Some scientific studies provide emotional paint by number tables, showing statistical correlations between color and emotion. The same applies to color psychology guides with simple look up tables offering an emotional “paint by numbers” approach. Things that are “too good to be true”, are quite often exactly what they appear - not true. The more hyped-up and baseless the claims, the more popular they appear to be. What’s worse, if YouTube Like smashes are any indicator of distribution, it’s safe to argue that the general public sucks up blatantly absurd color psychology claims. Unfortunately, those who make universal claims online tend to invent the details and spread sweeping generalizations on the basis of nothing. And there are several studies showing strong links between different colors and visual salience - but this is not emotion. There’s good scientific evidence that suggests some universals probably do exist. I’m not denying that there may be universal color-emotion associations. What many of the universal color psychology advocates distort, the scientific community frequently demonstrates - culture matters. This demonstrates the diverse reactions people ascribe to color through similar cognitive associations resulting from something as simple as traffic lights. Thanks to traffic lights, red also has cognitive association with the concept of stopping. But in China, red is assigned emotional associations to happiness and fortune. In the Western world, people describe red for its emotional connections to danger and passion. Red may be the most popular color for invented claims. Some people think blue is cold and depressing. This makes it hard to judge what’s a legit color psychology claim. But at the same time, several studies show that there are links between color and emotion. The claim that every brain is wired to react emotionally to the exact same color stimulus is very far removed from the science. They teach you things that are not real, and then encourage you to adopt practices based on principles that do not exist. Many of the color psychology articles are not just invented claims, but they typically follow-up with guidance on how to apply those invented claims. The web is full of oversimplified psychological theories, misinformation, and bad advice. If you have read any articles on color psychology, you probably ran across universal claims like these. These bunk guidelines go something like this: Yellow makes your users feel joy blue calms them and red makes them angry. The web is full of fake color psychology advice. The problem is, how do you know which colors evoke which emotions?Įver find yourself Googling this question and find yourself in a pseudoscience land of made up nonsense? If you have, don’t worry.
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