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cool colours, achromatic colours etc. Colour triads or com- 5. The colour usually exerts its influence automatically.
plimentary colours are created and used widely with the 6. Colour meaning and effect has to do with context as well.
help of the colour wheel. A large section of all graphics in Colour psychology aims to help brands and marketers make
the industry are created using Adobe products (Photoshop,
the most out of one ad deployment by choosing a colour
InDesign, Illustrator) and these products like many more strategy that not only complements the colour theory but
software come equipped with libraries and tools to help also affects the consumers unconsciously creating greater
capture, create and mix colours, highlighting their impor-
impact and enhancing Top of the Mind Recall. The follow-
tance once again.
ing are a common association with Blue, Red & Yellow.
Colour Psychology & Neuromarketing Colour Association References

Associative learning is one of the fundamental theoretical Blue Trustworthy Kauppinen-Räisänen& Luomala,
frameworks for this research. For the context of this re- 2010
search, the works of John B. Watson and other psycholo- Jacobs et al.,1991
gists are taken into account. This theory states that we
Calming Kauppinen-Räisänen& Luomala,
learn to associate different values and emotions to stimuli
2010
based on past experience. Rewarding experiences help Singh, 2006
positive associations while negative associations are caused
Neutral Singh, 2006
due to unsatisfactory experiences. This theory thus estab-
Babin et al., 2003
lishes the duplicity of colour research, which is in part based
on in-grained impulses and in part based on the experiences Sad Chang & Lin, 2010
of the individual. The associate learning model allows hu- Red Excitement Chang & Lin, 2010
mans to naturally make choices based on subtle cues such Singh, 2006
as colours, historically this has provided humans with a dis-
Love Simona Petru 2006
tinct evolutionary advantage by fostering natural harm
Anger Simona Petru 2006
avoidance. In the modern world, concepts such as these are
used extensively in marketing and advertising. Yellow Optimism Veronica L. Zammitto, 2005
Confident Veronica L. Zammitto, 2005
Interestingly, John B. Watson who started as a psycholo- Friendly Singh, 2006
gist, known for the Little Albert Experiment later changed
his career from that of a researcher to the advertiser.
Nobel Laureate Francis Crick called it the astonishing hy-
pothesis: the idea that all human feelings, thoughts, and
Colour Psychology delves into the study of hues (colour
actions—even consciousness itself—are just the products of
value) as a determinant of human behaviour. Marketers
neural activity in the brain. For marketers, the promise of
can benefit by seeing colour as an important factor that
this idea is that neurobiology can reduce the uncertainty
can influence consumers' emotions and perceptions for
and conjecture that traditionally hamper efforts to under-
products. The general model of colour psychology relies on
stand consumer behaviour. This emerging field of study
six basic principles, as stated by Whitfield TW:
shows how consumer responses are not the best judge of
1. Colour can carry a specific meaning.
2. Colour meaning is either based in learned meaning or practical behaviour as most of the decisions are in fact sub-
consciously made and then consciously justified.
biologically innate meaning.
3. The perception of a colour causes evaluation automati- Research Methodology
cally by the person perceiving.
Research Design
4. The evaluation process forces colour-motivated
behaviour. This study uses a descriptive research design with the help

"Love finds you not because you are seeking it, but because you are giving it."

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