RESEARCH  PROPOSAL  
 

 
The  influence    
 

 
of  colors    
  to  the  people  
 
mood    
 
   

 
   
  Qendrim  Ahmetaj      
(Master  in  Parametric  Design:  1st  year)  
   
   
   
 
 
 
 
 
  POLIS  UNIVERSITY  
  International  School  of    
  Architecture  and  Urban    
  development  
 
 
 
 

 
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                                     The  influence  of  color  to  the  people  mood!    
                                                                                                               (Color  impact  psychology)  
 
 
 
                                                                                                                                       
                                                                                                                                       ABSTRACT  
                               “Colors,  like  features,  follow  the  changes  of  the  emotions.”  -­‐  Pablo  Picasso  
 
 
We  often  say  that  we  are  in  bad  mood  when  we  are  sad:  the  colors  are  actually  very  closely  
with  our  mood.  But  what  is  their  real  effect  on  our  state  of  mind?  While  you  seeking  around,  
the  eye  and  brain  work  together  to  collaborate  information.  Eyes  go  to  a  nearby  fruit  and  
decide  if  you  want  to  eat  or  not.  Looks  at  the  sky  and  concludes  that  today  will  not  rain.  See  
the  words  that  I  read  now  and  catch  their  meaning.  Do  you  feel  anxious  in  a  yellow  room?  
Does  the  color  blue  make  you  feel  calm  and  relaxed?  In  fact,  this  is  the  influence  of  colors  
 
Aim  of  study:  
The  aim  of  this  proposal  research  is  to  identify  how  colors  affect  to  the  people  mood  and  
can  colors  affect  on  how  people  think  and  act  on  the  office,  home,  street,  club,  square,  class,  
even  when  they  sleep?  How  do  colors  affect  on  people  purchase  and  force  them  to  choose  
any  product  by  the  main  color?  Can  shoppers  say  color  is  a  primary  reason  why  they  buy  a  
particular  product?  
 
Research  Question:  
         a.  How  does  color  affect  on  people  mood?  
         b.  How  does  colors  affect  purchases?  
 
Introduction:  
There  are  conflicting  opinions  on  the  impact  of  color.  Of  course  it  is  natural  to  think  that  
there  is  a  connection  between  color  and  mood,  because  we  prefer  to  live  in  a  room  with  
"vibrant  color  "  than  between  four  gray  walls!  We  also  know  that  certain  wavelengths  of  
sunlight  (colors)  exert  an  influence  on  our  mood.  Colors  are  nothing  just  a  light  waves  with  
certain  wavelengths:  some  studies  seem  to  have  found  a  link  between  color  and  mood.  We  
must  recognize  that  our  perception  of  color  is  completely  individual.  A  environment  can  
result  relaxing  for  any  person,  but  stressful  for  someone  else.  Therefore  it  is  difficult  to  
generalize  the  effects  of  certain  wavelengths.  Despite  the  general  lack  of  research  in  this  
area,  the  concept  of  color  psychology  has  become  a  hot  topic  in  marketing,  art,  design,  and  
other  areas.    Artists  and  interior  designers  have  long  understood  how  color  can  
dramatically  affect  moods,  feelings,  and  emotions.  It  is  a  powerful  communication  tool  and  
can  be  used  to  signal  action,  influence  mood,  and  cause  physiological  reactions.  
(Kendra  Cherry  ,  How  Colors  Impact  Moods,  Feelings,  and  Behaviors.  Avaible  at  
http://psychology.about.com/od/sensationandperception/a/colorpsych.htm  .  Accessed  on  
02/01/2014,  13:15  pm.)  

