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Color Means More Than We Thought
By: Dwayne W. Waite Jr.
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As we continue to notice research and suggestion when it comes to color and persuasion, there are only a few definites. First, it is clear that we all realize that color affects our decision-making. Second, after decades of research, we are still unclear about exactly why color has that effect. What we can do to downplay its effect is even harder to determine.

Yet the research is extremely interesting.

Many studies agree that red stirs passion and adrenaline, and it can also stimulate appetite. We see that yellow cheers people up, purple and black can create a sense of luxury, and brown and green can calm people down.

But in terms of changing behavior, what can a color do? Can a change in color seriously impact a person's life? The answer to that is yes.

In an NPR talk, they covered an experiment done with pills that people depended on for their quality of life. The researchers decided to change the color of the pills to see what would happen.

The result? Fifty-three percent of the people taking the pills suddenly stopped taking them, even though they depended on the medicine.


As we said before, knowing that color influences people is one thing, but knowing why is a question we are all desperately trying to answer.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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