Color psychology
From The Art and Popular Culture Encyclopedia
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Color psychology is the study of hues as a determinant of human behavior. Color influences perceptions that are not obvious, such as the taste of food. Colors can also enhance the effectiveness of placebos. For example, red or orange pills are generally used as stimulants. Color can indeed influence a person; however, it is important to remember that these effects differ between people. Factors such as gender, age, and culture can influence how an individual perceives color. For example, males reported that red colored outfits made women seem more attractive, while women answered that the color of a male's outfit did not affect his attractiveness.
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 consumers' emotions and perceptions of goods and services. Companies also use color when deciding on brand logos. 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 color pink being heavily used on Victoria's Secret branding. However, colors are not only important for logos and products, but also for window displays in stores. Research shows that warm colors tended to attract spontaneous purchasers, despite cooler colors being more favorable.
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