Lecture: The Psychology of Colour

This morning's topic is the influence of colour on human behaviour. Marketing experts have long assumed that colour shapes consumer decisions. Red, for example, is often associated with excitement and a sense of urgency. Blue, by contrast, tends to be linked with calmness and reliability. However, the evidence for these effects is considerably weaker than many people believe. Cultural background plays a significant role in how particular colours are interpreted. White symbolises purity in some societies, but mourning in others. For your assignment, I'd like you to evaluate one published study in this field.