...“How Color Psychology affects Consumer Behavior” Term Paper in General Psychology _________________________________________ Submitted to Prof. Artemus Cruz _________________________________________ Submitted by Michelle P. Garcia BSBA MM 3-1 _________________________________________ March 26, 2013 I. Introduction Colors play an important role in our lives. It gives meaning to everything we see. As Human our color vision influences everything from our art and poetry to the colors we paint our homes and the clothing we choose to buy. Colors distinguish a thing from the other. Colors determine our emotions. Pablo Picasso once quoted, “Colors like features follow the changes of the emotions”. Do you feel happy in a yellow room? Does the color blue make you feel calm and relaxed? Artist and interior designers have already proven how color can dramatically affect moods, feelings and emotions. Color is a powerful tool when it comes to communication and can be used to signal action, influence mood and cause physiological reactions. How color affects the effectiveness of the business? Marketing is a science of satisfying human wants and needs. When this filed acquires the principles of color psychology, it would be a great help for the marketers influence consumer behavior. Since color is an n important factor in the visual appearance of the products as well as in brand recognition, color has become...
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...Understanding the Meaning of Colors in Color Psychology The meaning of colors can vary depending on culture and circumstances. Each color has many aspects to it but you can easily learn the language of color by understanding a few simple concepts which I will teach you here. Color is a form of non verbal communication. It is not a static energy and its meaning can change from one day to the next with any individual. For example, a person may choose to wear the color red one day and this may indicate they are ready to take action, or they may be passionate about what they are going to be doing that day, or again it may mean that they are feeling angry that day, on either a conscious or subconscious level. The color orange is the color of social communication and optimism. From a negative color meaning it is also a sign of pessimism and superficiality. For more on the color orangeIn the meanings of color in color psychology, the color yellow is the color of the mind and the intellect. It is optimistic and cheerful. However it can also suggest impatience, criticism and cowardice. Green is the color of balance and growth. It can mean both self-reliance as a positive and possessiveness as a negative, among many other meanings. Blue is the color of trust and peace. It can suggest loyalty and integrity as well as conservatism and frigidity. Indigo is the color of intuition. In the meanings of colors it can mean idealism and structure as well as ritualistic and addictive...
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...“A Study of the Effect of Paper Color on Test Performance in Business Communication” (2009) by Janet K. Winter and Esther J. Winter of University of Central Missouri, Warrensburg stated that, Color has been shown to affect mood and productivity in a variety of different situations. This study evaluated the performance of students in readiness-assessment quizzes in business communication classes, comparing the grades of students whose test papers were white with grades of students who received pastel-colored test papers. The results revealed that there was no significant difference between the two groups. Other research suggests that color may, however, have an effect in other situations [1]. Mehta and Zhu (2009) have published studies that they claim clarify how red and blue differently affect performance on detail-oriented versus creative tasks with strong implications for test preparation and testing formats [2]. According to Sinclair (1998), students taking exams on blue and red paper performed more effectively on blue, especially for complex questions [3]. Whitfield and Wiltshire, in their critical review of the field, discounted the work done before 1950 because it didn’t consider even the three basic components of color (hue, value, and chrome). They also identified flaws in most subsequent research: inconsistencies in the terminology used by respondents to express preferences; lack of attention to surround color (as well as sample color); disregard of the effects of illumination;...
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...1 RACE, GENDER, & LEADERSHIP Race, Gender, & Leadership: What Impact Does Race and Gender have on Leadership Advancement for Women and Women of Color? Dawn MJ Hyman University of Baltimore 2 RACE, GENDER, & LEADERSHIP Introduction Race and gender disparities in public leadership still plague the workplace despite the continued growth of a more diverse demographic landscape. For women and women of color, this presents a unique challenge in their aspirations for leadership positions as well as how they are perceived and behave as leaders. We will examine leadership through the context of race and gender, discuss biases, perceptions and stereotypes, compare and contrast leadership experiences between women and women of color, review leadership behavior with regards to agency, and then complete the discussion with a summary and conclusion. 3 RACE, GENDER, & LEADERSHIP Race, Gender, & Leadership: What Impact Does Race and Gender have on Leadership Advancement for Women and Women of Color? Depending on the definer, leadership has taken on a host of various definitions – with most depicting the use of power, authority, and influence to promote the actions of others for goal achievement (Yukl, 2009). Early on, while studies have been conducted on men and leadership, women – particularly women of color – were excluded completely from this research until the 1970’s and 1980’s (Chemers, 1997). It’s critical to address the current scarcity of leaders...
