Colour Me Shocked

Colour Me Shocked

Any marketeer knows that changing the colour of things will influence the brain. But in reality, it goes so much deeper.

Colour has an enormous impact on what our brains perceive; so much so that colour can directly alter our emotions and our behaviour.

Think about almost every fast-food logo that you can remember. Three colours always feature.

Red, Orange and Yellow. Why?

Orange and yellow make you hungry.

What colour barely ever features?

Blue. Why?

There are no naturally occurring blue foods.

(Don't you dare tell me that blueberries are blue, they aren't, they're purple)

Our brains, over millennia, have realised this pattern, and thus we have a visceral negative reaction to blue food.

They ran a study where they gave people blue soup (it looks as disgusting as it sounds). People said it looked less appealing, rated it less tasty, and even said that they were more anxious before they ate it.


This is all well and good, but what does it mean for you, the consumer?

Buy a blue refrigerator light.

Next time you go rifling through the fridge hunting for a midnight snack, your brain will tell you that you aren't hungry any more.

Colour has an enormous effect on our brains. Still don't believe me?

Researchers have tested a specific variant of pink paint which has been shown to reduce aggressiveness and even physical strength in prisoners put in drunk tanks. Bulls see red and get aggressive, drunks see pink and get placid.