The power of colour

by The Listener / 09 March, 2013
Without thinking, can you name the colour of the McDonald’s M? Facebook? Coca-Cola? If you said yellow, blue and red, you have been colour co-ordinated.
Canterbury supporters unite in their team's colours
Canterbury supporters unite in their team's colours, photo Wayne Drought/NZPA


The Auckland Blues are on a winning streak, nailing back to back wins. Perhaps it’s early luck, a fired-up team, or the clever coaching of the two Sirs John Kirwan and Graham Henry. Because according to colour theory, blue isn’t the winning colour; red is. That’s Crusader country. It’s Manchester United. It’s Tiger Woods on the last day of a tournament.

In a famous study, Olympic combat sports competitors were randomly assigned a red or blue kit. The result, which could not be put down to mere chance, was that more than half the bouts were won by the person in red. When men were asked by New York’s University of Rochester psychology department to compare women in red shirts with those with green or blue shirts, red came out well ahead – men were even prepared to spend more money on the date.

“Red tends to denote passion, which can be love, anger or warning,” says Denise Conroy, senior lecturer in marketing at the University of Auckland. “Think of the red cross, red crescent, red in stop lights and red roses.”

The Listener's psychology columnist, Marc Wilson, has even wondered whether New Zealand's most famous team might do better as the All Reds.

Colour is a powerful hidden persuader, altering our moods, attracting us to certain brands, aiding our concentration or creativity. You can change the taste of your food simply by changing the colour of your dinner plate or breakfast mug.

A 2009 New Scientist article concluded that a range of research was now making it "clear that  colours can have an important, unappreciated effect on the way your mind works".

Up to 90% of a customer’s reaction to a new product – and the reason they end up buying it – is based on colour. Colour is said to increase brand recognition by up to 80%. Think of Warehouse red, Pak’nSave yellow, BP green. “We are hard-wired to notice bright colours,” says Conroy.

Without thinking, can you name the colour of the McDonald’s M? Facebook? Coca-Cola? If you said yellow, blue and red, you have been colour co-ordinated.

Find out more about the psychology of colour in Yvonne van Dongen and Mark Broatch's feature article Psychology of colour Subscriber contentIcon definitionSubscriber content

Related content:
The effects of colour on sports outcomes, by Marc Wilson Subscriber contentIcon definitionSubscriber content
MostReadArticlesCollectionWidget - Most Read - Used in articles
AdvertModule - Advert - M-Rec / Halfpage

Latest

Jane Goodall: We can live in harmony with nature
76836 2017-07-25 00:00:00Z Profiles

Jane Goodall: We can live in harmony with nature

by Sally Blundell

A world in which humans live in harmony with nature is still possible, says veteran environmental campaigner Jane Goodall.

Read more
Richard Dawkins' truth, science and tediousness
76845 2017-07-25 00:00:00Z Books

Richard Dawkins' truth, science and tediousness

by Danyl McLauchlan

Richard Dawkins’ profound admiration for himself comes through loud and clear – with footnotes.

Read more
As anti-vaccination numbers rise, is it a case of herd stupidity, not immunity?
75047 2017-07-25 00:00:00Z Health

As anti-vaccination numbers rise, is it a case of …

by Sarah Lang

It’s astonishing just how many well-educated, presumably semi-intelligent New Zealanders subscribe to and try to spread this kind of nonsense.

Read more
The dreaded autocorrect disaster
76840 2017-07-25 00:00:00Z Life in NZ

The dreaded autocorrect disaster

by Joanne Black

Autocorrect may hide your texting and typing bloopers, but it won’t stop your blushes.

Read more
Retailers say competition laws block charge on plastic bags
76850 2017-07-24 16:14:42Z Environment

Retailers say competition laws block charge on pla…

by RNZ

1.5 billion plastic bags are used here each year and on average it takes just 12 minutes before a bag enters the waste stream.

Read more
Crossword 1037 answers and explanations
6 reasons your next family holiday should be in Taranaki
76777 2017-07-24 08:32:07Z Travel

6 reasons your next family holiday should be in Ta…

by Venture Taranaki

How to holiday like a local in the Naki.

Read more
Housing on Auckland's fringes not sprawl, says mayor Phil Goff
76773 2017-07-24 07:22:26Z Economy

Housing on Auckland's fringes not sprawl, says may…

by Todd Niall

More government money is being poured into housing developments on the edge of Auckland - but the result won't be sprawl, says mayor Phil Goff.

Read more