Physics and biological Influence Whether we are aware of it or not, plays an important part in all of our lives. It affects all of our senses; sight, sound, smell, taste and feelings Seeing can change our moods very effectively. All can have a positive or negative effect. Can sway thinking, change actions and cause reactions.

1. By Arber Minxhozi

2. Physics and biological Influence
• When light strikes any colored object, the object
will absorb only the wavelengths that exactly
match its own atomic structure and reflect the rest
- which is what we see.
• When light strikes the human eye, the wavelengths
do so in different ways, influencing our
perceptions. In the retina, they are converted into
electrical impulses that pass to the hypothalamus,
the part of the brain governing our hormones and
our endocrine system. (Sleeping and behavioral
patterns
The Hypothalamus governs:
• The balance of the autonomic nervous system
• Sexual and reproductive functions
• Metabolism
• Appetite
• Body temperature

3. What is Color Psychology ?
• Color psychology explains the connection between colors
and the psychology of people.
• Marketing and advertising are well-known for utilizing color
psychology.
• Color is consistently used in an attempt to make people
hungry, associate a positive or negative tone, encourage
trust, feelings of calmness or energy, and countless other
ways.

4. Colors Effects People
• Whether we are aware of it or not, plays an important
part in all of our lives.
• It affects all of our senses; sight, sound, smell, taste and
feelings
• Seeing can change our moods very effectively.
• All can have a positive or negative effect. Can sway
thinking, change actions and cause reactions.

5. Colors Effect People - Psychologically
Research into the physiological effects of color has shown that it truly has
an impact on our lives, often in unconscious and mysterious ways

6. Hospitals
White symbolizes innocence
and cleanliness. Medical
people wear white clothes
to signify sterility.
Light green symbolizes
nature. It is used to relax
and calm down people.

7. Police
The majority of police uniforms in the United States today are produced in
darker colors such as black, blue, brown, green, and grey.
Psychological tests have found that
red is generally associated with
excitement and stimulation.
Color blue is associated with feelings
of security and comfort.
Black is most often associated with
power and strength.

8. Red Carpet
Kings and queens, lords and ladies, castles and
crusades had the Red Carpet in the center of the room
and it indicates royalty or class.
Red was also the national colors of many nations
that indicate the blood shed in loyalty to a
country.
Agamemnon's wife: "Now my beloved, step down from your chariot,
and let not your foot, my lord, touch the Earth. Servants, let there be
spread before the house he never expected to see, where Justice
leads him in, a crimson path.”

9. The “Color Experience
Pyramid”
Environmental Influences
Numerous environmental factors influence
the perception of color that creates a
memorable experience.
1. Biological Reactions to a Color Stimulus:
“Psychological component” from the natural
effects of nature
2. Collective Unconscious:
Personal experience pertaining to color
3. Conscious Symbolism:
“Learned responses” that are symbolic to the
surrounding environment
4. Cultural Influences and Mannerism:
Particular colors are that are related to a
country or location
5. Influence of Trends, Fashion, Styles:
Temporary colors that reflect a time period
6. Personal Relationship:
Individual likes and dislikes
(Mahnke, p11)

10. Red is tinged with numerous meanings in our culture.
It can be associated with energy, love and vitality or
with vice, danger and lust.
Colors in Marketing

11. Blue is seen as reliable, conservative and dependable.
Financial institutions and insurance companies frequently
use this hue in their logos and promotional materials.
Colors in Marketing

12. Yellow is a cheerful and playful color associated with fun,
energy and vitality. It can have the problem with not being
perceived seriously.
Colors in Marketing

13. Orange represents vitality, energy and fun. It is considered the
most visible color in the spectrum, so it is used in safety and
construction products that demand the attention of passersby.
Like yellow, it is not generally associated with sophistication and
refinement, and is not always taken seriously.
Colors in Marketing

14. Green is associated with freshness, growth and renewal.
This color is used frequently to convey organic products.
Light green is perceived as tranquil, and is frequently used
inside of hospitals and prisons.
Colors in Marketing

15. Purple is associated with mystery. Darker shades of this color
are associated with royalty and wealth. Purple is generally
considered a feminine color in advertising, packaging and marketing.
Colors in Marketing

16. Brown suggests stability, reliability and comfort. Studies have shown
that in times of economic uncertainty, consumers tend to purchase
more earth tones for clothing and home décor.
Colors in Marketing

17. Black is a color of mystery, fear and danger. In the west, it is
closely associated with death. In advertising and marketing it is
often used as a color to denote sophistication and masculinity.
Colors in Marketing

18. White is perceived as pure and innocent.
It is associated with cleanliness and sterility.
Colors in Marketing

19. Grey conveys a sense of refinement and sophistication.
We often see this used in the advertisement of luxury items.
It is a color proven to decrease appetite, so it is not generally
used in restaurant settings or on consumer food packaging.
Colors in Marketing

20. CaseStudies

21. Pink and Aggression
Case Study by Washington D.C Tahoma University

22. • Can pink make strongmen weak?Do pink jail cellscreate a calming
effect?Isit true that football locker rooms(the onesfor the
visiting/opposingteams) are painted a certain shade of pink to
weaken the players?
• One of the most interestingexamplesof color effectsisBaker- Miller
Pink - Also known as:drunk tank pink," thiscolor isused to calm
violent prisonersin jails.

