Color psychology is the study of hues as a determinant of human behavior. Color influences human perception, preference, and psychology but also perceptions that are not obvious, such as the taste of food. Colors have qualities that can cause certain emotions in people. Although color associations can vary contextually between cultures, color preference is to be relatively uniform across gender and race.
Despite the general lack of research in this area, researchers and experts have made a few important discoveries and observations about the psychology of color and the effect it has on moods, feelings, and behaviors.
The way color affects our mental and emotional constitution dates to the ancient Egyptians who studied the effects of color on mood and used them to accomplish holistic benefits. For example, red was thought to increase circulation, orange to increase energy, and blue to soothe pain.
The development of modern psychology also expanded the study of color, which has been used in design and marketing, architectural design, and interior design successfully for decades.
Cool hues are relaxants, and are generally preferred over their more arousing warm counterparts.
They discovered relatively simple patterns in which brightness and saturation had substantially greater effects on emotions than hue.
Warm hues. Although it is difficult to assess the psychological effects of color objectively, most researchers are in general agreement that long-wavelength colors (warm hues such as yellow and red) are more arousing than short-wavelength colors (cool hues such as blue and green; Valdez & Mehrabian, 1994). Warm colors raise the heart rate and increase hunger (Berman, 2007). This makes them popular choices for fast- food restaurants. They are also eye-catching.
Yellow and orange share many of the same properties. Color theorists agree that yellow is a happy hue (Cimbalo et al., 1978; Hemphill, 1996). It has pleasant connotations of sun, brightness, and warmth (Cimbalo et al.).
In soft, creamy tones, yellow is soothing (Berman, 2007).
Cool hues. Cool hues, on the other hand, are recognized as more relaxing, and are collectively much better liked (Crozier, 1999). Blue is a foil to red in almost every way, lowering blood pressure (Birren, 1997), stimulating creativity (Mehta & Zhu, 2009), and stifling hunger (Bleicher, 2005).
Green’s psychological effects vary widely with its different tones. A happy color (Cimbalo et al., 1978), it is primarily associated with nature, trees, and vegetation (Hemphill, 1996), which often gives it a relaxing quality.
RED
Red emotes feelings of energy, war, danger, strength, power, and determination. Reddish-brown is associated with harvest and fall, and dark red is associated with vigor, willpower, rage, anger, leadership, courage, longing, malice, and wrath. As the most intense color, red raises a room’s energy and is a good choice to stir up excitement.
PINK
Pink, depending on the hue, it can make a room playful and warm. Some shades of pale pink are described as relaxing, while very bright, vibrant shades can be stimulating or even aggravating. Pink is thought to have a calming effect. One shade known as "drunk-tank pink" is sometimes used in prisons to calm inmates. Sports teams sometimes paint the opposing team's locker room pink to keep the players passive and less energetic. While pink's calming effect has been demonstrated, researchers of color psychology have found that this effect only occurs during the initial exposure to the color. When used in prisons, inmates often become even more agitated once they become accustomed to the color.
ORANGE
Orange is associated with joy, sunshine, and the tropics. It represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation. In ancient cultures, orange was thought to increase energy levels and heal the lungs. Red-orange corresponds to desire, sexual passion, pleasure, domination, aggression, and thirst for action. Like red, orange stimulates appetite and is a great kitchen and exercise room color. An apricot or terra cotta orange (increasingly popular in the mid-west) can be relaxing. Bright orange adds warmth and adventure, but can be overpowering if used excessively.
YELLOW
It can appear warm and bright, yet it can also lead to visual fatigue. Yellow can also create feelings of frustration and anger. While it is considered a cheerful color, people are more likely to lose their tempers in yellow rooms. Since yellow is the most visible color, it is also the most attention-getting color. Yellow can be used in a small amount to draw notice. While it can be an energetic color, this intensity can also have a downside. Sometimes yellow can come off as very aggressive and even confrontational. In great quantities, people may be left feeling irritated or even angry when surrounded by yellow.
GREEN
Green is thought to relieve stress and help heal. Those who have a green work environment experience fewer stomachaches. Green's calming effects may be due to its associations with nature, which people often feel is relaxing and refreshing.
Considered the most restful color for the eye, green can transcend a sense of calmness and security when used in interior design. Green symbolizes growth, harmony, freshness, and generally makes people feel emotionally safe.
BLUE
Blue is often used to decorate offices because research has shown that people are more productive in blue rooms. Blue slows down the metabolism and has a calming effect, so it is considered to be beneficial to the mind and body when used in the home or office. It is said that blue will help bring down blood pressure and slow the heart rate. Light or pastel blue can create tranquility and is associated with health, healing, but can come across as ‘chilly’ on the walls in a room that receives very little natural light.
PURPLE
Purple, in its darkest values, is dramatic, rich, and sophisticated. Lighter values of purple, such as lavender, can add a restful quality to a bedroom.
WHITE
White is bright and can create a sense of space or add highlights. Designers often use the color white to make rooms seem larger and more spacious. White is also described as cold, bland, and sterile. Rooms painted completely white can seem spacious, but empty and unfriendly. Hospitals and hospital workers use white to create a sense of sterility. Some of the positive meanings that white can convey include cleanliness, freshness, and simplicity. On the negative side, white can seem stark, cold, and isolated. Consider how a large, white, empty room might seem boring, bland, and stark.
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