Color psychology is the study of color as a determinant of human behavior. Color affects unclear perceptions, such as the taste of food. Color can also increase the effectiveness of placebo. For example, red or orange pills are commonly used as a stimulant. Color can indeed affect a person; However, it is important to remember that these effects differ among people. Factors such as gender, age, and culture can influence how a person perceives color. For example, heterosexual men tend to report that red dress increases the attractiveness of women, while heterosexual women reject any clothing color that affects men.
Color psychology is also widely used in marketing and branding. Many marketers see color as an important part of marketing because color can be used to influence consumer emotions and perceptions of goods and services. The company also uses color when deciding the brand logo. These logos seem to attract more customers when the color of the brand logo matches the personality of the goods or services, such as the very often used pink in Victoria's Secret branding. Colors are also important for displaying windows in stores. Research shows that warm colors tend to attract spontaneous buyers, although colder colors become more profitable.
Video Color psychology
The effect of color on perception
Unclear perceptions related to color, such as the palatability of food, may actually be partly determined by color. Not only is the color of the food itself, but also all that is in the field of eating vision can affect this. For example, in a grocery store, bread is usually sold in decorated or colored packages with golden or brown tones to promote the idea of ​​home-baked and oven-baked freshness.
Maps Color psychology
Placebo effect
The color of placebo pills is reported to be a factor in its effectiveness, with the "colored heat" pill working better as a stimulant and the "cold-colored" pill works better as a depressant. This relationship is believed to be a consequence of patient expectation and not a direct effect of the color itself. As a result, this effect seems to depend on culture.
Blue public lighting
In 2000, Glasgow installed a blue street lamp in a certain neighborhood and then reported anecdotal findings of reduced crime in these areas. This report was taken by several news outlets. A railway company in Japan installed a blue light at its station in October 2009 in an effort to reduce the number of suicide attempts, although the effects of this technique have been questioned.
Color and association preferences between color and mood
Color has long been used to create feelings of pleasure or spaciousness. However, how people are affected by different color stimuli varies from person to person.
Blue is the top choice for 35% of Americans, followed by green (16%), purple (10%) and red (9%).
Preferences for blue and green may be due to a preference for certain habitats that are beneficial in ancestral environments as described in the aesthetic article of evolution.
There is evidence that color preferences can depend on ambient temperature. Cold people prefer warm colors like red and yellow while hot people prefer cool colors like blue and green.
Some studies have concluded that women and men each prefer "warm" and "cool" colors.
Several studies have shown that cultural backgrounds have a strong influence on color preferences. These studies have shown that people from the same region regardless of race will have the same color preference. Also, one region may have different preferences from other regions (ie, different countries or different areas of the same country), regardless of race.
Children's preferences for colors they find fun and entertaining can be changed and may vary, while adult color preferences are usually not formed.
Some studies have found that color can affect mood. However, these studies do not agree exactly which mood is carried by which color.
A study by psychologist Andrew J. Elliot was tested to see if the color of a person's outfit can make it look more sexually attractive. She finds that, for heterosexual men, women who wear red are significantly more likely to attract romantic attention than women in other colors. Color does not affect the assessment of heterosexual women from other women's appeal. Other studies have shown a preference for men dressed in red among heterosexual women.
Common associations that connect color to a specific atmosphere may differ across cultures. For example, one study examined color and mood associations using participants from Germany, Mexico, Poland, Russia, and the United States. The researchers found some consistency, including the fact that all the related states are red and black with anger. However, only Poland has a purple color with anger and jealousy and only the Germans are associated with jealousy in yellow. These differences highlight how cultures influence people's perceptions of color and color relationships with moods.
Despite the cross-cultural differences regarding the 'meaning' of different colors, one study revealed that there are cross-cultural similarities that express the emotional state of people related to a particular color: for example, red is considered strong and active.
