Ever wondered why certain websites, stores and products design their merchandise with particular color schemes?
Thanks to the studies of behavioral science, colors are found to attract certain demographics. These findings are especially useful to marketers, entrepreneurs, artists and businesses who aim to catch the attention of their markets.
Color association is a tricky field of study. While its interpretations are subjective, behavioral scientists have conducted studies in order to objectify and find out what colors, along with its qualities, appeal to men and women.
When Blue’s Not So Blue
Color psychology and color therapy concluded that men and women of all ages in general are fond of the color blue. This color is attractive to both sexes as its hues evoke a tranquil and calm mood.
What is it with the color blue? Although blue has been subjectively associated to feelings of sadness, depression, grief and loneliness, it has always adorned royal crests. Blue is justifiable to be man’s favorite color thanks to nature. Look up in the sky during daytime, you see a hue of blue. The planet earth with its mass of water is color blue.
Studies conducted by Eysenck in the early 1940’s and Birren during the 1950’s aimed to find out the color preference organized by gender. The findings for men concluded that the dominant color of choice for masculinity is blue. On the other hand, blue and purple are preferred by women.
Color Families and Emotions
Certain color groups can evoke certain emotions and moods.
Warm color groups such as red, yellow and orange evoke feelings of warmth. It reminds of the colors of the sun. Warm colors are often associated to creativity and imagination.
Cool color groups such as blue, green, white evoke feelings of cold. It reminds of cool, clear waters, the sky and nature’s greenery. Cool color groups are associated to logic.
Neutral color groups do not evoke strong emotions. They can blend in with cool or warm. These colors are usually on the hues of gray and brown.
The presence of warm and cool color groups are used as an advantage by store designers. Mood lighting is a well known strategy in interior design. With warm lighting and cool lighting, the store’s ambience could be manipulated to attract a market. Males are attracted to cool lighting, whereas females are more attracted to warmly lit stores.
While the talks and study of color association are subjective, there are many factors to consider in finding out what color attracts a certain gender. Be it cultural, historical or social, color association will slightly vary from one place to another.
Aj Aviado is a Painter and Musician. He started life as an artist when he was 3 years old and started doodling on walls with both his left and right hand. Everything around him is a potential piece of art. From bubble gum stuck to the carpet, to little spores of fungi growing on the windows.
He created Design Spirals to showcase art and everything related to it.