Graphic designLesson 5 of 5 in the course Colour in design

Color Psychology in Perception, Culture, and Design Applications

5 flashcards · 4 quiz questions · 5 match pairs · 4 fill-in sentences · English

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Summary

Color psychology explores how colors and hues relate to human perception, emotion, and behavior. This lesson introduces the field’s core ideas, its history, and a general model for understanding how color can influence people.

Color psychology is the study of colors and hues as influences on human behavior. Color can affect perceptions that are not immediately obvious: people may, for example, judge a food’s flavor partly from its color. Color may also evoke emotions or shape expectations.

All flashcards

Embodied meaning
Meaning attributed to qualities of a visual stimulus itself, rather than a specific learned association.
Ecological valence theory
A theory that color preferences partly reflect associations with objects and situations people feel strongly about.
Brand personality fit
The match between a product’s packaging colors and the personality promoted for its brand.
Color rendering under different light
An object’s apparent color can change with the light source illuminating it.
Client-led color exploration in art therapy
Exploring what a color means to a client instead of assuming its meaning.

Quiz questions

  1. In the embodied and referential theory of color, what is referential meaning?Answer: Meaning shaped by learned associations and context.
  2. According to ecological valence theory, what can help shape a person’s color preferences?Answer: Associations with objects and situations they value or dislike.
  3. Why might a green cherry-flavored drink be mistaken for a citrus-flavored drink?Answer: Its color can create an expectation associated with lime or lemon.
  4. What pattern has been reported for warm- and cool-colored store displays?Answer: People may be drawn to warm displays but rate cool displays more favorably.

Based on the Wikipedia article Color psychology, licensed CC BY-SA 4.0. Adapted into a summary, flashcards and quizzes.

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