Which Color do you want? Effect of Mood on Ch...

Which Color do you want? Effect of Mood on Choice of Color

Author Name : Shravani Priya, Gulgoona Jamal

 

DOI: https://doi.org/10.56025/IJARESM.2022.101022482

 

ABSTRACT

Objective: To investigate the mood’s influence on the choice of color and   its components (lightness, chroma and hue) in young adults.

Method: Thirty young adults (males = 12, females = 18) with an age range (18-25 years) were taken as participants in a within-subjects design and four moods, namely fear, relaxed, sadness, and joy, were induced in them. Their responses were recorded with the help of the “Color Picker Test” and the “Geneva Emotion Wheel”.

Results: A significant effect of mood on the choice of color and its components was found. Lighter and more chromatic colors were chosen in positive moods (relaxed and joyful) while darker and less chromatic colors were chosen in negative moods (fearful and sad). Different hues were chosen by the participants in different moods, such as shades of red were chosen in fearful mood. Additionally, different colors were chosen by the participants in different moods.

Conclusion: The present findings that moods influence the people’s choice of color, and its components echo with the previous research studies. The present study has some applicable implications, such as in treatment of various clinical disorders, e.g., anxiety, depression etc., for fashion industry as well as for interior decoration.

Keywords: color theory, lightness, chroma, hue, mood.