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Broken: Magical paint
Feb 11, 2008
For years I've heard of the totemic power of color - in raising brand value, making a website look trustworthy, and all sorts of intangible stuff that too often distracts companies from the value of a simple, easy user experience.
I guess I was wrong all along. I recently came across some magic house paint that can reduce appetite, raise blood pressure, and apparently do everything but wash the dishes. Spotted in a Manhattan store window:
Above, "encourages relaxation" and "suppresses appetite, eases mind." Silly me for thinking they were just shades of green and purple.
Above, these are anything but red and teal. Try "stimulates the appetite, raises blood pressure," and my personal favorite, "acts as anti-inflammatory (!!), slows metabolism."
So think twice before making a comment about the bizarre color choices on someone's walls. It might just be keeping down their joint pain (and keeping up their blood pressure!).
What paint line is this referring to?
Googling "exhale AF-515" brings up Benjamin Moore - I'm pretty sure it was that brand. The medical benefits, though, I think were written by the store.
Hmm, do they have colours which cure cancer and prevent household pets from befouling the carpet?
"Chromotherapy", usually in the form of bathing patients in coloured light, has a very long and undistinguished history. People were doing it even before electric light had been invented, with coloured windows and sunlight or with focussed lamp-light. The claims made for different colours pretty much line up with those next to the above paint samples.
Probably the most famous colour-therapy quack was the magnificent Dinshah P. Ghadiali.
I think you may be underestimating the power of color on experience and, yes, even usability (set some yellow type on an orange background, and see how many people can read the copy!).
But, even on an emotive level, colors elicit certain measurable responses. Ever wonder why red raw meat is often presented on light blue or green plates? Put it on a red plate, and it will look brown, unappetizing. Put it on a cool-colored plate, and it will appear red and appetizing (if you're not a vegetarian, of course).
Think it's arbitrary why restaurants that want you to relax and enjoy are darker and more subdued in color, versus diners where turnover is the key and fluorescent lights and brightly-colored decor are the norm? It's not. These visual cues can facilitate business objectives (table turnover, for example).
When you want to agitate or attract attention, use brighter colors with high contrast. If you want to calm, use tertiary tones or more muted colors.
While I agree that companies spend inordinate amounts of time fretting over seemingly arbitrary design decisions, it is because they have made the decision process arbitrary that the time is wasted. If they would rely on the science of color theory, they might find it a valuable tool in developing user experiences.
I really hope I can find my picture for a "bicycles only/no biking allowed" sign juxtaposition so I can scan it and upload it to your Flickr group!