Physiological response to color: A critical review

Abstract

Physiological human responses to color as evidenced by the electroencephalogram, galvanic skin response, blood pressure, heart rate, respiration rate, eyeblink frequency, and oxiometry are reviewed. A casual reading of the descriptive literature on the human response to color leads one to the conclusion that color can have rather specific physiological effects. It is concluded from this review that there are reliably recordable physiological responses to color in addition to those generally associated with vision. However, it may be that some are indirect effects mediated by cognitive responses to color.

Color, arousal, and performance—A comparison of three experiments

“…More than 20 years ago Peter Kaiser, in this journal, raised the question whether the physiological responses to color are cognitively mediated. 36 In the near future neuroscientists, employing new techniques of looking into the living brain, are likely to come up with an answer to this question.…”

Effects of hue, saturation, and brightness: Part 2: Attention

“…Kaiser 5 argued that it was unlikely to give a direct physiological response to colour, but rather that one might make certain associations to colours and that these might in turn mediate a physiological response. One explanation related to the exceptional dominance of red in attracting attention comes from Mahnke and Mahnke.…”

“…[3][4][5][6] Humphrey 4 noted that red was the most common colour signal in nature. He explained this with red contrasting well both with green foliage and the blue sky.…”

Attention Economy: A New Marketing and Growth Approach for Small and Medium Enterprises

“…Of course, because color experiences vary from individual to individual, it is not possible to know how another person experiences color [47]. Studies that have attempted to link colors with memory, mood, cognitive abilities, and personality found inconsistent results [48,49,50]. Also, some research findings suggested the opposite that color links to health and doctors can use colors of light to heal ailments [51].…”

“…It was found that using colors in conjunction with other stimuli (sound, scent, etc.) determine attention [50]. CEOs can use colors to increase or decrease attention, enhance mood, and reduce perception of waiting time among customers.…”