Humans make all sorts of color choices, every day. We color-code our children’s genders from birth—blue caps for boys and pink caps for girls in the hospital nursery—and paint our bedrooms sea foam green and lemon meringue yellow for serenity. We are intimately familiar with Coca-Cola’s red script, McDonald’s golden arches, and Starbucks’ green mermaid. Red means “stop” and green means “go” in contexts far away from the traffic light—using the colors on food labels has been shown to lead people to make healthier choices. This just goes to show how deeply colors can become lodged in our mind.
Though our world is awash in colors, valid empirical research on how color affects the human mind and behavior has, until recently, been severely limited. Perhaps it is because color seems frivolous—surface level, just icing on the cake. Or perhaps it is because for years scientists thought color best left to thepoets. Either way, as a result, the “science” of color has ended up just above phrenology and parapsychology in the barrel of debunked pseudosciences.
But a trend has emerged in the field of behavioral science that has researchers beginning to take color seriously.
Read the rest at The Atlantic: http://www.theatlantic.com/health/archive/2014/01/how-color-shapes-our-lives/283376/