Buzz
There’s a reason why many restaurant logos stick to the same two colors and why nurses in hospitals often wear light blue uniforms. Whether we notice it or not, colors have a profound impact on our emotions and behaviors.
Psychologists widely acknowledge that colors shape our perception of various situations. Some experts argue that our brains naturally link colors to emotions, while others think these associations are learned over time. For instance, studies on the color red show that it’s commonly tied to danger. This connection might be hardwired into our brains, or it could stem from experiences, like burning ourselves on a red-hot stove as children. Regardless, most psychologists agree that colors influence us in unique and meaningful ways.
Below are ten colors and the specific ways they impact your brain.
10. Red
Since we’ve already touched on the topic of red, let’s delve deeper. While we know red is linked to danger, it also influences our behavior in unexpected ways. For instance, women can benefit from wearing red. A 2012 study revealed that waitresses dressed in red received 14.6% to 26.1% higher tips from male customers compared to those wearing other colors. (Interestingly, female customers’ tipping habits remained unaffected.) This phenomenon ties into a well-known fact: red enhances a woman’s physical and sexual appeal. So, if you’re planning a romantic evening, consider opting for that striking red lipstick or the red dress tucked away in your wardrobe.
Beyond boosting attractiveness, red can also amplify the speed and intensity of your reactions. Research from the University of Rochester showed that exposure to red makes human reactions more forceful. However, red has its downsides too. The same study found that it heightens anxiety, which can lead to athletes underperforming against opponents wearing red and students scoring lower on exams after being exposed to the color.
Lastly, if you’ve ever sold or plan to sell items on eBay, here’s a tip: use a red background for auction listings. Researchers at the University of Chicago discovered that red increases consumer aggression in online auctions, leading to higher bids. However, if you’re using the “Buy It Now” option, avoid red entirely. Studies show that red backgrounds reduce the likelihood of immediate purchases without negotiation.
9. Orange
Orange is a fascinating color with diverse effects. Unlike other colors, it isn’t tied to a single emotion but influences us in multiple ways. For starters, orange evokes a sense of warmth. Rooms painted orange often feel hotter than they actually are. This warmth relaxes our muscles, and a 1979 study found that orange has an “endocrine-based weakening effect on muscle function,” providing measurable relaxation.
Orange is also linked to the perception of good value. Retailers like Home Depot, which feature orange logos, are often seen as offering high-quality products at affordable prices. Like red, orange is connected to danger, but it signifies a less immediate threat. This might explain why traffic delay signs and road hazard warnings are typically orange.
8. Yellow
Next up in the color spectrum is yellow, a hue tied to joy, openness, and friendliness. Color psychologists such as Eiseman and Wright describe yellow as “the most powerful color,” as it’s thought to influence emotions, self-esteem, and creativity. Yellow is most commonly associated with happiness, which is why it symbolizes comedy, hope, and optimism. It’s also the reason we feel more cheerful on bright, sunny days.
Wait . . . could this explain why emojis are yellow? (Mind: blown.)
7. Green
Green—the vibrant shade of lush forests, the phone app on your device, and that unused highlighter from a four-pack. (If it’s still in your pencil case, don’t toss it just yet!) Studies show that green boosts creativity. It’s also linked to complex thinking, higher-level cognition, relaxation, focus, and calm behavior.
Green naturally reminds us of nature and growth, which is why we connect it to personal and professional development. Researchers suggest painting workspaces green to enhance employee productivity and focus.
6. Light Blue
Blue is often seen as the antithesis of red. It’s the second most researched color, following red. Light blue evokes calmness and concentration. It’s also known to reduce blood pressure, which may explain why we feel at ease around nurses and doctors in light blue scrubs. This could also be why many hospitals and clinics feature light blue walls.
Light blue is universally associated with openness and peace. A quick Google search for “peace day” will show the universal peace symbol—a white dove with a branch against a light blue backdrop—used on International Day of Peace banners.
5. Dark Blue
Dark blue shares some calming effects with light blue, soothing nerves and promoting mental clarity. Its influence extends further, as studies reveal a link between deep blues and sharper thinking. This insight led Japan to install blue streetlights to deter crime and reduce suicides at railway stations. The results were promising: a specific station reported no suicide attempts after the installation, and crime rates dropped by 9% in areas with blue lighting. Similarly, London’s Blackfriars Bridge was painted blue to discourage jumpers, leveraging the color’s calming properties.
Numerous studies have explored the opposing effects of blue and red. One notable study found that while red enhances performance in detail-oriented tasks like memory recall, blue environments doubled the number of creative ideas generated compared to red-dominated settings.
4. Purple
Purple is a unique and complex color to study, blending the contrasting effects of blue and red. Despite its intriguing nature, it’s less researched by color psychologists. One study discovered that purple makes rooms feel cooler than they actually are, contrasting with orange’s warming effect. This cooling sensation can tense muscles rather than relax them, creating a distinct physical response.
Given the limited research on purple’s psychological effects, here’s an interesting fact: Purple is frequently named as a favorite color by women, while men often rank it as their least preferred.
3. Black
Black—the go-to color for moody teenagers expressing their angst. Technically, black is the absence of color. While it may frighten children, adults often use it to appear slimmer. Beyond fashion, black influences our brains in subtle yet fascinating ways.
Black environments often promote efficiency, and wearing black can enhance a woman’s perceived attractiveness and style. However, black’s most intriguing effect is its ability to heighten aggression. Linked to death and evil, black can evoke aggressive tendencies, as shown in a 1988 study. Additionally, products advertised with heavy use of black, such as in black-and-white commercials or billboards, tend to command higher prices.
2. White
Unsurprisingly, white is linked to calmness and non-aggression. But did you know men in white are seen as more attractive? A 2010 study revealed that women found men in plain white T-shirts more appealing. This mirrors how women in red are perceived as more attractive. White also symbolizes cleanliness and purity, which is why hospitals often feature white floors and ceilings.
Research also shows that white can induce boredom. Monochromatic white spaces capture our attention for shorter periods compared to colorful environments, often leading us to introspect and detach from our surroundings. This is why experts recommend avoiding the sterile, all-white aesthetic in retail stores and opting for vibrant, engaging designs instead.
1. Pink
Once the hallmark of baby girls, pink is now a staple in every frat guy’s wardrobe. This color has fascinating, measurable effects on behavior. Psychologists discovered these effects in what they term “pink prisons,” which are exactly what they sound like.
A 1979 study observed remarkable changes when prisoners were placed in cells painted bright bubblegum pink. Inmates became less aggressive, their muscles relaxed, and feelings of restlessness and frustration dropped significantly. Today, 20% of Swiss prisons have at least one pink cell for managing unruly inmates.
Psychologists also explored whether pink’s calming effects applied to children. The San Bernardino County Probation Department in California attempted to replicate the pink prison experiment with kids. They discovered that within just ten minutes of being in a pink cell, children stopped yelling and banging. Many even fell asleep during that short period.
Next time you’re struggling to calm a screaming five-year-old in Target or trying to get a fussy child you’re babysitting to sleep, consider how a touch of pink paint might make your life a whole lot easier.
