Psychological Effects of Color

Physiological reactions: Dr. Norman Donald, Professor of Computer Science at NW University, Chicago, USA made interesting observation through his research on Color and Emotion.  Although there has not been a great deal of conclusive evidence linking colors to specific responses, research suggests that certain colors do evoke physical responses. There are colors that can evoke the taste (salty, sweetish, and sour). Color can influence our emotions, our activities. Our interaction varies with people, things and ideas due to the influence of colors. Much has been studied and written about color and its impact on our daily lives. However, it is extremely difficult to quantify the human relation with colors and affect. In most of the traditional countries and cultures color may become a binding force.

Psychologists have found the following results from the effect of color in general-

	RED: warmth, love, anger, danger, boldness, excitement, speed, strength, energy, determination, desire, passion, courage
	ORANGE: cheerfulness, low cost, affordability, enthusiasm, stimulation, creativity, aggression, food
	YELLOW: attention-grabbing, comfort, liveliness, cowardliness, hunger, optimism, overwhelm, Summer, comfort, liveliness, intellect, happiness, energy, conflict
	GREEN: durability, reliability, environmental, luxurious, optimism, well-being, nature, calm, relaxation, Spring, safety, honesty, optimism, harmony, freshness
	BLUE: peace, professionalism, loyalty, reliability, honour, melancholia, boredom, coldness, Winter, depth, stability, professionalism, honour, trust
	PURPLE: power, royalty, nobility, elegance, sophistication, artificial, luxury, mystery, royalty, elegance, magic
	GRAY: conservatism, traditionalism, intelligence, serious, dull, uninteresting
	BROWN: relaxing, confident, casual, reassuring, nature, earthy, solid, reliable, genuine, Autumn, endurance
	GRAY: conservatism, traditionalism, intelligence, serious, dull, uninteresting
	BLACK: Elegance, sophistication, formality, power, strength, illegality, depression, morbidity, night, death
	WHITE: Cleanliness, purity, newness, virginity, peace, innocence, simplicity, sterility, snow, ice, cold simplicity, sterility, snow, ice, cold

(Ref. http://changingminds.org/disciplines/communication/color_effect.htm ; June 8, 2012) Color Psychology