Research in color psychology has made significant strides, both theoretically and empirically. Yet there remain certain weaknesses within this field that need to be addressed.
Casino gaming employs colors to elicit emotional responses and shape decision-making processes, forming an integral component of game design.
Red
Research in color psychology is a rapidly burgeoning area. It draws upon recent theoretical work in evolutionary psychology, emotion science, retinal physiology, and person perception to inform its approach.
Though certain colors have universal associations, it’s important to keep in mind that their meaning largely depends on context. A white bin may suggest paper waste; however, multiple similarly-colored trashcans convey much more (and sometimes contradictory) information.
Red can convey dominance and power; yet at the same time it promotes health and wellness, which explains why hospitals and other healthcare facilities often employ soothing blues in creating relaxing environments that promote healing.
Green
Green is often associated with health, growth and freshness in color psychology. Its soothing nature helps reduce anxiety. Furthermore, green has long been used as a symbol for wealth and prosperity. Marketers frequently use green when marketing healthy products to customers in order to build trust between themselves and their target market.
Previous studies have demonstrated the effects of green on moral judgement using the Moral Stroop task, but this study is the first to use ERPs to examine its time course and neural correlates. Larger LPC responses for immoral words presented in green than red or blue showed how colour can play a part in processing throughout moral decision making – from initial attention attribution through to advanced evaluation and reasoning processing.
Blue
There have been various theories proposed to explain why certain colors are associated with particular messages, objects and experiences. While some theories, like color-in-context theory (Elliot and Maier 2012), may rely on social learning, others may assume predispositions from biology alone.
Choungourian’s study examined cultural variables that can impact color preferences. He conducted eight separate stimuli tests on American, Lebanese, Iranian and Kuwaiti participants using red as the top stimulus while blue-green came in last place overall for American subjects.
Yellow
Research into color and psychological functioning has a rich tradition. Theories range from specific concepts (like that red signifies dominance in sports) to broad generalizations about its influence on behavior and perceptions.
Empirical studies often use techniques such as semantic differential scales to assess people’s attitudes toward certain colors, as well as monitoring physiological reactions such as blood pressure and heart rate to understand how this color affects people differently.
No matter which approach is taken, results in this area have been mixed. This may be because color perception depends on many variables besides just physical perception alone and context can greatly impact its effects. As a result, generalizing effects is difficult.
Black
While purple symbolizes nobility, luxury, wisdom and spirituality, some people may perceive its use excessively as arrogant or arrogance-inducing. Using it strategically however can establish a sense of power and authority on any website’s design.
Studies have demonstrated that color associations differ depending on their context of perception. For instance, red can increase attractiveness assessments on a date while decreasing achievement assessments when seen on an exam paper.
These findings have inspired an expanding body of theoretical frameworks which seek to explain and predict the effects of color on specific contexts, drawing from evolutionary psychology, emotion science, retinal physiology and person perception advances. Yet many remain at an early stage of development; further advancement will depend on both theoretical and empirical advancements.