What Is Color Psychology, How Is It Used In Consumer And Therapy?

In 1666, British scientist Sir Isaac Newton discovered that when pure white light passes through a prism, it separates into all visible colors. Newton also found that each color consists of a single wavelength and cannot be separated into other colors. Other experiments have shown that light can be combined to create other colors. For example, the combination of yellow and red results in orange. Some colors, such as green and magenta, cancel each other out when mixed, resulting in a white light.

Those who have done painting before have probably noticed how certain colors can be mixed to create other colors. Researchers Andrew Elliot and Markus Maier state that, given the prevalence of color, color psychology should be a well-developed field. Today, there are very few studies on the functionality of color psychology, but it is surprising that these studies are not far from being scientific.

Although research on the effects of color on psychology is insufficient, this concept concept has become a factor that has been taken into consideration in art, design, marketing and many other fields. This meaning is generally anecdotal, but researchers and experts have made several observations and discoveries about the effects of color on people’s moods and psychology. Feelings about color are often deeply personal and based on one’s own experience or culture. For example, while the color white represents innocence and purity in many Western countries, it represents mourning and sadness in most Eastern countries.

Psychological Effects of Color

Why does color play such a powerful role in human life? What effects can it have on the human body and mind? Although color perception seems subjective, there are some color effects that are universal. Colors in the red area of the color spectrum are known as warm colors and include red, orange, and yellow. And these warm tones evoke moods ranging from feelings of comfort and warmth to feelings of hostility and anger.

Colors on the blue side of the color spectrum are known as cool colors and include blue, purple, and green. These colors are often described as calm, but can also suggest feelings of sadness or indifference. People react differently to different colors. It is necessary to know the effect of each color on psychology to learn more about its possible effects.

Color Psychology as Therapy

Many ancient cultures, including the Egyptians and Chinese, practiced color therapy or the use of colors for healing. Chromotherapy is sometimes called color therapy or light therapy. Color science is still used today as a holistic or alternative treatment. The function of colors in this treatment used is as follows:

• Red: Used to stimulate the body and mind and increase circulation.

• Yellow: It stimulates the named nerves and purifies the body.

• Orange: Used to heal the lungs and increase energy levels.

• Blue: Believed to soothe diseases and cure pain.

• Indigo: These tonos are thought to alleviate skin problems.

Modern Research in the Psychology of Color

Most psychologists look at color therapy with suspicion and note that the alleged effects of color are often extremely exaggerated. Colors also have different meanings in different cultures. Studies have determined that changing the mood of a person in many situations is temporary effects. A blue room may initially cause calm emotions, but the effect dissipates after a short time. However, current research has found that color can affect people in a variety of surprising ways. Its effects are as follows:

• In a study, it was stated that placebo pills with warm tones are more effective than cold tones.

• Blue street lights may reduce crime, according to anecdotal evidence.

• Red causes people to react with higher speed and strength, which, according to researchers, could be beneficial during athletic activities.

• Black uniforms are more likely to be penalized. Additionally, according to a study looking at historical data of sports teams and what they wore, students are more likely to associate negative traits with a player wearing a black uniform.

Color May Affect Performance

Studies have also shown that certain colors can have an effect on performance. No one likes to see a graded test covered in red ink, but one study found that seeing red before taking an exam really hurt test performance.

While red color is mostly defined as a stimulating, exciting and threatening color, studies on these effects have not been concluded. However, the study showed that exposing students to the color red before the exam had a negative effect on test performance.

In the first of six experiments described in the study, 71 American college students were given a participant number in red, green, or black before starting a five-minute test. The results revealed that students who were shown with a red number before taking the exam, scored 20% lower than those presented with green and black numbers.

Color and Consumer Purchases

Color psychology suggests that various shades can have a wide variety of effects from raising mood to causing anxiety. But can the colour of the products purchased say anything about the personality of the consumer? Could the colour of the car being bought, for example, be somehow related to some underlying personality traits or quirks? Color preferences, from the clothes worn to the car used, can sometimes give an explanation about how others want to perceive the person. Other conditions, such as gender and status, can be effective in color choices. Its effects are as follows:

• White: White can feel fresh and clean, as many people suggest. This color is mostly used to stimulate a sense of modernization and youth.

• Black: Black is often described as a strong color, which may be why black is the most popular color for luxury vehicles. People often describe it as power, mystery, sex.

• Silver: The third most popular color in cars, it is associated with a sense of modernity and renewal. Technological products are mostly silver and linked to innovation.

• Red: It is defined as an eye-catching and bold color. Therefore, using a tool of this color indicates action, confidence, power, image, action and preferred.

• Blue: People mostly describe trust and stability in blue. Driving a blue SUV gives the impression of being reliable.

• Yellow: Using a yellow tool can mean that the person is generally a happy person and perhaps a little more willing to take risks than the average person, according to experts.

• Gray: Experts report that people who drive gray cars do not want to stand out and prefer something a little thinner instead.

Of course, the color choices made are often influenced by factors such as price, choice, and other practical concerns. Not only that, but color preferences can change over time. A person may prefer brighter, more attention-grabbing colors when they are younger, but as they age, they may draw themselves to more traditional colors. The personality of the purchaser can play a major role in color selection, but availability and price are often the factors that are affected. For example, buying a white vehicle might be asking people to think you’re young and modern, and less about the climate you live in; People living in hot climates generally prefer light colored vehicles to dark ones.

As a result, experts have found that while color may have an effect on how a person feels and behaves, these effects are subject to personal, cultural, and situational factors. More scientific research is needed to better understand the psychology of color.