Light, color, and neighborhood
Light and color can affect the way people perceive the area around them. Different sources of light affect how the walls and other objects look. Certain colors of colors seen in natural sunlight may vary when viewed under the light of an incandescent light bulb (tungsten): lighter colors may appear more orange or "brownish" and darker colors may appear darker. The light and color of an object can affect how one perceives its position. If light or shadow, or the color of an object, mask the true contour of an object (the outline of an image) it may appear to be distinct from reality. Objects under uniform light sources will enhance the impression of three-dimensional shapes. The color of an object can affect whether it is visible to move or not. Specifically, the trajectory of objects under a light source whose intensity varies with space is more difficult to determine than an identical object under a uniform light source. This may be interpreted as a disorder between motion and color perception, both more difficult under variable lighting.
Carl Jung is most prominently related to the pioneering stage of color psychology. Jung is very interested in the properties and meaning of colors, as well as the potential of art as a tool for psychotherapy. His studies and writings on color symbolism cover a wide range of topics, from mandalas to Picasso's works to almost universal sovereignty of gold, the last of which, according to Charles A. Riley II, "reveals... peak of spirituality, and intuition." In pursuit of his studies on the use of colors and effects across cultures and periods of time, as well as in examining his patient's homemade mandala, Jung strives to open and develop the language, or code, the cipher that will become the color. He sees alchemy for further his understanding of color secret languages, finding the key to his research in the transmutation of alchemy. His work has historically informed the modern field of color psychology.
General model
The general model of color psychology depends on six basic principles:
- Color can carry a specific meaning.
- The meaning of color is based on meaning learned or biological meaning.
- The perception of color leads to an automatic evaluation by the viewer.
- The evaluation process forces color-induced behavior.
- Colors usually give effect automatically.
- The meaning of colors and effects relates to the context as well.
Use in marketing
Because color is an important factor in the visual appearance of products as well as in brand recognition, color psychology has become essential for marketing. Recent work in marketing has shown that colors can be used to communicate brand personality.
Marketers must be aware of the application of colors in different media (e.g., Print vs. web), as well as the various meanings and emotions that a certain audience can set for coloring. While there are attempts to classify consumer responses to different colors, everyone feels different colors. The physiological and emotional effects of color on everyone are influenced by several factors such as past experience, culture, religion, natural environment, gender, race, and nationality. When making color decisions, it is important to determine the target audience to deliver the right message. Color decisions can affect both direct messages and secondary brand values ​​and attributes in any communication. Colors should be chosen carefully in order to be in tune with the main message and emotion delivered in a work.
Research on the effect of color on product preferences and marketing shows that product colors can influence consumer preferences and hence purchasing culture. This is largely due to associative learning. Most of the results show that it is not a specific color that attracts all audiences, but certain colors are considered appropriate for a particular product.
Brand meaning
Color is a very influential source of information when people make purchasing decisions. Customers generally make an initial assessment of a product within 90 seconds of interaction with the product and about 62% -90% of the assessment is based on color. People often see the brand or company logo as a representation of the company. Without previous experience to the logo, we started associating brands with certain characteristics based on the main logo colors.
Color mapping provides a means of identifying potential logo colors for the new brand and ensuring brand differentiation in a visually messy market.
A study of logo colors asks participants to assess how suitable the logo colors for fictitious companies are based on the products that each company produces. Participants are presented with fictitious products in eight different colors and must assess the feasibility of colors for each product. This study shows the pattern of color matching logo based on product function. If the product is considered functional, meet the needs or solve the problem, then the functional color is considered the most appropriate. If the product is seen as a social sensory, conveys social attitudes, statuses or agreements, then social-sensory colors are considered more appropriate. Companies must decide what kind of product to produce and then choose a connotative logo color with their product functionality.