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Analysis  (Theoretical  Framework):  
What  Is  Color?  In  1666,  English  scientist  Sir  Isaac  Newton  discovered  that  when  pure  white  
light  passes  through  a  prism,  it  separates  into  all  of  the  visible  colors.  Newton  also  found  
that  each  color  is  made  up  of  a  single  wavelength  and  cannot  be  separated  any  further  into  
other  colors.  Colors  on  the  blue  side  of  the  spectrum  are  known  as  cool  colors  and  include  
blue,  purple  and  green.  These  colors  are  often  described  as  calm,  but  can  also  call  to  mind  
feelings  of  sadness  or  indifference.  While  perceptions  of  color  are  somewhat  subjective,  
there  are  some  color  effects  that  have  universal  meaning.  Colors  in  the  red  area  of  the  color  
spectrum  are  known  as  warm  colors  and  include  red,  orange  and  yellow.  These  warm  
colors  evoke  emotions  ranging  from  feelings  of  warmth  and  comfort  to  feelings  of  anger  
and  hostility.    (Elliot,  A.  J.,  &  Maier,  M.  A.  (2007).  Color  and  psychological  functioning.  
Current  Directions  in  Psychological  Science,  16(5),  250-­‐254.)  
There  are  many  ideas  about  color  psychology  in  these  sources,  and  they  all  say  that  color  
affects  people  mood.  They  differ  based  on  what  factors  influence  the  effects  of  color,  such  
as  culture,  opinion,  and  what  goes  on  inside  people  body.  Colors  often  have  different  
meanings  in  various  cultures.  And  even  in  Western  societies,  the  meanings  of  various  
colors  have  changed  over  the  years.  Colors  attempts  to  have  some  psychological  effect,  ex:  
Red:  While  red  has  proven  to  be  a  color  of  vitality  and  ambition  it  has  been  shown  to  be  
associated  with  anger.  Sometimes  red  can  be  useful  in  dispelling  negative  thoughts,  but  it  
can  also  make  one  irritable.  This  color  can  be  used  to  lessen  irritation  and  aggression  as  it  
is  connected  with  feelings  of  love.  
Orange:  Orange  has  shown  to  have  only  positive  affects  on  your  emotional  state.  This  color  
relieves  feelings  of  self-­‐pity,  lack  of  self-­‐worth  and  unwillingness  to  forgive.  Orange  opens  
your  emotions  and  is  a  terrific  antidepressant.  
Yellow:  Similarly  to  Orange,  Yellow  is  a  happy  and  uplifting  color.  It  can  also  be  associated  
with  intellectual  thinking:  discernment,  memory,  clear  thinking,  decision-­‐making  and  good  
judgment.  Also  aiding  organization,  understanding  of  different  points  of  view.  Yellow  builds  
self  confidence  and  encourages  optimism.  However,  a  dull  yellow  can  bring  on  feelings  of  
fear.  
Green:  Green  creates  feelings  of  comfort,  laziness,  relaxation,  calmness.  It  helps  us  balance  
and  soothe  our  emotions.  Some  attribute  this  to  its  connection  with  nature  and  our  natural  
feelings  of  affiliation  with  the  natural  world  when  experiencing  the  color  green.  Yet,  darker  
and  grayer  greens  can  have  the  opposite  effect.  effect  on  physical  and  emotional  health.    
Blue:  We  usually  associate  the  color  blue  with  the  night  and  thus  we  feel  relaxed  and  
calmed.  Lighter  blues  make  us  feel  quite  and  away  from  the  rush  of  the  day.  These  colors  
can  be  useful  in  eliminating  insomnia.  Like  yellow,  blue  inspires  mental  control,  clarity  and  
creativity.  However,  too  much  dark  blue  can  be  depressing.  
Purple:  Purples  have  been  used  in  the  care  of  mental  of  nervous  disorders  because  they  
have  shown  to  help  balance  the  mind  and  transform  obsessions  and  fears.  Indigo  is  often  
associated  with  the  right  side  of  the  brain;  stimulating  intuition  and  imagination.    
Brown:  Brown  is  the  color  of  the  earth  and  ultimately  home.  This  color  brings  feelings  of  
stability  and  security.  Sometimes  brown  can  also  be  associated  with  withholding  emotion  
and  retreating  from  the  world.  
Black:  While  comforting  and  protective,  black  is  mysterious  and  associated  with  silence  
and  sometimes  death.  Black  is  passive  and  can  prevent  us  from  growing  and  changing.  
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White:  White  is  the  color  of  ultimate  purity.  This  color  brings  feelings  of  peace  and  comfort  
while  it  dispels  shock  and  despair.  White  can  be  used  to  give  yourself  a  feeling  of  freedom  
and  uncluttered  openness.  Too  much  white  can  give  feelings  of  separation  and  can  be  cold  
and  isolation.    
Gray:  Gray  is  the  color  of  independence  and  self-­‐reliance,  although  usually  thought  of  as  a  
negative  color.  It  can  be  the  color  of  evasion  and  non-­‐commitment  (since  it  is  neither  black  
nor  white.)  Gray  indicates  separation,  lack  of  involvement  and  ultimately  loneliness.    
According  to  this,  color  affects  mood  based  on  personal  opinions.  For  example,  if  a  person  
dislikes  the  color  pink,  he  may  associate  pink  with  hate.  Another  idea  states  that  color  
affects  mood  based  on  the  individual  culture.  For  example,  seeing  the  color  blue  releases  
calming  chemicals,  which  in  turn  makes  one  calm.  Also,  because  yellow  is  the  hardest  color  
for  the  eye  to  focus  on,  people  may  become  irritated  when  looking  at  yellow,  and  it  is  a  
proven  fact  that  babies  cry  most  in  yellow  nurseries.    
(Eric,  John,  &  Paraag.  (2007).  Color  psychology.  [online].  Avaible  at:  
http://library.thinkquest.org/27066/psychology/nlcolorpsych.html  .  Accessed  on  04/01/2014,  
16:10  pm)  