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...Adver-ties Things In to Everything When people flip through magazines, advertisements are on every other page, but they are quickly overlooked. Advertisements are part of people’s daily lives. This is a big part of what advertisement makers take into account. They need to use certain methods to somehow catch people’s attention in the piles of advertisements that surround everyone. Advertisements are actually mini works of art that take many man hours to manufacture. Advertisements are selling products by use of manipulation on media. There are many parts to advertisements that consumers are blissfully unaware of but affect them psychologically. Many things drive humans to buy goods thinking it will attract a mate, or they think it will fill a need. Advertisement makers are very good at going into a person’s mind and making them think the products they are selling are needed. The makers of advertisements are skillfully weaving masterpieces that a reader will glance upon, but still get a message conveyed to them via imagery, manipulation, and text. The audience of this advertisement might be that of the fashion conscientious. This specific advertisement was found in a 2010 Cosmopolitan magazine. This particular magazine is targeted towards women ranging from the age of 20-40 years of age meaning advertisements in the magazine are also geared towards women in that age group. Specifically this advertisement is most effective when viewed by women who are conscious of what...
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...Sensation and Perception Chapter: Sensation and Perception Sensation and Perception Sensation versus Perception Psychophysics and Thresholds Vision USING PSYCHOLOGY: Color Visual receptor: The Eye Operation of the Eye Eye Problem: Color Blindness Hearing Operation of the Ear Ear Problem: Deafness Chemical senses—Smell and Taste Chemical Senses Receptors: The Nose and Taste Buds Operation of the Chemical Senses Other senses: Skin Other Senses: Balance and Body Position Perception Figure-ground Perception The Wholeness of Figure Perception Perceptual Grouping Perception and Attention Stimulus Variation and Perception Perceptual Constancies Visual Perception of Distance Visual Perception of Motion Hearing Perception Illusions as "Errors" in Perception USING PSYCHOLOGY: Clothing Extrasensory perception (ESP) REVIEW QUESTIONS ACTIVITIES INTERESTED IN MORE? 183 Sensation and Perception WHAT'S THE ANSWER? Instructors in Driver Education advise their students to look twice in both directions before driving across an intersection. Why? "Watch it, Klausman! Watch where you're going!. . . Well, would you look at that. He ran into the goal post!" PSYCHOLOGY: Exploring Behavior Sensation and Perception 184 Moments later, "Klausman, how many times have I told you? You've got to look where you're going! What if that had been a defensive player from the opposing team? How do you feel?" "I feel OK, coach, but I've got a bad ringing in my ears." What causes the ringing in...
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...to the country and flag. Although Kaepernick’s action was perceived as disrespectful and offensive, he explained that this was a form of protest against police brutality and racial discrimination in the American justice system. Campus event “Political Psychology as a Discipline” that I attended last week focused on analyzing the problem of police brutality and racial discrimination from three scientific...
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...The Color White The meaning of the color white is purity, innocence, wholeness and completion White is color at its most complete and pure, the color of perfection. The color meaning of white is purity, innocence, wholeness and completion. In color psychology white is the color of new beginnings, wiping the slate clean, so to speak. It is the blank canvas waiting to be written upon. While white isn't stimulating to the senses, it opens the way for the creation of anything the mind can conceive. White contains an equal balance of all the colors of the spectrum, representing both the positive and negative aspects of all colors. Its basic feature is equality, implying fairness and impartiality, neutrality and independence. It is interesting to note that babies come into the world with a perfect balance of white, ready to imprint their lives with all the colors of the spectrum (hopefully!) from all their life experiences. White is totally reflective, awakening openness, growth and creativity. You can't hide behind it as it amplifies everything in its way. The color white is cleanliness personified, the ultimate in purity!! This is why it is traditionally worn by western brides, and the reason why doctors wear white jackets. White is a color of protection and encouragement, offering a sense of peace and calm, comfort and hope, helping alleviate emotional upsets. It creates a sense of order and efficiency, a great help if you need to declutter your life. White offers an inner...