23. • Research in T
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report the suppression of angry, antagonistic, and
anxiety ridden behavior amongprisoners: "E
ven if
a person triesto be angry or aggressive in the
presence of pink, he can't. The heart musclescan’t
race fast enough.

24. Blue food isarare occurrence in nature. There are no leafy blue.
48
Blue and Food Matters

25. • Of all the colors in the
spectrum, blue isan appetite
suppressant. Weight loss
planssuggest puttingyour
food on a blue plate. Or even
better than that, put a blue
light in your refrigerator.
Blue Food

26. Consequently, we don't have
an automatic appetite
response to blue.
Furthermore, our primal
nature avoidsfood that are
poisonous. A million years
ago, when our earliest
ancestorswere foraging for
food, blue, purple and black
were "color warning signs"
of potentially lethal food.
History

27. In Glasgow, Scotland the lighting was
changed from yellow to blue in order to
reduce the number of crimes in the city.
The statistics show that the changing of
color reduced the criminality in Glasgow.

28. COLORS By GENDER

29. Colors By Gender
• Is there a gender difference in response to color?
• A review of color studiesdone by Eysenck in early
1940's notesthe following resultsto the relationship
between gender and color.
• found yellow had a higher affective value for the men
than women.
• blue for men standsout far more than for women.

30. Colors by Gender
• Men prefer blue to red and women red to
blue.
• Men prefer orange to yellow while women
place orange at the bottom of the list.
• Guilford and Smith (1959) found men were
generally more tolerant toward achromatic
colors. Thus Guilford and Smith proposed that
women might be more color-conscious and
their color tastes more flexible and diverse.

32. Color Design
Color World Cultural Colors
It is important to note that color associations vary across world cultures.
For instance, the color white suggests purity and innocence in the west,
but in some African and Asian countries this color is associated with death.
Red is the color of lust and adventure in Western cultures, but symbolizes
luck, prosperity and marriage in Asian countries.

33. ColWorld Cultural Colors
Why is it important to understand color symbolism across cultures?
Colors are tinged with religious and political symbolism, which is different
throughout different regions of the world.
A color palette that is considered acceptable in one region might be taboo
in another region of the world.
For this reason, it is important to understand how different cultures perceive
colors in order to communicate the right message to an audience and to avoid
unintentionally offending consumers in your global audience.

34. Color World Cultural Colors
Red: Red is the color of luck and celebration in most Asian
countries. It is worn by brides during wedding ceremonies.
Red is also a color of both vitality and bloodshed.
In China, red is associated with the Communist government.

35. Color World Cultural Colors
White: This color is associated with the
masculine “yang” force in nature
In most Asian countries, white represents autumn,
death and is worn at funerals.

36. Color World Cultural Colors
Gold: Symbolic of immortality and royalty.
As in many cultures, gold prized as a symbol
of wealth and power.
Black: symbolic of age, maturity and wisdom.

37. Blue: Symbolic of divinity, blue is
also representative of water (a
precious resource in the desert)
Color World Cultural Colors

38. Color World Cultural Colors
Green: In Islamic cultures, this is the holiest
color and represents the concept of heaven
as a garden.
It is also affiliated with healing and protection
from sickness.

39. Color World Cultural Colors
Purple: In coastal Israel, purple is the color
of shellfish (which people used to make dyes)
and is associated with the sea.

40. Color World Cultural Colors
Red: For the Aztecs, this color was associated
with blood and sacrifice. The Aztecs produced
the pigment from grinding Cochineal beetles.
Considered very valuable because it was so
difficult to make.

41. Purple: The color of mourning in
Brazil and
representative of the balance of life
and death.
Color World Cultural Colors

42. Yellow: Represents the sun and wealth in
many Central and South American countries.
In Mexico, yellow symbolizes light to help souls
find their way to the afterlife, and is frequently
seen in Dia de los Muertos decorations.
Color World Cultural Colors

44. Resources
•“The California Paints Blog.” Color Psychology: Interior Paint Color Guide. N.p.,
n.d. Web. 02 May 2013.
•“Color Theory.” Color Theory. N.p., n.d. Web. 15 Dec. 2013.
•Alexander G. Schauss. n.d. The psychological effect of color on the suppression
of human aggression : Research on Baker –Miller Pink. American
Institute for Biological Research, Inc Tacoma Washington.
•Alexander G. Schauss. 1979. Tranquilizing Effect of Color Reduces Aggressive
Behavior and Potential Violence.
“Mobile Color Matters.” Color Matters Welcomes You to the World of Color:
Symbolism, Design, Vision, Science, Marketing and More! N.p., n.d.
Web. 02 May 2013
Guilford and Smith. 1959. The aesthetics of color.