Company logo can describe meaning only through the use of color. Color affects people's perceptions of new or unknown companies. Some companies like Victoria's Secret and H & amp; R Block uses colors to change their corporate image and create brand new personality for specific target audiences. Research conducted on the relationship between logo color and five personality traits has participants assessing computer-made logos in various colors on a scale related to the brand personality dimension. Relationships are found between color and sincerity, excitement, competence, sophistication, and rudeness. A follow-up study examined the effects of brand personality perceptions and purchasing intentions. Participants are presented with the product and a preferred brand personality summary and should assess the possibility of purchasing products based on packaging colors. The intention of buying is greater if the perceived personality matches the marketed product or service. In turn, colors affect the perception of brand personality and brand personality affect buying intentions.
Although color can be useful in marketing, its value and level of use depend on how it is used and the audience it uses. The use of color will have different effects on different people, therefore experimental findings can not be universally considered true.
The specific color meaning
Different colors are considered to mean different things. For example, red tones lead to feelings of passion while blue tones are often associated with feelings of relaxation. Both of these emotions are pleasant, so therefore the color itself can gain a positive feeling in advertising. The chart below gives the perceived meaning of different colors in the United States.
Functional (F): meet needs or solve problems
Sensory-Social (S): implies attitude, status, or social consent
Combining colors
Although some companies use one color to represent their brand, many other companies use color combinations in their logos, and can be perceived differently from those colors independently. When asked to rate the color pair preferences of the previously selected pair, people usually prefer color pairs of the same color when two colors are both in the foreground; however, a greater contrast between the image and the background is preferred.
In contrast to strong preferences for the same color combinations, some people like accents with very contrasting colors. In a study of color preferences for Nike, Inc. sneakers, people typically combine adjacent colors on the color wheel, like dark blue and blue. However, smaller segments prefer to have Nike swoosh which is emphasized in different colors and contrast. Most people also use a relatively small amount of color when designing their ideal athletic shoes. This finding has relevance for companies that produce colorful goods, which shows that to attract consumer preferences, companies should consider minimizing the number of colors seen and using the same color in each product.
Color name
Although different colors can be felt in different ways, the color names are also important. Many products and companies focus on the production of a wide range of product colors to attract the largest consumer population. For example, cosmetic brands produce rainbow colors for eye shadow and nail polish, to attract every kind of person. Even companies like Apple Inc. and Dell that make iPods and laptops do it by personalizing certain colors available to attract buyers. In addition, the color name, not only the actual color, can attract or deny the buyer as well. When asked to rate the colors of swatches and products with generic color names (such as brown) or the "luxury" color names (such as mocha ), participants rated items with fancy names are significantly more preferable than items with generic names. In fact, the same paint color with two different names yields different levels of judgment, and the same effect is found when the participants rated ratings for the comfort of a towel that is given a luxurious or common color, shows the overall pattern of preference for a more luxurious color name than generally. when describing the exact same color.
Furthermore, it would seem that in addition to the favored luxury names for their aural appeal, they may actually contribute to products they represent themselves preferred, and therefore in this way affect sales. The yellow jelly with the name of atypical colors like razzmatazz is more likely to be chosen than those with more distinctive names such as yellow lemon . This may be due to a greater interest in unusual names, as well as the curiosity and willingness to "find out" why the name was chosen. Buying patterns of intentions about custom sweatshirts from online vendors also revealed a preference for unusual names. Participants were asked to imagine buying shirts and given various color name choices, some typical, some unusual. Atypical color names are selected more often than typical color names, again confirming preferences for atypical color names and for item descriptions using the names. In addition, those who choose T-shirts with atypical color names are described as more content with their purchase than those who choose similar items that have distinctive color names.