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...basic design layout from my perspective. The photos, fonts, and colors failed to provide an effective example of alignment and proximity. However, it’s more likely hard to reveal the concept of the messages when you look at them for first time. Based on last discussion at the class, the relationships of elements of design to each other and to the total composition play an important role. They help to arrange and enhance the delivery of messages in effective compositions. For instance, Stronger Jessup ad failed to illustrate the relationship between the visual symbol and the text. They have not applied the alignment element, which needs a visual connection. As a result, ignoring any principle will make the design of the advertisement poor. Designing of visual documents and understanding of color importance helps when incorporating it into any design. The reason for the impact is that the colors have deep subliminal meanings that have massive impact on human attention. Choices regarding color should be matched with purpose of messages that try to deliver. Ads should have the colors in them perfectly matching. It is clearly shown in the advertisements. Whenever they run out of color meanings, they use blue and yellow. Color psychology dictates that the appropriate color enhance the environment. Green, generally, is a decent color for the environment. Lackawanna Energy Center’s logo is black and white. The appropriate color to represent their vision should be green or red since they...
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...CHAPTER 1 some of your own emotional roadblocks on the path of cultural competence? What are your reactions to the quote by Vernon Jordan, Jr.? What were some of Mark Kiselica’s obstacles to developing cultural competence? What is your reaction to the following statement: “Without awareness and knowledge of race, culture, and ethnicity, counselors and other helping professionals could unwittingly engage in cultural oppression? What led me to become a counselor? What were my first experiences of people of color (or of Whites)? What did I learn from my family about cultural diversity and differences? What are my stereotypes and biases about individuals from other groups? Identify Mark Kiselica’s emotional roadblocks to developing cultural competence. How come Mark Kiselica over-identified with people of color? What influenced Derald Sue to go into multicultural psychology? Compare and contrast the journey's of Mark Kiselica and Derald Sue CHAPTER 2 What challenges do you think counselors face in gaining cultural competence? Would you be willing to explore your own racism, sexism, heterosexism, able-body-ism as it relates to cultural competence? If so, why? If not, why not? What is worldview? How does your worldview influence how you relate to other people, institutions, nature, time, etc.? As a counselor, how would you implement the Multidimensional Model of ultural Competence into your work with clients? What are some culturally appropriate intervention...
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...Consider it or not, bearing certain colors can help us elevate, make head way argument or encourage friends to share the latest gossip. Colors in our surroundings have the ability to keep us cool, motivate or de-motivate the conversation. The hues on packaging give some unperceivable messages that the enclosed product is salubrious, pricy or unsafe. Why? Because of the psychology of color, which refers to the strong emotional reactions that we all have towards colors? Research studies show that our reaction is partly physiological based on the effects of the colors that have on our eyes and nervous system. It is also influenced by our environment and life experiences. Beginning with the technology at its simplest, the retina focuses on colors as rays of light which have varying lengths and degrees of refraction, reflection, absorption depending on the hue. The eye's sensing of each color induces fast reactions in the brain and autonomic nervous system. For example: Warm colors like reds, orange, yellows have the longest wavelengths, requiring energy to view them, that's why those colors seem to pop out at us. They stimulate the brain, raise pulse and respiration rates. In contrast, cool colors like blues and green have the shortest wavelengths and can easily enter the eye. This produces a calming and relieves us while slowing the metabolism. In addition to the involuntary reactions we have learned reception that is equally important to color. We're taught that pink is for...
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...Christine Ladd-Franklin History and Systems of Psychology Christine Ladd-Franklin Christine Ladd-Franklin would make history with her remarkable achievements in psychology. Christine was a mathematician, logician, and psychology. Christine had many influential people in her life that helped support and encouraged her passion for learning in a culture where women found it hard to enter college. These influences included her father, mother, and aunt as well as academic professors, such as Maria Mitchell, James Sylvester, Charles Peirce, G.E. Muller, and Herman von Helmholtz. This paper will describe Christine Ladd-Franklin’s life, background, theory, and contributions to the field of psychology. Christine, often referred to as Kitty, was born in Windsor Connecticut on December 1, 1847(Vassar Encyclopedia, 2012). Christine was the oldest of three children born to Eliphalet and Augusta Ladd. Augusta died when Christine was12. Before her death, Christine’s mother and her aunt Juliet Niles were very influential in Christine’s life as evidenced in her later work as an advocate for women’s rights. As a child, she attended lectures for women’s rights with her mother. Christine’s early education stared at Wesleyan Academy in Wilbraham, Massachusetts, where she prepared for college just like the male students. She graduated in 1865 and was voted valedictorian of her class. In 1866, Christine pursued her education at Vassar, one of the few new colleges that...
