Predicting responses to colour

A. Wright,     Colour Affects, UK


This chapter will address the complex problem of predicting response to colour – which is generally thought to be virtually impossible. It is considered far too subjective to teach and too random to predict, beyond cultural associations, and the contribution of gender and age. My work has always been based on the universal psychophysical effect of the electromagnetic energy of colour on human mood and behaviour, and my experience suggests that it is possible to predict accurately how a person (and, indeed, any group of people) is likely to feel about a colour scheme, if one takes account of personality types. There is no such thing as a universally attractive colour, ...

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