The Complete Color Harmony

154

  

Job no:59657 Title : Rockport-Complete Colour Harmony Client : Provision

Scn :

#

175 Size : 171.45(w)228.6(h)mm Co : M8 Q O/P: V

Dept : DTP D/O : 04.10.03 (Job no:000000 D/O : 00.00.02 Co: CM0)

p154

8 8

Job no:5

Scn :

#

1

Dept : D

text

The Psychology of Color

Believe it or not, wearing certain

colors can help you get a raise, win an

argument, and encourage friends to spill

the latest gossip. Colors in your home

have the ability to relax you, encourage

or discourage conversation, and even give

you insomnia. And hues on packaging

send subliminal messages that the

enclosed product is healthy, expensive,

or dangerous.

Why? Because of the psychology

of color, which refers to the strong emo-

tional reactions we all have to colors.

Research studies have proven that our

responses are partly physiological, based

on the effects colors have on our eyes

and nervous system, and partly influ-

enced by our environment and life

experiences.

Starting with the science at its sim-

plest, the retina focuses on colors as rays

of light which have varying lengths and

degrees of refraction, reflection, and

absorption, depending on the hue. The

eye’s perception of each color triggers

instantaneous reactions in the brain and

autonomic nervous system.

For example, hot colors—such as

red, orange, and yellow—have the

longest wavelengths, requiring energy

to view them. That’s why those colors

seem to pop out at you. They also stimu-

late the brain and raise pulse and respira-

tion rates.

In contrast, cool colors—such as

blues and greens—have the shortest

wavelengths and easily enter the eye. That

produces a calming and soothing effect

while actually slowing the metabolism.

In addition to the involuntary reac-

tions we have to color, learned responses

are equally important. We’re taught that

pink is for baby girls and blue is for boys,

white bridal gowns signify purity and

innocence, and red traffic signs mean

stop or danger.

The color of your clothes can also

speak volumes. Would you be more con-

frontational with a customer-service rep-

resentative who is dressed in white or

black? Would you feel safer with a doctor

wearing a navy tie or a bright orange

one? Who would you choose as a finan-

cial advisor, a woman in a blue suit or

one in hot pink?

The colors we wear can be reassur-

ing, unsettling, or energizing. While there

are no “good” or “bad” colors, we can

CompColorHarmp154-187/.qxd20/8/04 2:21PM Page154

155

  

Job no:59657 Title : Rockport-Complete Colour Harmony Client : Provision

Scn :

#

175 Size : 171.45(w)228.6(h)mm Co : M8 C6Q3 O/P: V2

Dept : DTP D/O : 04.10.03 (Job no:59657C1 D/O : 06.11.03 Co: CM8)

8 8

p155

text

make distinct choices to help us commu-

nicate more effectively. That is true not

only in fashion, but also in home decor,

advertising, graphics, product design,

and retail environments.

For example, are guests yawning at

your dinner parties? It may not be the

company if your dining room walls are

painted lavender, a color that encourages

daydreaming and dozing.

Looking for more than a cost-of-liv-

ing raise at work? Wear an article of red

clothing several times a week prior to

your year-end review. As the most mem-

orable and eye-catching of all colors, red

will get you noticed and your boss

will be much more likely to remember

your ideas.

Since color unconsciously influences

people every day, there’s a great advan-

tage to understanding how and why

these reactions occur. What follows is

a detailed explanation of the physical

responses we have to each color, along

with the most common psychological

associations. Also included are sugges-

tions on how best to use this information

in a variety of artistic, business, and

lifestyle applications.

CompColorHarmp154-187/.qxd20/8/04 2:21PM Page155