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...Mary Whiton Calkins Mary Whiton Calkins was born on Mach 30, 1963 (White, 2010). Calkins was born in Hartford, Connecticut but grew up in Newton, Massachusetts. She is the eldest of five children and was extremely close to her family (Cherry, 2011). Her father was a Presbyterian minister, who believed in well rounded education (White, 2010). He knew about the education that women received back then and decided to supervise Calkins education. This allowed her to enter Smith College in 1882. She did not have any kids or spouse because she believed that she needed to have all her attention on her career to succeed. She later passed away in 1930 from cancer (Psych E-Newsletter, 2011). In 1882 Calkins entered Smith College. Due to her sister’s illness and death caused her to study at home for the following year. However she went back to the Smith University in 1885, and graduated with a double major in classics and philosophy. Later on the year, the Calkins family went to Europe and Mary studied Greek at the University of Leipzig. After she returned to the States, she was asked to teach Greek at the Wellesley College. She had been teaching Greek for about a year, when offered a position teaching psychology. Unfortunately, she struggled tremendously. There were few places for women to work or even graduate in psychology (Bumb,n.d). Calkins was invited to sit-in on William James and Josiah Royce lectures on a strictly casual basis at the Harvard University. On October 1, 1980 Calkins...
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...1. Compositional Theories of Art Composition: An orderlyarrangement of elements using the principles of design. 2. Rule of Thirds Imagine a grid that splits the frame into thirds both vertically and horizontally. Place the subject along those gridlines. The intersections of the lines are especially compelling places to position your subject.The Biglen Brothers Racing (1873) Thomas Eakins 3. Rule of Thirds Imagine a grid that splits the frame into thirds both vertically and horizontally. Place the subject along those gridlines. The intersections of the lines are especially compelling places to position your subject.The Biglen Brothers Racing (1873) Thomas Eakins 4. The GoldenRectangleBased on theGolden Ratio,aka the DivineProportion, amathematicallydevelopedformula,observed oftenin nature andapplied toarchitecture andin art. 5. The Mona Lisa (1503-1519) Leonardo da Vinci 6. The Rule of Odds Having an odd number of things in a composition means your eye and brain cant pair them up or group them easily. Theres somehow always one thing left over, which keeps your eyes moving across the composition.Portrait of Charles I, King of England (1635-1636) Anthony van Dyck 7. Leading Lines Lines that guide a viewer’s eyes around, or through, the artwork are called leading lines.Provencher’s Mill at Moret (1883) Alfred Sisley 8. Strong Diagonal A strong diagonal is a form of a leading line. It can transform a boring composition into a dynamic one.Portrait of Dr....
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...Mary Whiton Calkins Mary Whiton Calkins was born on Mach 30, 1963 (White, 2010). Calkins was born in Hartford, Connecticut but grew up in Newton, Massachusetts. She is the eldest of five children and was extremely close to her family (Cherry, 2011). Her father was a Presbyterian minister, who believed in well rounded education (White, 2010). He knew about the education that women received back then and decided to supervise Calkins education. This allowed her to enter Smith College in 1882. She did not have any kids or spouse because she believed that she needed to have all her attention on her career to succeed. She later passed away in 1930 from cancer (Psych E-Newsletter, 2011). In 1882 Calkins entered Smith College. Due to her sister’s illness and death caused her to study at home for the following year. However she went back to the Smith University in 1885, and graduated with a double major in classics and philosophy. Later on the year, the Calkins family went to Europe and Mary studied Greek at the University of Leipzig. After she returned to the States, she was asked to teach Greek at the Wellesley College. She had been teaching Greek for about a year, when offered a position teaching psychology. Unfortunately, she struggled tremendously. There were few places for women to work or even graduate in psychology (Bumb,n.d). Calkins was invited to sit-in on William James and Josiah Royce lectures on a strictly casual basis at the Harvard University. On October 1, 1980 Calkins...
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