1.  Schema  of  “Conceptual  frameworks”  

 
When  marketing  new  products  it  is  crucial  to  consider  that  consumers  place  visual  
appearance  and  color  above  other  factors  such  as  sound,  smell  and  texture.  For  example,  
the  white  color  in  the  industry  was  not  the  prefer  one,  since  the  apple  design  almost  all  his  
own  products  by  white  color  and  this  day’s  most  of  top  branding  product  have  the  basic  
white  color.  The  marketers  in  general  understand  the  need  for  consistency  in  color  and  
design.  But  it’s  also  vital  to  move  beyond  the  standard  logo  and  tagline  and  take  a  holistic  
approach  to  evoking  emotions  among  potential  customers  across  all  of  your  marketing  
channels    including  social  media  sites.  You  can  use  color  to  your  advantage.    
Some  brands  become  so  closely  associated  with  their  color  schemes  that  we  recognize  
them  even  when  their  company  names  aren’t  visible.      
(Pam  Dyer  .  The  Role  of  Color  in  Marketing  .  Panorama  [online].  Avaible  at:  
http://www.pamorama.net/2013/04/21/the-­‐role-­‐of-­‐color-­‐in-­‐marketing-­‐infographics/  Accessed  on  
03/01/2014,  12:45  am)  
 
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2.  This  infographic  from  Logo  Company.  Source:  http://www.pamorama.net/2013/04/21/the-­‐role-­‐of-­‐color-­‐
in-­‐marketing-­‐infographics/  
 
