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"Given the prevalence of color, one would expect color psychology to be a well-developed area. Surprisingly, little theoretical or empirical work has been conducted to date on color's influence on psychological functioning, and the work that has been done has been driven mostly by practical concerns, not scientific rigor."
Andrew Elliot and Markus Maier, researchers.
While most perceptions of color are subjective, some color effects have universal meaning.
"Colors, like features, follow the changes of the emotions."
Color preferences can sometimes make a statement about how we want other people to perceive us. Other factors such as age and gender can also influence the color choices we make.
The personality of the buyer can play an important role in color selection, but buyers are often heavily influenced by factors such as price and other practical concerns.
Most psychologists view color therapy with skepticism and point out that the supposed effects of color are often grossly exaggerated. Also, one’s feelings about color are often deeply personal and rooted in their own experience or culture.
Much of the evidence in this emerging area is anecdotal at best, so more scientific research is needed to gain a better understanding of color psychology.
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