Draw attention
Color is used as a means to attract the attention of consumers to a product which then affects the buying behavior. Consumers use colors to identify known brands or find new alternatives. Various searchers look for colors that are not typical when choosing a new brand. And attractive color packaging receives more consumer attention than unattractive color packs, which can then affect buying behavior. A study that sees visual color cues focuses on predictable purchasing behavior for known and unknown brands. Participants are shown the same product in four different colors and brands. The results show that people choose packages based on colors that attract their voluntary and voluntary attention. Associations made with colors such as 'green menthol match', also affect their decision. Based on the implications of these findings can be made on the best color choices for the package. New companies or new products may consider using different colors to attract attention to the brand, however, brand companies may consider using colors similar to leading brands to emphasize product similarity. If the company changes the look of the product, but keeps the product the same, they consider maintaining the same color scheme because people use colors to identify and search for brands. This can be seen in Crayola crayons, where the logo has changed many times since 1934, but the basic package colors, gold and green, have been stored throughout.
Attention is captured involuntarily before one can consciously pay attention to something. The study looked at electroencephalography (EEG) while people made decisions on color preferences finding brain activation when favorite colors were present before participants consciously focused on them. When looking at the different colors on the screen, people focus on their favorite colors, or the colors are more prominent, before they deliberately turn their attention to it. This means that the product can capture someone's attention by color, before the person is happy to see the product.
Save and display colors
Color is not only used in products to attract attention, but also in displaying windows and stores. When people are exposed to different colored walls and pictures from the look of windows and store interiors they tend to be attracted to some colors and not to others. The findings suggest that people are physically attracted to a warm-colored look; However, they rate the cool colored look more favorable. This implies that a warm colored store display is more appropriate for spontaneous and unplanned purchases, whereas cold colored displays and store entrances may be more suitable for purchases where much customer planning and consideration occur. This is particularly relevant in shopping centers where customers can easily get into stores that interest them without previous planning.
Other studies have confirmed that store colors, and not just products, influence purchasing behavior. When people are exposed to various store color scenarios and then surveyed on the intended purchase behavior, store colors, among other factors, seem important to purchase intentions. Particularly blue, cool colors, judged to be more profitable and yield higher purchase intentions than orange, warm colors. However, all negative effects to orange are neutralized when orange shop colors are paired with soft lighting. This shows that store colors and lighting actually interact.
The color of the lighting can have a powerful effect on the perceived experience in stores and other situations. For example, time seems to pass more slowly under a red light and time seems to pass quickly under the blue light. Casinos take advantage of this phenomenon using colors to make people spend more time and therefore more money in their casinos.
Individual differences
Gender
Children's toys are often categorized as boy or girl toys based solely on color. In a study of the effects of color on perception, adult participants were shown a blurry picture of children's toys in which the only secret feature seen was the color of the toy. In general the participants categorize the toys into girls and boys toys based on the colors seen from the picture. This can be seen in companies interested in the marketing of masculine toys, such as sets of buildings, for boys. For example, Lego uses pink to specifically advertise several sets for girls rather than boys. The classification of 'girls' and 'boys' toys on the Disney Store website also use color associations for each gender. The color analysis used shows that thick toys, such as red and black, are generally classified as 'boys' toys and pastel-like toys, such as pink and purple, are classified as 'women only' toys. Toys are classified as toys of boys and girls using the color of 'boys' toys. This again emphasizes the difference in the use of colors for children's toys.
Gender differences in color associations can also be seen among adults. Differences are noted for male and female participants, where two sexes do not agree on which color pair they enjoy most when presented in different colors. Men and women also do not agree which colors should be classified as masculine and feminine. This could mean that men and women generally prefer different colors when buying goods. Men and women also mistakenly interpret what colors the opposite sex sees fit for them.
Age
Children's toys for younger age groups are often marketed by color, however, as age groups increase color to gender-less stereotypes. In general many toys become gender-neutral and therefore adopt gender-neutral colors. In the United States it is common to associate baby girls with pink baby boys and babies in blue. The difference in these young people is the difference learned from what has been since birth. Research has looked at young children, ages 7 months to 5 years, preference for small objects in different colors. The results show that at 2-2.5 years of socially constructed colors affect children's color preferences, where girls prefer pink and boys avoid pink, but do not show preference for other colors.