Literature  review:  
Colors  may  just  seem  simple  and  unimportant,  but  they  affect  our  daily  lives  more  than  we  
may  know.  If  someone  is  feeling  angry,  it  could  just  be  because  they  are  angry,  or  it  could  
be  perhaps  that  they  are  surrounded  by  or  looking  at  the  color  red.    
-­‐  According  to  Johnson  (2007),  color  does  affect  mood  by  producing  certain  chemicals  and  
stimulating  different  feelings  such  as  hunger.  For  example,  blue  can  make  one  feel  calm  
because  it  releases  calming  chemicals,  and  red  can  make  one  hungry  because  it  is  an  
appetite  stimulant.  Yellow  can  make  one  feel  irritated,  and  it  is  a  fact  that  people  lose  their  
temper  most  in  yellow  rooms.  However,  pink  is  tranquilizing  and  can  make  one  feel  weak.  
In  conclusion,  Johnson  says  that  depending  on  the  color,  one’s  body  can  do  things  (like  
producing  chemicals)  that  cause  a  certain  emotional  reaction  (mad,  sad,  etc.).  
-­‐  Another  idea,  by  Smith  (2007),  is  that  the  effect  color  produces  is  based  on  what  one’s  
body  does  in  response.  For  example,  yellow  is  mentally  stimulating,  and  activates  memory,  
whereas  red  increases  confidence.  Also,  brown  can  make  a  person  feel  orderly  and  stable,  
while  a  dark  blue  can  make  one  feel  sad.  Therefore,  Smith  says  that  different  colors  do  in  
fact  change  people  mood  and  the  consequences  can  be  negative  or  positive.  
-­‐  Another  writer,  Wollard,  (2000)  seems  to  think  that  color  can  affect  one’s  mood,  but  the  
effect  also  can  depend  on  people  culture  and  what  they  personal  reflection  may  be.  For  
example,  someone  from  Japan  may  not  associate  red  with  anger,  as  people  from  the  U.S.    
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tend  to  do.  Also,  a  person  who  likes  the  color  brown  may  associate  brown  with  happiness.  
However,  Wollard  does  think  that  colors  can  make  everyone  feel  the  same,  or  close  to  the  
same,  mood.  According  to  Wollard,  pink  reduces  aggression,  which  is  why  the  walls  of  the  
jail  cells  in  the  Seattle  prison  are  pink!    
-­‐  Eric,  John,  and  Paraag’s  (2007)  main  point  about  color  psychology  is  that  color  has  both  a  
physiological  and  psychological  effect.  For  example,  green  makes  people  feel  relaxed  
because  it  relaxes  their  muscles  and  makes  them  breathe  deeper  and  more  slowly.  
Furthermore,  blue  lowers  blood  pressure,  which  makes  one  feel  calm.  Eric,  John,  and  
Paraag  conclude  that  color  affects  one’s  mood  because  of  what  it  does  to  the  body.  
-­‐Yet  another  idea,  by  Airey  (2006),  is  that  color  is  energy,  and  it  can  have  a  physical,  mental,  
spiritual,  and/or  emotional  affect  on  people.  He  states  that  black  can  make  one  feel  
sophisticated  and  secure,  but  it  can  also  make  one  feel  depressed.  Also  brown  can  make  a  
person  feel  reliable  and  serious,  while  yellow  lifts  self-­‐esteem.  Therefore,  Airey  concludes  
that  different  colors  can  have  different  kinds  of  affects  on  people.  
 
 
Methodology:  
In  order  to  test  ideas  about  how  color  affects  people  mood  (color  psychology)  this  
researcher  will  be  based  on    quality  information.  A  good  example  is  a  survey  made  by  Mike  
Brennan  &  Jan  Charbonneau “The  Color  Purple:  The  Effect  of  Questionnaire  Color  on  Mail  
Survey  Response  Rates”  .  1600  New  Zealand  residents  was  randomly  selected  from  the  
2005  electoral  roll,  and  randomly  assigned  to  one  of  four  treatment  groups  for  an  
experiment  on  incentives.  Within  each  of  these  four  experimental  groups,  respondents  
were  randomly  allocated  one  of  the  four  versions  of  the  questionnaire  (bright  red,  lime  
green,  turquoise  blue,  bright  purple)  .  Thus  the  questionnaire  color  experiment  was  
balanced  across  the  incentive  experiment.  The  questionnaires  were  identical  except  for  
color,  and  for  the  format  of  a  single  question  near  the  end  of  the  survey.  
The  result  of  survey  :  Effect  by  Age  Group

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Effect  by  Gender  
The  response  rate  by  gender  is  shown  in  Table  3.  For  both  males  and  females,  the  color  of  
the  questionnaire  made  a  significant  difference  to  the  response  rate,  with  purple  was  the  
most  effective  color  for  both  males  and  females.  

 
 
 
Effect  by  Wave  
There  has  been  some  suggestion  that  color  would  be  effective  because  colored  
questionnaires  would  be  easier  to  find  among  other  clutter  once  put  down.  This  would  
suggest  that  the  effect  of  color  would  be  greatest  among  non-­‐respondents  sent  a  reminder,  
since  this  reminder  is  normally  a  letter,  so  a  respondent  has  to  find  the  questionnaire  sent  
in  an  earlier  posting  in  order  to  respond.  

