The Psychology of Color in Autonomous Sensory Meridian Response Videos

Mariah Hickman

Department of English, University of Nevada, Las Vegas

ENG 609A: Visual Rhetoric

Dr. Carrion

May 12, 2021

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The Psychology of Color in Autonomous Sensory Meridian Response Videos

ASMR Introduction

Criss, cross. Apple sauce.

Spiders climbing up your back.
Spiders here, Spiders there.
Spiders even in your hair.
Cool breeze,
Tight squeeze,
And now you have the shivers.

Most people have sung a version of this rhyme in school and played it with their friends.

This game causes you to shiver because of the sensations that the physical movements cause.

How about a good song and you feel that shivery feelings spread throughout your body and

goosebumps rise on your arms. Those things invoke a feeling of pleasure, relaxation, and

euphoria. These things like children's games and good music can be considered ASMR. ASMR

stands for Autonomous Sensory Meridian Response and it has gained popularity within the

media throughout the last decade. The name ASMR was coined by Jennifer Allen in 2010 and

before that in 2008 it was called Attention Induced Head Orgasm by Tingler (Anonymous,

2015). Throughout the 2010’s the community just slowly kept growing.

With new YouTube channels popping up everyday, the small niche community created a

safe place for relaxation, sleep, and comfort. Lately, the community has gained a newfound

popularity across all media platforms and now more and more people are learning about what

ASMR is. There are many different opinions on the uses of ASMR and if it is sexualulized. A

professor at Shenandoah University in Virginia has expressed that “A.S.M.R. is not a sexual

response” but that does not mean it cannot be sexualized (Mervosh, 2019).
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Visual Discourse of ASMR

The visual discourse of Autonomous Sensory Meridian Response (ASMR) videos and the

colors that are associated with them is intriguing. Have you ever associated a certain color with

sleep and relaxation? ASMR videos tend to have specific types of hues and colors that each

ASMRTist uses in their videos. For example, ASMR Annura on YouTube, along with many

other ASMRtists use a royal purple color that gives off hints of blue and purple. In the current

research, it is understood that the aesthetics within videos play a major role in how people

perceive them and this is because "It can elevate/depress the mood of a person" and depending

on how the video made the audience feel, correlates with how popular it becomes (Asarkar &

Phatak, 2019).

The background color of these ASMR videos can both enhance the viewer's perspective

and the type of atmosphere that the creator is trying to convey. As defined in Susan E.

Middlestadt research , "background color ... like music, it appears to be an aspect of the

communication and exposure situation which carries little explicit information about the

product"(Middlestadt, 1990). ASMR videos are mostly associated with the color blue and purple,

and blue tends to represent things like spirituality, contentment, peace, sky, tranquillity, and calm,

while purple can be associated with erotic, intimacy, and sensitivity. This leads to a better

understanding of why some ASMR videos can be depicted as intimate because the color and the

actions within the video are giving off these feelings and evoking these sensations (Asarkar, S.

V., and M. V. Phatak). Within this study I researched two ASMRtists video thumbnails, Annura

ASMR and Batala ASMR, and the color associated with one of each of their videos along with

the psychology behind the use of the specific hues they used.
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Thumbnails

Thumbnails are known to play an enormous role in videos online, such as on YouTube.

They are “the most representative snapshot” and “they capture the essence of a video” by giving

the audience a first impression based upon aesthetics (Song et al., 2016). If a thumbnail is not

done properly, it can look unattractive, leading to a downfall of click and watch rates. Several

studies have shown that viewers look at them in great detail while shifting through YouTube

videos. This extensive browsing is often a “crucial decision factor in determining whether to

watch a video or skip to another” (Song et al., 2016, 1). Thumbnails are mainly chosen based on

two different factors: attractiveness and relevance.

A study done by several researchers indicated that “ good thumbnails generally do not

show a dominant color” but instead they tend to have many different hues being presented. This

study also proved that “dark frames are unlikely to be chosen as video thumbnails'' which is

surprising due to the fact that many of the higher viewed ASMR video thumbnails tend to be in

that range of color (Song et al., 2016, 8). The difference between the studied thumbnails and

ASMR video thumbnails is that one is for excitement and entertainment while the other is meant

for relaxation. ASMR videos aim for sleep, and the body naturally wants to gravity toward dark

and calming environments when tired. Asmrtists strive to provide an overview of their brand

through their thumbnails.

Asmrtists

The role of Asmrtists as defined by researchers Julie Young and Ilse Blansert, is to “help

individuals achieve the ASMR sensation” and they do this by creating “the perfect blend of

sound, image, and suggestion” that causes their viewers to become relaxed and feel a euphoric
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like sensation(Young & Blansert, 2015). These Asmrtists have a range of videos from just sound

videos to role-plays. Even though there are a wide variety of different videos “created by a

diverse group of men and women from all over the world” the videos will fall into one of these

six categories (Young & Blansert, 2015). These categories are: vocal, art and music, nonvocal

sound, visual, personal attention, or tactile.

