Well, yes and no. The banana in my fruit bowl is yellow to me. But it might not be yellow to you. In fact, neuroscientist Beau Lotto says that, when it comes to colour, we’re all delusional!
Light is real. It can be measured. But colour doesn’t actually exist. It’s completely manufactured in our brains. We use our memories to help us know what colour something is, and we have strong emotional associations with certain colours.
For example, in an experiment designed by Beau Lotto, nearly every adult assigned yellow to happiness, blue to sadness and red to anger. (Kids were similar, but a bit less predictable.)
There’s also an emotional association between colour and sound, with most people, including kids, thinking of lower notes as dark blue and higher notes as bright yellow.
Even though these relationships don’t exist in nature, human beings have, over time, developed a kind of memory that this is the case.
And we can use that to our advantage in branding and marketing. When you want to create an emotional association with your brand, it pays to think about the colour of that emotion, and the sound of that emotion.
0 comments:
Post a Comment