Passage 1: The Psychology of Colors in Daily Life
Read the passage below and answer Questions 1–7.
Color surrounds us everywhere—in advertisements, clothing, architecture, and even the food we eat. Yet few stop to consider why certain hues inspire us to take action, alter our mood, or remember a brand name. Cognitive psychologists and marketers alike have long recognized that color is not merely decorative: it’s a subtle but powerful communicator that sends messages directly to our subconscious.
One of the earliest formal studies into color perception traced its roots to Johann Wolfgang von Goethe, who in 1810 published Theory of Colours. Goethe proposed that colors arise through the interaction of light and darkness, but he went further, positing that each color elicits a specific psychological response. While modern neuroscience has refined his ideas, his fundamental observation—that color has emotional effects—remains integral to marketing strategies today.
Researchers have found that red, for instance, can increase heart rate and create a sense of urgency. This is why clearance sales often employ red banners. Conversely, blue exudes calm and trust, which explains its prevalence in the branding of banks and technology companies. Green typically symbolizes nature and health, making it a favorite in eco-friendly product packaging. Yellow, the most visible color to the human eye, is often used to grab attention quickly, though excessive yellow can lead to anxiety.
Beyond these basic associations, culture plays a significant role. In many Western societies, black connotes mourning, whereas in some Eastern traditions, it may represent strength or prosperity. White is linked to purity and simplicity in the West but to mourning in parts of East Asia. Marketers must therefore tailor their color palettes to specific audiences; a global campaign might use blue as a neutral backdrop, while regional materials adapt secondary colors to local preferences.
Color can also influence behavior more directly. In an experiment at a university cafeteria, managers painted the walls in either warm (red/orange) or cool (blue/green) tones. Students dining under warm hues lingered longer and purchased more side dishes, while those under cool tones ate faster and bought mainly main courses. Another study showed that athletes wearing red uniforms had a statistically significant win rate compared to those in blue—possibly due to perceived dominance.
Designers and urban planners even leverage color to improve public safety. Certain cities paint stairwell steps in alternating bright shades to reduce accidents. Road sign colors, standardized internationally, use red for prohibition and green for guidance, exploiting color psychology to ensure driver compliance.
Despite these insights, color effects are not absolute. Individual experiences, personal preferences, and context all contribute. A red logo may evoke excitement in one person and irritation in another. Thus, successful campaigns often incorporate A/B testing, presenting different color variations to sample audiences and measuring response rates. This data-driven approach balances theory with reality, ensuring that decisions reflect actual consumer behavior rather than assumptions.