The ASMR community also considered Bob Ross one of the most influential Asmrtists

and researchers have shown that “Ross had the ability to be intimate without being intrusive”

which is what most Asmrtists strive to do and why those who experience ASMR enjoy it so

much (Young & Blansert, 2015). Ross, even though his intentions were not to become an ASMR

icon, did just that and it is because of his “artistic appeal and personality… that kept his viewers

coming back for more” (Young & Blansert, 2015).

Colors within visual rhetoric is not something that is entirely new. The feelings that we as

humans experience are often showcased through art and images, and in these through hues of

color. Most often, we are able to describe emotions using colors. Red, for example, can be

associated with passion, anger, or even love.

Color Psychology Analysis

Synesthesia and ASMR

Synesthesia is the blending of senses. Humans are born with senses and sometimes they

are blended together. This means that people who have this disorder are often able to hear colors,

see sounds, and even taste shapes. Synesthesia is something that you wouldn’t think would be

connected to ASMR, but these two are connected. One study that researchers conducted

discovered “that ASMR participants showed a slightly greater prevalence of synesthesia than the

general population” (Ward, 2013). The type of synesthesia that is most commonly associated
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with people who experience ASMR is color synesthesia, particularly, the emotions connected to

colors. The two colors that are frequently seen in the ASMR community are purple and blue,

which are also common within those who experience synesthesia. A study done on those who

experience synesthesia found that “Violet and blue are predominantly “low-pitched” colors”

(Simpson et al., 1956, 98). They associated these two color hues with lower tone frequencies,

which would make sense for Asmrtists to use this to their advantage since most asmr sounds are

catered to lower frequency sounds.

Blue

It was discovered through another experiment done on people who experience synthesia

that “Warm colors (e.g., red, yellow) promote anxiety more than cool colors (blue, green)”

(Hanada, 2018). This researcher showcased that the color blue is able to enhance the feeling of

relaxation and bring forth a sensation of calmness more than the warmer colors like red and

yellow. While cool colors try to give the audience emotions that invoke calmness and tranquility,

the warmer colors cause a more arousing feeling, which is not where most Asmrtists want the

audience to end up, as most make it clear that this is not a sexualized fetish. Blue overall tends to

be very “sedating” (Hanada, 2018).

Although most studies have found that blue can be associated with positive emotions, it

can also be associated with negative ones as well. Hanada (2018) found that blue also brought

forth “negative emotion words such as “sadness,” “worry,” “regret,” and “depression”. This may

seem off putting at first and it may make people think twice about including this color within

their thumbnails but for asmrtists, these negative emotion words can actually be intended.

Mental Health
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Mental health is discussed heavily throughout the ASMR community because many

viewers express that these videos help them with their struggles with mental health. ASMRtists

are known to regularly donate to The Brain and Behavior Research Foundation and many others

showcase the relief that ASMR can provide people.

For example, Emily Dawn Baldwin wrote a thesis titled “The Relationship Between

Viewing ASMR Videos and Affect in College Students with Sensory Sensitivity” and conducted

a survey to understand whether college students who were diagnosed with high sensory

processing sensitivity disorders had a negative or positive affect to viewing ASMR videos.

Baldwin described that “participants completed an online survey which measured SPS level

using the Highly Sensitive Person Scale (HSPS), with those who scored 4.7 or above on the

HSPS considered to have high SPS” (Baldwin, 2020, 1). This survey also used the Multi-Affect

Indicator (MAI) to determine the positive and negative effects that each participant experienced

(Baldwin, 2020, 1). The use of survey methods helped the researchers “determine if their results

can be replicated with this population” (Baldwin, 2020, 8).

Another study done by Giulia Lara Poerio, Emma Blakey, Thomas J. Hostler, and

Theresa Veltri titled “More than a feeling: Autonomous sensory meridian response (ASMR) is

characterized by reliable changes in affect and physiology” investigated whether participants

experienced emotional and physiological responses (Poerio et al., 2018). The researchers

conducted two separate studies and used a video by asmrtist Batala ASMR who often uses violet

hues in her videos and thumbnails.

The first study was a large-scale online experiment and the second was a laboratory one.

The first study gathered participants from Facebook, Twitter, on a dedicated website, and even

through a university mailing list. The researchers removed responses that were not done in one
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sitting or were not completed. The final count of participants that the results came from were “

1002 participants (48% female; Mage = 29.40 years) (Poerio et al., 2018). The study concluded

with the knowledge that those who experienced ASMR reported reduced stress and sadness even

though the color blue is most often associated with negative word emotions.

