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And that’s why people perform worse on achievement tasks (e.g., IQ tests) after being exposed to the color red (Elliot et al., 2007).

Past experience, culture, and context are a few factors that determine the meaning of a color.

I wanted to include that table because some of you will be looking for that information.

However, So don’t rely entirely on the information in that table.

They wanted to study their preference for pink over time. As children grew older, girls became increasingly attracted to pink, whereas boys became increasingly distant of pink (Lo Bue & Deloache, 2011). According to that theory, we develop preferences for colors, based on our emotional experiences with those colors over time. In one study, a researcher paired different colored pens with pleasant or unpleasant music. The answer lies in associative network theory (Bower, 1981). Either way, you’ll attribute a new meaning to the color blue. People attribute different (and sometimes contradictory) meanings to the same color, depending on various factors. Do those people have frequent experience with a particular color? However, if you expand internationally, you’ll need to research culture-specific colors before you (a) distribute your product or (b) create marketing campaigns targeted toward specific ethnicities.

However, this article explores color psychology in much greater detail — with many other applications.According to Crowley (1993), color produces two reactions: . Depending on your marketing goals, higher arousal can either help or hurt you. In addition to arousal, the other reaction is evaluative: ?Multiple studies have shown that warm colors increase arousal. Crowley (1993) found a positive linear trend between evaluation and color wavelength.For example, Labrecque (2010) presented participants with different colored logos.Participants were then asked to evaluate that logo on various factors relating to personality and likability.Consequently, that role influenced color preferences for future female generations: “…color vision and, in particular the ability to discriminate red wavelengths, may have a greater adaptive significance for foragers (i.e., females) than for resource protectors (i.e., males) and so contribute to contemporary visual biases and object preferences.” (Alexander, 2003, pp.11) In other words, female brains developed a preference for reddish colors because of their ancestral duties in gathering food sources. But in terms of color Children then integrate those colors into their schema for “male” and “female.” Because children feel a need to conform to their gender, males become drawn to blue, whereas females become drawn to pink. And those experiences can influence the meaning that they attribute to a color: That’s why colors can trigger different meanings, depending on the person: of those connections will depend on past experience.


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