Color psychology has become a popular area of color theory that assigns emotional and psychological connotations between colors and emotions. Marketing and advertising are well-known for utilizing color psychology. The fact that some companies have heavily invested in this type of research and many others have followed through in its use shows they have at enough belief in the concepts of color psychology to implement them in their advertising. Color is a powerful communication tool and can be used to signal action, influence mood, and even influence physiological reactions. Certain colors have been associated with increased blood pressure, increased metabolism, and eyestrain. Studies have also shown that certain colors can have an impact on performance. No one likes to see a graded test covered in red ink, but one study found that seeing the color red before taking an exam actually hurt test performance.

Affrin Sulthana B

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