Introduction

Colour associations are the mental and emotional connections people make with colours based on their experiences, culture, and context. These associations can be deeply rooted in our memory and influence our perception, emotions and behaviour. This article examines the various aspects of colour associations, drawing on research into colour memory, colour harmony and the psychological effects of colours.

Psychological Aspects of Colour Associations

• Memory and Colour Associations: Research by Witzel and Hansen (2015) highlights how memory and expectations, based on previous experiences, influence colour perception. When observers are exposed to certain object-colour associations, memory colours prepare them to recognise certain objects and direct their attention to specific colours and objects in a scene
• Emotional Influences: Colours can evoke strong emotional reactions. For instance, red can be associated with danger and passion, while blue is often associated with calm and trustworthiness. These associations are often shaped by cultural and personal experiences.

Physiological Reactions to Colour

• Visual Sensitivity: Physiological reactions to colour can vary depending on the sensitivity of the eyes to different wavelengths of light. Research has shown that colours such as red and yellow are retained in memory better than blue and green, which influences the colour associations people form
• Physical Reactions: Colours can cause physical reactions, such as changes in heart rate and blood pressure. Red, for example, can raise the heart rate, making it a stimulating colour, while blue can have a calming effect and lower the heart rate.