"Color is a vital tool as it significantly influences how we observe and perceive different objects; our brain can distinguish objects by color. There is also a strong connection between the shades and our moods and emotions. For instance, there is a huge difference between emotions evoked by cool and warm tones. Thus, colors create psychological effects on the receiving person. Using the right ones is a go-to strategy in marketing."
"Neuroscientist Bevil Conway's research about the brain's color system has substantial value for designers and artists. He determined that parts of the brain respond differently to certain colors. The most interesting thing is that some parts are more sensitive to specific colors. For example, neurons in the brain's visual areas are more susceptible to red than green or blue. A small percentage of cells are tuned to yellow, but red elicits the strongest response."
Color perception arises from physical and chemical responses that affect behavior, mood, psychological state, and decision-making. Different shades and hues nudge daily choices and can be manipulated in advertisements and campaigns. Color enables the brain to distinguish objects and connects strongly to emotions; cool and warm tones evoke different feelings. Some brain regions respond more strongly to particular colors, with red producing the strongest neuronal response and few cells tuned to yellow. Designers should select colors intentionally, avoid ambiguous shading caused by adjacent colors, and align color choices with desired psychological effects.
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