Color psychology pdf

Study of influence of color on human behavior

Color psychology is the study of colors and hues as a determinant of human behavior. Color influences perceptions that are not obvious, such as the taste of food.

Colors have qualities that may cause certain emotions in people.^[1] How color influences individuals may differ depending on age, gender, and culture.^[2] Although color associations may vary contextually from culture to culture, one author asserts that color preference may be relatively uniform across gender and race.^[3]

Color psychology is widely used in marketing and branding.

Marketers see color as an important factor, since color may influence consumer emotions and perceptions about goods and services.^[4] Logos for companies are important, since the logos may attract more customers.^[5]

The field of color psychology applies to many other domains such as medical therapy, sports, hospital settings, an