Colour

Member lesson

Colour psychology

Lesson 17 of 27 in Colour.

Busting Common Myths on Brand Colors and Color Theory in Design & Marketing (Explainer) · 38th and Kip Studio
Lesson

Colour psychology as usually presented, with a chart saying blue means trust and red means urgency, is not supported by the evidence in the confident way it is sold. The research that exists is mixed, frequently fails to replicate, and is heavily context dependent.

cool recedeswarm comes forward
Warm colours advancing, cool colours receding.
A chilli sauce bottle in red and in pale purple, and a baby lotion bottle in soft green and in black with red stripes, with ticks on the red sauce and the soft green lotion.
A chilli sauce and a baby lotion, each tried in two colours. People agree quickly on which colour suits a product, far more than on what a colour means.
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Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Which of these words means this? “The claim that colours cause reliable emotional or behavioural responses.”

    • Fugitive
    • Colour symbolism
    • Colour psychology
    • Spot
  2. Question 2, locked

    Which of these words means this? “The same colour reading differently depending on what surrounds it and where it appears.”

    • Ramp
    • Context effect
    • AAA
    • Hue
  3. Question 3, locked

    Which of these words means this? “Whether a colour fits the product. A far better predictor than any fixed meaning.”

    • Pigment
    • Tone
    • RGB
    • Appropriateness

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