Older children who have developed a favorite color flavor often tend to choose items that are in that color. However, when their favorite colors are not available for the desired item, children choose colors that they think fit the best product. Children's preference for chocolate wrappers shows that even though one-third of children choose their favorite color wrappers, the remaining two-thirds pick the wrappers that they find most appropriate to the product. For example, most kids think that white wrap is most fitting for white chocolate and black wrappers for most fitting to a dark brown bar and therefore choose the options for both bars. This app can be seen at The Hershey Company's chocolate bars where the company strategically has a light wrapper for white chocolate and a chocolate wrap for milk chocolate, making the product easy to identify and understand.
Culture
Many cultural differences exist in the perception of personality colors, meanings, and preferences. When deciding on brands and product logos, companies must consider their target consumers, because cultural differences exist. A study looked at color preferences in participants from the UK and China. Each participant is presented with a total of 20 colors of swatches one by one and must assess the colors on 10 different emotions. The results show that British participants and Chinese participants differ on the most likes scale. Chinese participants tend to like the colors they value themselves as clean, fresh, and modern, while British participants do not show such patterns. When evaluating purchase intentions, color preferences affect purchasing behavior, in which preferred colors are more likely to be purchased than unwelcome colors. This implies that companies should consider selecting their target customers first and then making product colors based on target color preferences.
Wollard, (2000) seems to think that color can affect a person's mood, but the effect can also depend on one's culture and one's personal image. For example, someone from Japan may not associate red with anger, because people from the US tend to do it. Also, people who love brown color can associate chocolate with happiness. However, Wollard thinks that color can make everyone feel the same way, or approach the same mood.
Color and sports performance
In particular, red has been found to affect sports performance. During the 2004 Summer Olympics, competitors in boxing, taekwondo, freestyle wrestling, and Greco-Roman wrestling were randomly assigned a blue or red uniform. Subsequent studies found that those who wore red won 55% of all bouts that were statistically significant increases above 50% expected. Color affects the battle in which the competitors perfectly fit in the ability, where those who wear red win 60% of the attacks, but not the battle between the more unbalanced competitors. In England, since World War II, teams in red uniforms have higher league positions and have more league winners than teams that use other colors. In cities with more than one team, teams that wear red color outperform teams that wear other colors. A study on UEFA Euro 2004 found similar results. Another study found that those who did the worst-performing penalty kick when the goalkeeper had a red uniform. More anecdotes are the historical dominance of domestic awards by teams dressed in red clothing such as AFC Ajax, FC Bayern Munich, Liverpool F.C., and Manchester United F.C. Videos of taekwondo battles are manipulated in one study so that the red and blue colors of the protective gear are reversed. The original and manipulated video is shown to the referees. Competitors who wear red are scored higher even though the video is identical. A study of experienced players from first-person shooters found that those assigned to wear red instead of blue won 55% of the match.
There are several different explanations for this effect. Red is used in stop signs and traffic lights that can associate colors with discontinuous. Red is also regarded as a strong and active color that can affect both the person who wears it and others. The explanation of evolutionary psychology is that red color may signal health as opposed to pale anemia, or show anger from rinsing rather than pale with fear. It has been argued that detecting rinsing may have influenced the development of trichromate vision of primates. Primate studies have found that some species evaluate rivals and possible pairs depending on red color characteristics. Facial redness is associated with testosterone levels in humans, and male skin tends to be redder than women's skin.
Color and time perception
The latest results show that the perceived duration of the red screen is longer than the blue screen. The results reflect gender differences; male, but not female, exaggerating the duration of the red screen. In addition, the reaction time to the red screen is faster than the blue screen. Participants who react quickly to the red screen overstate their duration. In a demo of 150 randomly selected people, it was found that inside the pods of blue color the average duration of one minute is 11 seconds shorter than in a red bath pod.
See also
- Color symbolism
- Color vision
- Kruitof Curve
- LÃÆ'¼scher color test
- Visual perception
References
Source of the article : Wikipedia
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