The Evolution of Color Psychology

Color psychology was first notably discussed in 1810 in "Theory of Colors," authored by German poet Johann Wolfgang von Goethe. Drawing from his artistic experiences, Goethe proposed that colors could influence emotional experiences. He categorized colors into "plus" colors, which evoke positive emotions (e.g., red, yellow), and "minus" colors, which are associated with negative feelings (e.g., blue).

During the mid-20th century, several psychologists offered new theories that aligned with contemporary knowledge. In the 1940s, psychiatrist Kurt Goldstein sought to correlate emotional responses to color perception in some of his patients, paving the way for further research that linked wavelength to emotional effects.

It's important to note that the perception of color involves three parameters: hue, lightness, and saturation.

Hue relates to the wavelength of light that we perceive, while lightness refers to the brightness of that color. Saturation indicates how much gray is mixed with the color; a more saturated color appears more vibrant and energetic.

As the 2000s approached, advancements in brain imaging technology, along with improved experimental designs, made it easier to study these phenomena.

Color Psychology in Branding and Neuromarketing

Color psychology is often assumed to be a critical factor in branding. Although some studies have explored the relationships between color and individual or team performance, these findings are highly context-dependent. Many discussions on this topic overlook crucial methodological issues related to saturation, brightness, and hue.

I reviewed several recent studies to see what insights they offer. However, I found a lack of robust, well-structured research. Many studies linking brain activity to responses to color or branding fail to adequately explain their methods or confuse correlation with causation. A mere four relevant publications appeared when I searched for "neuromarketing" and "color" in the PubMed database of peer-reviewed articles. Nevertheless, I gathered a few interesting studies.

Study Findings

Study #1: Store Illumination and Shopper Reaction

A 2016 study examined how store lighting affects shopper responses by controlling the brightness aspect of color. Using electroencephalograms (EEGs) to measure brainwave activity, researchers discovered that certain colors elicited stronger emotional responses. Specifically, illuminating oranges or apples with purple light resulted in more significant physiological reactions compared to red or yellow lighting. They suggested that color contrast could heighten attention to the fruits.

Study #2: Blue Light and Stress Reduction

A small study involving 12 participants found that exposure to blue light led to quicker stress relief than white light. Stress levels were assessed through questionnaires and EEG data. However, the implications for branding remain unclear.

Study #3: Neurophysiological Responses to Packaging

In another intriguing study, researchers explored how different packaging elements (color, text, and images) impacted participants' responses. They presented 40 participants with 63 combinations of these elements and used eye-tracking technology and EEG to measure attention and arousal. Interestingly, they observed that a background color negatively affected participants' opinions of a product, but only the color orange was tested.

Is Color Psychology and Neuromarketing Effective?

In my literature review, I found no compelling evidence supporting the efficacy of neuromarketing or the use of specific colors to evoke emotions or perceptions. Like dopamine fasting, this trend seems to generalize and misinterpret plausible psychological principles.

While studies indicate correlations between EEG or brain imaging results and our decision-making processes, they fall short of substantiating the application of color psychology in branding. Although the cost of purchasing hobbyist EEG headsets has decreased, designing effective experiments to test hypotheses remains a complex challenge.

While color may hold a culturally and contextually dependent significance in our perceptions, its impact on consumer behavior and brand perception is still ambiguous. The claims surrounding color psychology and neuromarketing have likely been overstated, leaving me to ponder the origins of this widespread information. Ultimately, when I design logos, I can be confident that my color selections are unlikely to manipulate minds.

Resources

Berčík, Jakub, Elena Horská, Regina WY Wang, and Ying-Chun Chen. “The impact of parameters of store illumination on food shopper response.” Appetite 106 (2016): 101–109.

Elliot, Andrew J., and Markus A. Maier. “Color psychology: Effects of perceiving color on psychological functioning in humans.” Annual Review of Psychology 65 (2014): 95–120.

Golnar-Nik, Parnaz, Sajjad Farashi, and Mir-Shahram Safari. “The application of EEG power for the prediction and interpretation of consumer decision-making: A neuromarketing study.” Physiology & Behavior 207 (2019): 90–98.

Minguillon, Jesus, Miguel Angel Lopez-Gordo, Diego A. Renedo-Criado, Maria Jose Sanchez-Carrion, and Francisco Pelayo. “Blue lighting accelerates post-stress relaxation: Results of a preliminary study.” PloS One 12, no. 10 (2017): e0186399.