The Power of Color Psychology
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Humans have used color to communicate for millennia –  from the earliest cave paintings to today’s street signs – colors have helped to communicate in ways that mere words cannot. But there’s much more to color than meets the eye. Several writers, poets, researchers, and scientists have written about the effects of light and color on man which go beyond our common-sense assumptions and expectations. 

The world around us is a world populated by colored objects —fields, mountains, oceans, skies, plants, animals, buildings, and so on. Just as we need light to see the world around us, we need color to add beauty to our aesthetic sensibility. Every color is associated with different emotions – be it choosing your Instagram post filter or choosing the color and accessories for your home – color matters. We don’t expect a law firm to present itself in purple and a toy store painted in black and white. This is where color psychology comes into play as it helps in the study of colors in order to better understand their impact on human behavior and emotions. Oscar Wilde had once said, “Mere color, unspoiled by meaning, and unallied with definite form, can speak to the soul in a thousand different ways.” So what are the ways in which colors communicate to us? How is color perceived by the brain and how do light and darkness affect our perception of color? Can color influence consumer behavior and be used as a design tool? Explore many such pertinent questions in this informative module.

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