The second study had a 2 x 3 mixed design where there was a group who experienced

ASMR and a group that did not. The two participant groups were shown 3 videos, a control

video, ASMR standard video, and an ASMR self-selected video. The second study revealed that

ASMR can reduce the heart rate of the audience and increase the skin conductance levels.

Both of the studies demonstrated that watching ASMR videos “increased the pleasant

affect” but only on those who experienced ASMR (Poerio et al., 2018). In conclusion, these two

studies showcased that ASMR “is a reliable and physiologically-rooted experience” that can be

used for therapeutic benefits for both physical and mental health of those who watch and

experience ASMR even if the colors associated with the video tend to be on the negative side

(Poerio et al., 2018). The association with negative word emotions can actually be beneficial

because it allows people to feel involved and not alone, that others experience these emotions too

and watch these specific videos to gain a sense of calmness.

Purple

Purple and various shades of this color have not been studied as widely as other colors

such as blue. The main words associated with the color purple in those who experience

synesthesia is magic. But, we do know based on other studies that purple has “pleasure levels”

and are seen as the most pleasant to the eye (Valdez & Mehrabian, 1994, 401). Researchers also

know that purple, like blue, tends to be on the low level scale for arousal, indicating again that

the video's thumbnail wants to give off emotions that are soothing rather than exciting. This
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color, although usually associated with royalty, scored the lowest in dominance (Valdez &

Mehrabian, 1994, 408). Although at face value this seems surprising, it’s not so shocking

because of the reason that ASMR videos are intended for. If asmrtists wanted to give off an aura

of dominance, they would use a warmer color such a red or yellow, but instead choose to use

purple in order to indicate friendliness and an open availability.

Analysis

The following two examples are two asmrtists who use the color purple and the color

blue within their thumbnails. Both videos use these colors in the background and they are subtle

but have enough attention to catch the viewer's eye.

In figure 1, the artistic appeal and personality of Batala’s ASMR shines the brightest.

Every YouTube video has a thumbnail in which the audience can gauge whether or not they want

to watch the video based upon what is shown in the image. Batala uses an emphasis of blue

within this specific thumbnail and small lights to put forth a scene of the night sky. David

Johnson and Logan Chamberlain describe the color blue as “one of the most popular colors”and

this is because people most often associate this color with being tranquil and peaceful. It’s said

that “blue causes the body to produce calming chemicals” (Chamberlain & Johnson, 2020).

Because we know that blue is associated with the feeling of calm and relaxation and is

more likely to not be associated with anxiety, it makes sense that the asmrtist would choose this

as her subtle backdrop. It invokes a subconscious meaning within the viewers head along with

the word “gentle”. Using the blue color to her advantage gives the video a better chance and

being clicked and watched. The blending of meaning and color within this thumbnail allows the

audience to feel like they are going to watch something that will put them to sleep, due to the

association with the night sky and the emotions that the color gives off. It’s a tactic that many
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may not know they are actually using because we subconsciously assign roles to these colors

without truly meaning to.

Figure 1.

(Batala’s ASMR, 2021)

In figure 2., ASMRtist Annura uses a different color of approach than Batala with her

audience. Though, both artists use sparkles to indicate stars and a blurriness haze that we

correlate with darkness. This ASMRtist uses the color purple to enhance her trigger sounds and

visuals. It catches the eye quickly in the thumbnail even though it seems to be subtle but it is able

to capture the mind's attention due to the associations we put upon the color purple. According to

David Johnson and Logan Chamberlain again, purple brings forth a feeling of sophistication

because it is such a rare color to find in natural occurring places. Purple “is also feminine and

romantic” giving a feeling of intimacy through the screen (Chamberlain & Johnson, 2020).

Researchers also know that purple can make the viewer feel almost magical or in a sense

they feel as if they are being transported into another universe. Annura, as stated above, uses

sparkles in her thumbnail like Batala but because the color purple is being used, we now

associate a different emotion and perspective with this video. This thumbnail radiates an aura of

peacefulness and allows the audience to seep into the hues. The video’s title even indicates that
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this video is purely for background purposes, to use when you are studying or doing a mundane

task. The color purple was an excellent choice because it is not dominating the surrounding, but

instead offers a subtle sense of warmth and friendliness.

Figure 2.

(Annura’s ASMR, 2020)

Conclusion

In conclusion, while looking at both Batala ASMR and Annura ASMR’s thumbnail, the

colors that each used are well suited for their line of topic. The analysis discovered that Batalas

use of the color blue shows that the video will invoke a sense of relaxation and calmness, while

Annuras video will invoke a sense of magic and natural sophistication. Using the thumbnail

helped indicate what type of emotions the creator was going for as it shows a snapshot of the

events that will unfold inside the video. Overall, the exploration of color within ASMR videos is

highly researchable through means of thumbnails and videos.

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