Thesis RRL

Color Context
According to (Elliot & Maier, 2014) different colors can evoke various emotions in
humans. Red may provide everyone with a cheerful sense and can appropriately rouse
a person's passion. Even in some managerial situations, the appropriate usage of red is
more conducive to arousing the emotions of the other side and expressing the heart's
unhappiness. Orange is not only a warm and energizing color, but it also aids in hunger
stimulation. Many items are packaged in orange because of the emotions it evokes in
people. In psychology, there is additional evidence that orange has a calming influence
on people's minds. Yellow is one of the most apparent brilliant hues, representing the
future and optimism, and has the impact of calming emotions and stimulating hunger in
normal individuals.
Color Psychology
According to (Alnasuan, 2016), a single hue might have many meanings in different
civilizations. In Asia, for example, orange is a spiritually enlightened, positive, life-
affirming color, whereas in the United States, it is connected with traffic delays, road
hazards, and fast-food outlets. When considering many cultures, colors can distinguish
between a premium brand and a budget brand, between fun and serious, female and
male, young and old, or indicate a rite of passage. Color meanings are based on
context. Black, for example, may be linked with mourners, monks, ninjas, or a crowd at
an art museum.
Interpretations of Color
So, what causes our understanding of the many colors surrounding us? Most experts
believe that different colors have distinct connections for different people, activating
memories and emotions that affect performance.
Graham (1998, referenced in Withrow, 2004) offered a pharmacological explanation
based on melatonin and serotonin levels in the body. The hypothalamus releases a
stimulant called serotonin during the day, when full-spectrum sunshine reveals all the
colors around us. At night, when the lack of light causes the colors around us to fade to
gray and black, the hypothalamus releases melatonin, a depressant that aids in sleep.
Gender influences color preferences as well, with 76 percent of women preferring cold
colors compared to 56 percent of males (Hemphill, 1996, as cited in Rider, 2009).
Previously, Valdez and Mehrabian (1994, as quoted in Rider, 2009) discovered that,
while men and women responded equally to variations in saturation and value, women
were more sensitive to the variations. Color preferences and responses, on the other
hand, are fully dependent on circumstance (Elliot & Maier, 2007, as cited in Rider,
2009).
Although blue is constantly chosen and yellow is consistently hated (Crozier, 1999, as
cited in Rider, 2009), in the setting of a lemon or a wedding band, most individuals
would prefer yellow. Finally, these linkages are assumed to have biological and
evolutionary underpinnings, as well as being based on classical conditioning
mechanisms (Elliot & Maier, 2012).
Impact of Color on Mood, Feelings and Behaviors

(Wexner, 1954) did one of the first investigations on the association between color and
mood. In this study, 94 participants were asked to choose a mood descriptive adjective
from a list to best characterize a series of eight colors randomly placed on a gray
cardboard background at the front of a classroom. Participants identified a strong
association between red and exciting/stimulating, blue and secure/comfortable, orange,
and distressed/upset, and black and despondent/dejected and powerful.
Color preferences appear to vary according on personality type. Introverts are drawn to
cooler, relaxing hues such as blue and green, whereas extroverts are drawn to bright,
energizing colors such as red and orange (Birren, 1980, as cited in Withrow, 2004).
Warmer colors are disturbing to introverts who are more sensitive to color stimulation,
but cooler colors are not exciting enough to extroverts who are less sensitive (Mahnke,
1993, as cited in Withrow, 2004). In prisons where separate wings have been painted
different colors, violent behavior among inmates living on red and yellow wings has
increased while it has decreased among those living on blue and green wings (Graham,
1998, as cited in Withrow, 2004)
Guo, R. (2022, January). Effect of Visual Stimulus on Psychology. In 2021 International

Conference on Social Development and Media Communication (SDMC 2021) (pp.
1049-1052). Atlantis Press.
https://www.atlantis-press.com/article/125968584.pdf
Alnasuan, A. (2016). Color psychology. American Research Journal of Humanities and
Social Sciences, 1-6.
https://www.academia.edu/download/59023707/920190424-58389-m88jss.pdf
Elliot, A. J., & Maier, M. A. (2012). Color-in-context theory. Advances in Experimental
Social Psychology, 7 (7), 68. Retrieved from
https://doi.org/10.1016/B978-0-12-394286-9.00002-0.
Kurt, S., & Osueke, K. K. (2014). The effects of color on the moods of college students.
SAGE Open, 4 (1), 1.
https://doi: 2158244014525423.
Dileep, N. Color Psychology and its Impact, Influence and Interpretations. FirstYear
Reader, 178.
https://www.aus.edu/sites/default/files/first_year_reader_spring_2020.pdf#page=178

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Color Context

Impact of Color on Mood, Feelings and Behaviors

Guo, R. (2022, January). Effect of Visual Stimulus on Psychology. In 2021 International

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