One person chooses a bright red car, but another prefers a dark green. One family paints the living room a sunny yellow, but another family uses pure white. One child wants a bright orange ball, but another wants a light blue one. Psychologists and businessmen think these differences are important.
In general, people talk about two groups of colors: warm colors and cool colors. Researchers think that there are also two groups of people: people who prefer warm colors and people who prefer cool colors.
The warm colors are red, orange, and yellow. Where there are warm colors and a lot of light, people usually want to be active. People think that red, for example, is exciting. Sociable① people, those who like to be with others, like red. The cool colors are green, blue, and violet. These colors, unlike warm colors, are relaxing. Where there are cool colors, people are usually quiet. People who like to spend time alone often prefer blue.
Red may be exciting, but one researcher says that time seems to pass more slowly in a room with warm colors than in a room with cool colors. He suggests that a warm color, such as read or orange, is a good color for a living room or restaurant. People who are relaxing or eating do not want time to pass quickly. Cool colors are better for offices or factories if the people who are working there want time to pass quickly.
Researchers do not know why people think some colors are warm and other colors are cool. However, almost everyone agrees that red, orange, and yellow are warm and that green, blue, and violet are cool. Perhaps warm colors remind people of warm days and the cool colors remind them of cool days. Because in the north the sum is low during winter, the sunlight appears quite blue. Because the sun is higher during summer, the hot summer sunlight appears yellow.
People associate colors with different objects, feelings, and holidays. Red, for example, is the color of fire, heat, blood, and life. People say red is an exciting and active color. They associate red with a strong feeling like anger. Red is used for signs of danger, such as STOP signs and fire engines②. The holiday which is associated with red is Valentine’s Day. On February 14, Americans send red hearts to people they love.
Orange is the bright, warm color of leaves in autumn. People say orange is a lively, energetic color. They associate orange with happiness. The holidays which are associated with orange are Halloween③ in October and Thanksgiving Day in November. On October 31 many Americans put large orange pumpkins④ in their windows for Halloween.
Yellow is the color of sunlight. People say it is a cheerful and lively color. They associate yellow, too, with happiness. Because it is bright, it is used for signs of caution.
Green is the cool color of grass in spring. People say it is a refreshing and relaxing color. Machines in factories are usually painted light green.
Blue is the color of the sky, water, and ice. Police and Navy uniforms are blue. When people are sad, they say “I feel blue.” They associate blue with feelings like unhappiness and fear.
Violet, or purple, is the deep, soft color of darkness or shadows. People consider violet a dignified⑤ color. They associate it with loneliness. On Easter Sunday, people decorate baskets with purple ribbons.
White is the color of snow. People describe white as a pure, clean color. They associate white with a bright clean feeling. Doctors and nurses normally wear white uniforms⑥. On the other hand, black is the color of night. People wear black clothes at serious or formal ceremonies.
Businessmen know that people choose products by color. Businessmen want to manufacture products which are the colors people will buy. Fox example, an automobile manufacturer needs to know how many cars to paint red, how many green, and how many black. Good businessmen know that young people prefer different colors than old people do and men prefer different colors than women do.
