Blue triggers disgust and loss of appetite because there are no natural foods in bright blue. These implicit color expectations may alter how we respond to food or beverages. Green is not usually a color associated with chocolate, dessert and sweetness. Instead, if a dairy product turns green it indicates that it turned bad. Therefore, this color association might keep some Europeans from trying and enjoying this version of the chocolate bar.
It can be culturally biased through historic events or political groups, but that depends on the context. Often, black is related to power, strength and authority. Think of black doctorate robes intellectual power or a black belt in karate physical and mental strength.
However, sports teams whose uniforms are black receive more penalties, and the players are associated with negative qualities such as aggression. Whether you are feeling warm or cold can depend on the color tone of your environment.
In a room painted in warm color temperature will feel higher than the same temperature in a cool-colored room. If you think of temperature-related associations to these colors, this is not surprising. Warm colors like red or yellow produce images like fire, sun, and summer in your mind. The color of your product can be the reason for a customer to buy it. Colors excite emotions in people. The effects of color often go through emotions. Thus, it can come in handy to know which emotions your target audience associates with what color.
As a result, you will be able to trigger precisely the feelings you want. The use of warm colors in your campaigns or logo generally evokes trust and a positive attitude towards your brand. As a consequence, it leads to loyalty and increases purchasing intentions. One study found that red in the logo causes employees to work harder.
Another study assessed the effect of colors on performance. Students who had to wait in a red painted room before taking an exam showed significantly lower test results.
The researcher reasoned that it might be because red is associated with danger and failure mistakes in exams are usually marked in red. The same pattern of impaired performance caused by literally seeing red is present in sports games and competitions. In a study, teams that faced opponents wearing a red outfit lost more often than when the opponents were wearing blue.
Warm colors such as red and orange seem to activate the survival mode, increasing speed and force but decreasing patience and creativity. Cool colors like blue seem to have opposing calming effects. They are relaxing and enhance creativity. Installing blue-colored lights in train stations or streets can even reduce the crime rate. Red initialises a survival reaction to cope with potential danger.
The perception of time in those situations shifts. Remember a situation in which you were nervous and cautious; the time just felt endless. Evolutionary, this allows you to pay attention to greater detail and act more precisely in this moment of danger. Thus, our ancestors were aware enough to grab the spade to protect themselves from the tiger just in time. How could this be useful?
It depends on the context. In a busy restaurant with limited seating, you might want customers to leave quicker. But at an airport you might want to let travellers perceive waiting times for delayed flights as shorter instead of longer. Color does not only affect our psychological and emotional state but also our body.
Use the colors in solids or prints as tops, blouses and shells under pantsuits with camel, beige, taupe as well as purple and charcoal. Men can wear teal ties to their advantage when they want to look approachable and authoritative. Blue is the color of trust, serenity, and peace. It suggests loyalty and integrity as well as conservatism and predictability.
This has the opposite effect on the brain than red. It is calming, reducing tension and fear, slowing the pulse rate and reducing appetite. While inspiring wisdom and higher ideals, it is sincere, reserved, and quiet. Being cool, it creates a sensation of space. Because blue is the most universally favored color of all, it is the safest to use in business and airline uniforms.
It relates to trust, honesty, and dependability, therefore helping to build customer loyalty. Blue works well for the corporate world and is often used in important meetings.
Wear it when interviewing, and meeting business professionals such as accountants, insurance companies, bankers and other financial companies where trust and reliability are important. The downfall of blue and especially navy is that it can seem mature, conservative, boring or denote a rigid outlook.
However, there are many blues that are more exciting than the navy. Think of a royal or a teal blue that is credible yet more interesting. Great for a conservative audience perhaps.
Vary it a little with a blue or navy suit and white or pale blue shirts. What about a tie in varying shades of blue with a splash of red! Purple is the color of imagination and spirituality, inspiring high ideals. It can be creative and individual or immature and impractical. It is also an introspective tone, allowing us to connect with our deeper thoughts.
People drawn to purple are usually sensitive and compassionate, understanding and supportive, thinking of others before themselves. They will often have a peaceful and tranquil quality, with quiet dignity about them. Purple implies wealth, even royalty , as well as quality, fantasy, and creativity.
It is often used to denote a high-quality or superior product. If you are in a service business, use some purple in your marketing to promote your premium service. On your next shopping trip look for purple which is a much more creative choice than buying another black jacket.
Wear it with the confidence that you are going to look expensive and creative. Purple ties and pastel mauve or pinstripe shirts for men are often favored by the more adventurous, creative dressers. Wear them with confidence if you are representing a creative industry, service or product.
Charles Spence , a professor of experimental psychology at Oxford University, has found that red is associated with sweetness, so much so that participants in one of his studies thought that salty popcorn tasted sweet because it had been served in a red bowl.
Coca-Cola and other food and beverage companies have engaged Spence to help them more precisely know—and influence—their consumers. The Spence findings might not hold up in every culture, though. Research and observations around the world have documented differences in preference and perception among various cultures. Palmer recently completed a study—as yet unpublished—that found a significant difference in color preferences between American and Chinese participants.
All were asked to write down both concrete objects and symbols or abstract concepts associated with particular colors, and then they were asked how much they liked the particular objects and concepts or symbols.
Objects were the crux of the color preferences for the Americans, while the concepts and symbols mattered more to the Chinese participants.
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