When Context Becomes Limited

Elliot, A. J., & Maier, M. A. (2014). Color psychology: Effects of perceiving color on psychological functioning in humans. Annual Review Of Psychology, 6595-120.

Andrew Elliot, a professor of Psychology at the University of Rochester, and Markus Maier, a professor of Psychology at the University of Munich, explain the associations that colours may have based on previous conditions and experiences and how that has an impact of cognition and behaviour. References to Johann Wolfgang von Goethe are mentioned, for his research on the influence of color on perception on emotional experiences. Research in 2006 argued that colour associations are linked to hemoglobin on a red-green and blue-yellow axis, that associations with positive perceptions or even vegetable consumption could used to judge attractiveness. In 2012, Elliot and Maier were able to find connections in colour meanings with biological experiences and the various contexts that can associated with the colour red: signs/signals, failure, avoidance, or sexual desire). Elliot and Maier make numerous references to previous works focusing on colour and cognition, drawing on conclusion of colour associations however all research focuses exclusively on the colour red. The colours green and blue have been considered for more research but supporting literature is limited. Literature on the influence of colour on psychological functioning is expansive, and is often studied by designers, advertisers for influencing consumer behaviour. Common colour associations include the strong use of blue in logos for it’s believed linked perceptions of competence. Consumer research shows strong associations with red for savings, while it also can represent luxury items. However, Elliot notes that researches refrain on statements regarding colours and consumer behaviour are influenced by context-free influences such as country, sex, or age. Another area of research includes the influence of colour on food experiences, where colours are associated with specific flavour and that the colour of servingware as a perceived chance in favour intensity or amounts consumed -- however it is believed that these effects are linked to color contrast, with no associations to color context. This article provides broad research for understanding the effect of colours in clothing, sales, but also food through taste and consumption. Given the wide scope of references, research, and historical context paired with the style and vocabulary of Elliot and Maier, this article should be high interest to any reader.