Color psychology is the study of how colors affect human behavior, mood, or physiological processes. Colors affect our feelings and memories. Companies choose colors that they believe will motivate customers to buy their products and improve brand awareness.
Color perception is very subjective, as different people have different ideas about and responses to colors. Several factors influence color perception, which makes it difficult to determine if color alone impacts our emotions and actions. In some cultures, for example, white is associated with happiness and purity. In a situation where a woman is wearing a white wedding dress, is she happy because she is influenced by the color white or because she is getting married? To someone from a different culture, wearing white may signify sadness.
While no direct cause and effect relationship between color and behavior has been found, some generalizations about colors and what they may symbolize have been determined. Colors including red, yellow, and orange are considered warm colors. Cool colors include blue, violet, and green. These colors are associated with calmness and coolness.
We see colors with our brains. Our eyes are important for detecting and responding to light, but it is the brain's visual center in the occipital lobes（枕叶）that processes visual information and assigns color. The colors we see are determined by the wavelength of light that is reflected. The brain integrates these wavelength signals enabling us to distinguish among millions of different colors.
A. We don't actually see colors with our eyes.
B. Our brain associates the wavelength with a color.
C. Colors also have been used to treat various diseases.
D. They are even thought to influence our buying choices.
E. These colors are thought to stimulate exciting emotions.
F. The influential factors of color perception include age and culture.
G. This is because white is associated with sorrow and death in those cultures.
