Color psychology deals with e conducting various researches on hues and investigating their influence on human behaviour (Labrecque & Milne, 2012). Such parameters as age, gender, and culture can affect how one sees and perceives color. Although there are efforts to categorize the customer’s response to unique colors, all and sundry perceives color in various ways (Neville, Awad, Brooks, Flores, & Bluemel, 2013). The emotional and physiological outcome of color perception in every person is impacted by a number of features, for instance, earlier experiences, gender, religion, natural environment, race andculture. For example, men claim that red colored clothes make females appear more eye-catching. On the other hand, women argue that the color of the male’s clothing does not impact their attractiveness (Labrecque & Milne, 2012).
Color impacts human perception of the things and notions that are not clear, for instance, the flavor of food. Furthermore, colors can improve the efficiency of placebos. For instance, orange pills are frequently employed as stimulants (Elliot & Maier, 2014). Interestingly, color psychology is also broadly applied in branding and marketing. Thus, is vital for understanding many aspects of human life. However, it is important to note that, color certainly impacts an individual,yet the outcomes vary amid people.
Color has been applied to generate feelings of spaciousness. Nonetheless, how individuals are affected by diverse color stimuli differs. The blue color is a favorite colour of 35% of US population, after which go green and purple (Labrecque & Milne, 2012). A choice of blue and green may be caused by distinct habitats that are useful in the ancestral surroundings (Elliot & Maier, 2014). It is apparent that color preference relies on ambient temperature. Cold individuals desire warm colors, for instance, yellow and red. On the other hand, hot persons choose cool colors, for example, green and blue (Labrecque & Milne, 2012). A recent study shows that men have preferences for warm colors while women are fond of the cool ones. Various investigations have also proved that cultural setting has a significant influence on the color choice. A wide pool of studies claims that individuals from the same province irrespective of the race would have similar color favorites (Elliot & Maier, 2014; Labrecque & Milne, 2012). Furthermore, a given region could have unlike preferences from that of another.
As per the research conducted in the US, colors might influence one’s mood. According to psychologist Elliot, females clothed in red may considerably appear more sexually alluring in comparison to women dressed in any other color (Elliot & Maier, 2014). Common relations linking a color to a specific mood vary ethnically. For example, one investigation scrutinized color relations and moods with participants from countries such as the US, Germany, and Poland. The outcomes were that all nations connected black and red with anger. Nevertheless, only the Poles linked purple with both jealousy and anger. Additionally, only the Germans connected jealousy with the yellow color. These transformations highlight how culture affects peoples’ perception of color and its association to mood.
Since color is a significant aspect of the visual appearance of merchandises and aimed at enhancing, product recognition, color psychology has turned out to be an essential tool in marketing (O’Connor, 2011). Present studies in marketing have revealed that color may be applied to demonstrate product’s personality (Elliot & Maier, 2014; O’Connor, 2011). Dealers must be conscious of the usage of color in dissimilar media in addition to the fluctuating descriptions and feelings that a specific audience might assign to color.
When making color choices, it is essential to persuade the preferred audience to get and carry the right message. Color decisions may influence both endless messages and secondary product values and features in every communication (Neville et al., 2013). Color ought to be sensibly designated to bring into line the central message and emotions being transmitted. Research concerning the impacts of color on product preferences shows that the product could influence the client’s choice and purchase culture (Elliot & Maier, 2014).
Specifically, the red color has been proved to affect the sports performance. In particular, in the 2004 Summer Olympics, the sportsmen in wrestling, boxing, and taekwondo were randomly provided with uniforms of red and blue color (O’Connor, 2011). Later on, a certain study proved that those in red won 55% of all the bouts, which was a statistically substantial upsurge over the predictable 50%. The colors influenced sessions where the contestants were carefully coordinated in capability, and those clothed in red won 60% of the bouts (Neville et al., 2013).
In conclusion, the mental and physical impacts of color are evident in daily life of all people. It is particularly significant to comprehend how different colors influence people and be cautious when designing clothes, setting up and promoting brands as well as when curing people or getting ready for the date. Nonetheless, it is also vital to note that particular colors ought not to be overused as. they sway people’s psychological and physical well-being greatly and outcomes can be negative.
Elliot, A. J., & Maier, M. A. (2014). Color psychology: Effects of perceiving color on psychological functioning in humans. Annual Review of Psychology, 65, 95-120.
Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: The importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727.
Neville, H. A., Awad, G. H., Brooks, J. E., Flores, M. P., & Bluemel, J. (2013). Color-blind racial ideology: Theory, training, and measurement implications in psychology. American Psychologist, 68(6), 455.
O’Connor, Z. (2011). Color psychology and color therapy: Caveat emptor. Color Research & Application, 36(3), 229-234.