 
 
(Mike  Brennan  &  Jan  Charbonneau.  The  Color  Purple:  The  Effect  of  Questionnaire  Color  on  
Mail  Survey  Response  Rates,  pp.  3-­‐7)  

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Many  companies  are  doing  research  on  the  influences  of  colors  in  the  industry  today.  One  
of  them  is  KissMetrics  which  has  made  a  research  about  “how  colors  do  affect  purchases”.  
For  retailers,  shopping  is  the  art  of  persuasion.  Though  there  are  many  factors  that  
influence  how  and  what  consumers  buy.  However,  a  great  deal  is  decided  by  visual  effect,  
the  strongest  and  most  persuasive  being  color.  When  marketing  new  products  it  is  crucial  
to  consider  that  consumers  place  visual  appearance  and  color  above  other  factors  such  as  
sound,  smell  and  texture.  To  learn  more  about  color  psychology  and  how  it  influences  
purchases,  see  the  infographic  below  made  by  KissMetrics.com  
 

 
 

 
 

 
 
3.  Infographic  of  “  How  colors  affect  purchase”  made  by  KissMetrics.  Source:  
http://blog.kissmetrics.com/color-­‐psychology/      
 
For  this  inphographic  you  can  find  a  great  video  presentation  for  this  survey  explaining  
exactly  the  whole  process  of  colors  affect  on  your  purchase.    
Video  source:  http://blog.kissmetrics.com/color-­‐psychology-­‐video/    

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References:  

Kendra  Cherry  ,  How  Colors  Impact  Moods,  Feelings,  and  Behaviors.  Avaible  at  
http://psychology.about.com/od/sensationandperception/a/colorpsych.htm  .    
 
Elliot,  A.  J.,  &  Maier,  M.  A.  (2007).  Color  and  psychological  functioning.  Current  Directions  in  
Psychological  Science,  16(5),  250-­‐254.  
 
(Eric,  John,  &  Paraag.  (2007).  Color  psychology.  [online].  Avaible  at:  
http://library.thinkquest.org/27066/psychology/nlcolorpsych.html  )  
 
Pam  Dyer  .  The  Role  of  Color  in  Marketing  .  Panorama  [online].  Avaible  at:  
http://www.pamorama.net/2013/04/21/the-­‐role-­‐of-­‐color-­‐in-­‐marketing-­‐infographics/  
 
Johnson,  D.  (2007).  Color  psychology.  2000–2007  Pearson  Education,  publishing  as  Infoplease.  
Avaible  at  http://infoplease.com/spot/colors1.html    
 
Smith,  K.  (2007).  Color:  Meaning,  symbolism,  &  psychology.  Avaible  at:  
http://squidoo.com/colorexpert/    
 
Wollard,  K.  (2000).  Orange  you  glad  you’re  not  blue?  Avaible  at:    http://wf2la6.webfeat.org    
 
Airey,  D.  (2006).  How  does  colour  psychology  work?,  Avaible  at:    
http://www.davidairey.com/how-­‐does-­‐colour-­‐psychology-­‐work?    
 
KISSMetrics  ,  How  do  colors  affect  purchases?.  Avaible  at    
http://blog.kissmetrics.com/color-­‐psychology/    

Mike  Brennan  &  Jan  Charbonneau.  The  Colour  Purple:  The  Effect  of  Questionnaire  Colour  on  Mail  
Survey  Response  Rates,  pp.  3-­‐7  

 
Bibliography:  

Freshome  Design  &  Architecture.  Room  Color  and  How  it  Affects  Your  Mood.  Avaible  at:  
http://freshome.com/2007/04/17/room-­‐color-­‐and-­‐how-­‐it-­‐affects-­‐your-­‐mood/    
 
Adriana  Cuabu.  How  do  colors  affect  your  mood?.  Avaible  at:  
http://prezi.com/ootxt-­‐6f5-­‐ej/how-­‐do-­‐colors-­‐affect-­‐your-­‐mood/    

Mike  Brennan,  Massey  University.  The  Effect  of  Questionnaire  Colour  on  Mail  Survey  Response  Rates:  
Further  Data  

Real  Simple.  How Color Affects Your Spending. Avaible at:

http://www.realsimple.com/work-life/money/color-psychology-
00100000097166/index.html  

Health. Color  Can  Affect  How  People  Think  and  Act.  Avaible  at:  http://health.usnews.com/health-­‐
news/family-­‐health/brain-­‐and-­‐behavior/articles/2009/02/05/color-­‐can-­‐affect-­‐how-­‐people-­‐think-­‐
and-­‐act  
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Prishtine    
February,  2014  

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