asian cultures, yellow is the imperial colour and has very similar cultural associations as purple has in the western world. In China, red is associated with luck and prosperity. White in China is symbolic of death and mourning.
In Europe colours are more strongly associated with political parties and social movements. Blue is mostly synonymous with conservatism, black with anarchism and red with socialism.
Green has always been used by organizations and groups concerned with the state of the environment because of its ambudance in nature and its association with it.
At times of political and economic uncertainty, the safe comforting colours like beiges and browns are more popular. At times of rampant optimism, bright greens, aquas, even yellow greens are the colours of choice.
Colour marketing groups are able to capture the mood of the consumer and capitalize on it by directing their members marketing campaigns based on their findings. The popular colours of today are usually the forecast colours of a few years ago.
The following is a basic guideline of the different moods colour can create:
- Greys, charcoal: cool, distant, neutral
- Earth tones: warm, friendly
- Oranges, peaches: inviting
- Red: passionate, emotional, aggressive
- Purples, violets: sophisticated, fashionable
- Blues: tranquil, soothing, harmonious
- Browns: comfortable, dependable
- Teal, turquoise: cool, constant
- Greens: full of life, fresh, honest
- Yellow: happy, bright, warm
- Pinks: emotional, sensitive
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