Color Research the Importance of Term Paper

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Descriptive statistics were used to summarize data. The results revealed that participants had stronger positive feelings about the words that were in yellow vs. The same words that were in brown. The words in brown averaged a "4," so the respondents still recognized the word as somewhat positive. Both males and females scored the yellows similarly, and males scored the brown higher than girls.

DISCUSSION

The results of this study suggest that words read online or in print have different emotional responses based more on the color of the word than they do on the word itself.

This refers back to the Jones (1997) and Garcia and Bohle (1986) studies noted above who were analyzing business marketing and communication emotional responses on various audiences.

They found that materials in color better grabbed the attention of the readers/viewers when in color vs. black and white. Their studies were concerned only with the color difference, not the word being used. This present study shows that the color is even more important than the word. Thus, if a communicator wants the viewer/reader to feel a positive emotion, then a corresponding color must be used. Even the copy is positive it will not have the same effect unless the color of the copy is also indicative of that positive message.

Of course, this present study is limited. It had a small sample size. Also, there was no measurement on the depression/anxiety scale prior to taking the test, so there was no way to know what the participants' emotions were prior to seeing the visuals.

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In addition, a range can also present problems, since people may not always circle the same level as what they feel.

The test should be given again recognizing the problems with the first one. Also, it would be interesting to reverse the study to see what happens when negative words are placed in a positive color. Can a communicator take a negative message and place it in color and make the reader/viewer feel more positive about it? If so, is this another form of deceptive communication? Should information that is factual and not intended to sway individuals in either direction be kept in black and white or a neutral gray?

Increasingly, company brand designers are recognizing the value of the color of their logo and design. For example, UPS has used the color brown effectively go with its campaign of "what can brown do for you - UPS." Coca Cola has the red swoosh, recognizing that red is affiliated with aggressiveness, passion, strength, vitality. In business, it is great for accents and boldness. However, branders and other communicators also have to beware that the same colors can also have a negative effect when used in the wrong way. Some people may be offended, for example, if red is used in a subject that is to be serious and non-offensive......

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