The Effects of Color on Behavior, Emotion, and Physiology

Writer: Brianna Dasrat

Editor: Anindita Bhattacharjee

Throughout the different stages of life, humans have shown a proclivity to the different colors that paint the world. Newborns prefer bright, warm colors like red and yellow, while adults have been observed to prefer cool colors like blue and green (Adams, 1987). Colors are not merely a decorative tool, though. Research investigating the psychological effects of exposure to colors has observed that certain colors are capable of eliciting emotions, affecting physiology, and influencing behavior. Studies have observed red to impede studying efforts (Al-Ayash et al., 2015) and test performance (Elliot et al., 2007), while blue was found to decrease heart rate (Al-Ayash et al., 2015). Another study exploring social media use discovered that images with reds, purples, and pinks were shared by users at a higher rate than images of other colors (Bakhshi & Gilbert, 2015). Colors are a powerful instrument, and their effects are far-reaching and robust.

Studying is already a tedious and unpleasant chore, but students who study in red environments may be putting themselves at an unintended disadvantage. A research study conducted in 2007 investigated the effect of the color red on testing performance. Participants were sorted into three conditions and instructed to solve either anagrams or analogies. The first group was exposed to the color red on their exam, while the second group was exposed to the color green. The final group was exposed to the colors white or black. All participants were given five minutes to complete their respective tests. The data revealed that participants who completed their tests after being exposed to the color red had remarkably worse test performance than those who were exposed to green, white, or black (Elliot et al., 2007). This data can be partially explained by the results of another study that also researched the effects of color on testing performance. Participants were instructed to study in 1 of 6 rooms, which either had vivid or pale red, yellow, or blue walls (Al-Ayash et al., 2015). Participants were then interviewed and asked how their room and its color aided or impeded their studying efforts. Those in the vivid red rooms reported that red was a “distractive color” because it’s “related to war, blood, and danger” (Al-Ayash et al., 2015). Participants in the pale red room also reported difficulties because the color induced feelings of “ nervous[ness] and stress” (Al-Ayash et al., 2015). The psychological effects of the color red are likely due to its associations in the real world. Many associate red with blood and associate blood with danger and stress. Upon seeing red, people can have difficulties focusing or performing tasks due to feelings of unease and discomfort that red brings them. As a result, the color red can hinder people’s performance and negatively affect their mood and emotions, consciously or unconsciously.

The effects of color are not limited to emotion and can affect human physiology as well. A study from 2015 sought to explore the relationship between different colors and their effect on a person’s heart rate (Al-Ayash et al., 2015). As stated before, participants were placed into 1 of 6 conditions and asked to study. While studying, an oximeter was used to record participants’ heart rates (Al-Ayash et al., 2015). It was found that those studying in the blue rooms had a significantly decreased heart rate, while those studying in the red and yellow rooms had a significantly higher heart rate (Al-Ayash et al., 2015). These results can be explained by the feelings that each color evoked in the participants. Blue was “perceived as a calming” and “cool” color due to its association with the “sky, beach and summer” (Al-Ayash et al., 2015). Yellow and red, however, were instead perceived to be “arousing” and “active,” respectively (Al-Ayash et al., 2015). Because of blue’s associations with calmness and tranquility, participants were measured to have lower heart rates. On the other hand, yellow and red were viewed as active colors that aroused the senses, which in turn raised their heart rates. The positive and negative associations of colors can have a powerful effect on the human body, even on an uncontrolled function like heart beat.

On social media, color might be the key to explaining why some posts go viral more than others. A study from 2015 compiled data from one million posts on Pinterest and recorded the mean colors present in each photo (Bakhshi & Gilbert, 2015). It was observed that posts that were mostly red, purple, and pink went viral more than posts that were blue, green, yellow, and black (Bakhshi & Gilbert, 2015). Due to color associations, posts with red, purple, and pink evoked more intense feelings like “passion” and “lust,” which encouraged diffusion and contributed to their popularity (Bakhshi & Gilbert, 2015). Contrarily, blue, green, and yellow evoked feelings of calmness and cheerfulness, which did not promote sharing behavior (Bakhshi & Gilbert, 2015). Black also had poor diffusion because of its perception as unfavorable and unpleasing due to its lack of color (Bakhshi & Gilbert, 2015). Because of the different feelings evoked by certain colors, people’s sharing behavior can unknowingly be affected. People feel more compelled to share posts with colors that elicit strong feelings, but less compelled to share posts that create a feeling of calmness, happiness, or displeasure. The socially constructed perceptions and attitudes associated with colors can have a considerable effect on a post's success, and are a useful tool to consider when aiming for virality.

The effects of colors on human behavior, emotion, and physiology are often overlooked and understated. Mere exposure to certain colors can positively or negatively affect studying efforts and test performance, and can even change a person’s heartbeat. Colors can also affect post virality on social media due to the different associations and perceptions people tend to have with them. By understanding the different effects of colors, people can make more informed decisions about studying habits, social media use, and overall everyday life.