Color

Ways of Discussing Colors (03-03-17)

Think that the ways that cultures discuss colors don’t change or that all cultures speak about the color spectrum in the same way?  Think again.  An article in the Journal of Vision, reports that an analysis of color terms used by modern Japanese speakers determined that they utilized  “the 11 basic color categories common to most modern industrialized cultures (red, green, blue, yellow, purple, pink, brown, orange, white, gray and black). . . .

Warm Color Backgrounds (02-24-17)

Research by Choi and her team indicates that a lot of walls in video conference centers and other locations should be painted warm colors.  As they detail, their data, collected in the US and South Korea, indicates that “an anonymous person against a warm color background (vs. neutral and cold color background) is perceived to be one with warmer personality.”  In addition, “nurses’ perception of warmth from a hospital’s ambient color affects their favorable judgment of the hospital and intention to take on an extra role.”

Surface Colors and Perceived Weight (12-09-16)

Research by Sunaga, Park, and Spence confirms that, all else being equal, things that are painted lighter colors are perceived to weigh less than items painted darker colors.  The team described their study “The present study examines how the lightness of packaging colors, and the location of products on a display shelf interact to affect consumers’ purchase decision‐making via perceived visual heaviness.

Repercussions of Using Pale/Light Colors (10-31-16)

Mai and colleagues studied the implications of using pale and light colors on food packaging.  They found that “In food packaging, light and pale colors are often used to highlight product healthiness. . . . light-colored packages evoke two opposing effects: They stimulate favorable health impressions (health effect) and they activate detrimental taste inferences (taste effect) which jointly guide the purchase decision. . . .

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