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r u t h b r e n t t o f l e -b e n y a mi n s c h wa r z -s o -y e o n y o o n -a n d r e a ma x -r o y a l e A d o b e A c r o b a t R e a d e r i s r e q u i r e d t o v i e w t h e a b o v e f i l e s . T h e mo s t r e c e n t v e r s i o n s o f A c r o b a t R e a d e r a r e a v a i l a b l e o n t h i s C D. www. c h e r e s e a r c h . o r g © 2 0 0 4 C H E R P r e f a c e C o l o r i n He a l t h c a r e E n v i r o n me n t s C HE R B r o c h u r e
SAGE Open; DOI: 10.1177/2158244014525423, 2014
This research aims to discover the psychological effects of colors on individuals, using the students’ union complex in a university campus. This building was chosen due to its richness in color variances. The research method is survey, and questionnaires were drawn up and distributed to an even range of students, comprising both international and local students; undergraduate and graduate. Questionnaires have been collected and analyzed to find out the effects different colors had on students’ moods in different spaces of the students’ union complex. This research would contribute to understand more about colors and how they affect our feelings and therefore to make better decisions and increase the use of spaces when choosing colors for different spaces to suit the purpose for which they are designed.
Color psychology is a matter of debate, to say the least. There are very few (if any) undisputed scientific research presented, yet an increasing number of physicists, psychologists, biologists and neuroscientists are taking the subject increasingly more seriously. How does it work? Many people think that color is just a matter of how things look and it is often dismissed as being purely cosmetic. However, the truth is that color is light – the source of life itself; there is nowhere that color does not exist and our instinctive, unconscious response to it is a vital element in our survival. Color is Nature's own powerful signaling system. Scientifically, it is the first thing we register when we are assessing anything: a very simple and obvious example of that is our reaction to a fly in our home: if it is black, we will probably find it a minor irritation, but if it has yellow stripes our reaction will be different. The same instinct tells us when food is unsafe to eat and throughout the animal kingdom color is widely used to signal sexual availability. In today's sophisticated world it is easy to underestimate the power of primitive instincts, as they are largely unconscious. Today we might be contemplating a packet of corn flakes or a new cold cure, rather than a primitive meal or a curative herb, but exactly the same instincts come powerfully into play. The colors of the interior environment wherein we live or work affects us in just the same way as those in the natural world always did. The colors that people wear still send out clear signals that we can all read accurately. Science has always recognized the link between color and mood/behavior and there is a large body of scientific research into it. However, no one has written a monograph on the subject for over thirty years and one reason for this might be that results are so often inconclusive. It is not normally part of a psychologist's remit to study the finer points of color harmony so colors are defined as, for example, "blue and orange" or "red and green" without much consideration of the subtleties of shade and tone. However, most of us agree that response to color is subjective and assumes that it must therefore be unpredictable. According to the research of psychologist Angela Wright (and others), this is not true. Response is subjective but, when the study of color harmony is combined with the science of psychology, reactions can be predicted with startling accuracy. There is no such thing as a universally attractive color. Red, for example, might be your favorite color but another person might hate it. You see it as exciting, friendly and stimulating, he sees it as aggressive and demanding. Blue might be perceived as calm and soothing – or as cold and unfriendly. It is the combination of colors that triggers the response.
Carl Jung considered that color "is the native language of the subconscious." Overlooking the importance of subconscious in creating consumers’ behavior, the understanding of the "language" in which color speaks to us can not be neglected in carrying out marketing activities. Speaking the language of the subconscious can be one of the most powerful marketing tools ever created by the human being. We intend in this study to identify the most important elements which characterize the use of color in marketing.
