Newsletters | May 10, 2010

The Sway of Color

Ever wonder why American politics and corporate culture are steeped in the color blue? Across cultures, blue is everyone’s favorite color. And it affects behavior, both human and animal, in unique and interesting ways. In an experiment where shoppers found themselves in a blue retail environment as opposed to a red one, their purchases increased and they were inclined to browse and shop more.¹ On the English waterfront, dockworkers complained that containers painted a dark blue color were too heavy, until the shippers repainted them in a pale blue color. The weight of the containers remained the same, but the workers’ perception of that weight changed, and they no longer complained of their heaviness. Evidence exists that blue lighting in Glasgow lowered the crime rate and blue-themed train stations in Tokyo reduced suicides.² And blue even affects animals: mink ranchers often use blue lights to calm the ill-tempered creatures. Researchers speculate that animals and humans alike have an innate preference for the color blue because clear blue skies and clean water sources, i.e. blue water, have fostered survival.

But here’s a thought: why do we rarely see blue in restaurants, especially in fast food establishments? Ever wonder why McDonald’s, Burger King, and Wendy’s all have the same basic color scheme? While the color blue has been associated with appetite suppression, warm colors like orange, yellow, and red induce hunger and encourage faster eating.³ In fact, to lose weight, consider installing a blue light in the refrigerator and eating off a blue plate. Wonder how many calories can be shaved off merely by this simple color switch.

To perceive color is an elementary ability of the brain. Almost every living system on the planet has the capacity to detect light –from plants and algae to tiny bacteria. This fact, and our understanding of sight as one of the most basic tools used to interpret the world, means that we often take our vision for granted. But the truth is much less straightforward. Color is meaningless without the learned and biological associations we bring to it, and the emotions aroused by it.

In design, understanding the rich background of color helps to increase dimension, mood, texture, vibrancy, and structure in a piece. And the lesson with color can be extended to all information in our lives. No inherent meaning exists in the information our senses receive. Rather, it’s what we bring to that information that gives it meaning.

How has color affected your life?

1. Bellizzi, Joseph A, and Hite, Robert E. “Environmental Color, Consumer Feelings, and Purchase Likelihood,” Psychology and Marketing, 9.5 (1992): 347-363.

2. Shimbun, The Yomiuri. “Blue Streetlights Believed to Prevent Suicides, Street Crime.” Seattle Times 11 December 2008.

3. Stoll, Kasha. “Color Your Hunger.” Topeka Capital-Journal, 18 August 2004

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