From beverages to consumer electronics, marketers are using colour in innovative ways. As a marketing tool, colour attracts consumers and can shape their perceptions. Through colour, a brand can establish an effective visual identity, form strong relationships with a target market, and position itself among competitors in the marketplace, as the classic case of Coca-Cola versus Pepsi illustrates. To distinguish itself from its main competitor, Pepsi moved away from red and embraced the colour blue, spending millions of dollars on marketing initiatives, such as painting a Concorde jet in its signature blue colour (Cooper 1996). Colour sells products. It is a powerful marketing tool that significantly influences consumer purchases, so much so that it accounts for 85% of the reason why someone decides to purchase a product (Hemphill 275). Marketers must understand the psychology of colour in order to use it effectively. Nearly all products sold today have colourful facades. Selecting the right colours to use has an enormous impact on product sales. While no single set of rules governs colour choices, research has established general guidelines based on the principle of associative learning, the relationship between colour and emotion. The study was mainly conducted to understand how colour affects consumer perceptions and to provide a framework and empirical evidence that draws on research in aesthetics, colour psychology and associative learning to map hues onto brand personality dimensions. In order to demonstrate how colour influences consumer brand perceptions through referential meaning, we map findings from previous work on colour associations to items in the brand personality scale and develop hypotheses for the four dimensions. The study focussed upon nine independent colour variables (white, yellow, pink, red, orange, black, purple, brown, green) and their influence on the four brand personality dimensions i.e. dependent variables (sincerity, excitement, sophistication, ruggedness). The study was carried out on 100 Indian respondents, with final sample size of 88, who were selected using non-probability convenient sampling. A self-designed standardized questionnaire was the main instrument of data collection. The data were collected using the research instrument and were presented on the basis of demographics like age, gender, religion, education and occupation etc. It also covers interpretation of descriptive statistics followed by hypothesis testing for 88 cases measuring the influence of different colours or hues on different brand personality dimensions viz. sincerity, excitement, sophistication and ruggedness. The results of the data analysis provided strong support for the relationship between colour and brand personality.
Guru Journal of Behavioral and Social Sciences, 2017
Clothing is important to the entire human beings at all stages of their life cycle. As the fashion and style changes fast, individuals especially youngsters give more preference to color and design and they want their dresses to be comfortable in addition to expression of their individuality. One of the major and most exciting elements of buying garments is color. This study aimed to identify the relationship between personality and color preference and to know the fabric color preferences of young female consumers with an age range of 20 to 30. The selected research instruments were NEO Five Factor Inventory and Fabric Color Preference Cards. Results indicated that there is no significant association between color preference and personality.
Two psycho-physical experiments described here were aimed at assessing colour preference and colour emotion responses to single colours, in terms of how much they prefer or like the particular colour and which emotion they evoke by looking at particular colour and evaluating the relationship between personality traits and colour preference and colour emotions from participants’ perspective. In order to accomplish the aims of the present work, two experiments were carried. For the experiment 1, colour preference task was administered to 100 participants to determine individual colour preferences for 32 single colours. For the experiment 2, colour emotion task was carried out to 100 participants to determine individual colour emotions for 16 single colours. In addition, participants completed the NEO-FFI 3 to determine the personality domains scores. The obtained data was analyzed using the following techniques, namely, Descriptive statistics, Multivariate analysis of variance, and Correlation coefficients. The results of this study suggest cultural and gender differences in colour preference and colour emotions. The results also suggest relationships between personality traits and colour preferences and colour emotions. Key words: Colour Preferences, Colour Emotions, Personality, Tribal, Non-Tribal
XI International Scientific Conference: East-West: Dialogue of Languages and Cultures -Institute of Neo-philology at Pomeranian Academy in Slupsk, Poland, September 18-19, 2017, 2017
Color is the element of art that is produced when light, striking an object, is reflected back to the eye. Colors playing an important role in our lives have shaped the history, emotions, and beliefs of different cultures through the ages. They can remind us of a place, a time of year, or our favorite traditions, and can also shape the way we feel. But when it comes to what different colors symbolize in cultures around the world, these associations can vary greatly. Businesses use color psychology everyday to communicate targeted messages to their customers and to inspire emotional appeals. Different cultures react to color differently. It is tied to religious, cultural, political and social influences. There are many theories that have infiltrated common design practice according to their emotional properties and symbolism. Naturally, depending on the tint or shade - and indeed the personality - these psychological responses are heightened or muted. The article represents what color symbolism stands for in different cultures, religions, business communication, interior design and even co-working spaces and how its psychological and physiological effects can bring beneficial outcomes through communicating different elements in the broader context of factors like even climate, gender and age differences along with personal taste to play a crucial role in efficient cultural and business communication.
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