A new University of British Columbia study reconciles a debate that has long raged among marketers and psychologists: What colour most improves brain performance and receptivity to advertising, red or blue?
It turns out they both can, it just depends on the nature of the task or message. The study, which could have major implications for advertising and interior design, finds that red is the most effective at enhancing our attention to detail, while blue is best at boosting our ability to think creatively.
"Previous research linked blue and red to enhanced cognitive performance, but disagreed on which provides the greatest boost," says Juliet Zhu of UBC's Sauder School of Business, author of the study which will appear in the Feb. 5 issue of Science. "It really depends on the nature of the task."
Between 2007 and 2008, the researchers tracked more than 600 participants' performance on six cognitive tasks that required either detail-orientation or creativity. Most experiments were conducted on computers, with a screen that was red, blue or white.
Red boosted performance on detail-oriented tasks such as memory retrieval and proofreading by as much as 31 per cent compared to blue. Conversely, for creative tasks such as brainstorming, blue environmental cues prompted participants to produce twice as many creative outputs as when under the red colour condition.
These variances are caused by different unconscious motivations that red and blue activate, says Zhu, noting that colour influences cognition and behavior through learned associations.
"Thanks to stop signs, emergency vehicles and teachers' red pens, we associate red with danger, mistakes and caution," says Zhu, whose previous research has looked at the impact of ceiling height on consumer choices. "The avoidance motivation, or heightened state, that red activates makes us vigilant and thus helps us perform tasks where careful attention is required to produce a right or wrong answer."
Conversely, blue encourages us to think outside the box and be creative, says Zhu, noting that the majority of participants believed incorrectly that blue would enhance their performance on all cognitive tasks.
"Through associations with the sky, the ocean and water, most people associate blue with openness, peace and tranquility," says Zhu, who conducted the research with UBC PhD candidate Ravi Mehta. "The benign cues make people feel safe about being creative and exploratory. Not surprisingly it is people's favourite colour."
The study finds that these trends carry over to our receptivity to consumer packaging and marketing messages. Using a series of fictional ads and product packages, researchers explored how colour impacts our receptivity to consumer packaging and advertising.
It found that when the background colour was red, people formed more favorable evaluations of products when its ad featured specific product details as opposed to evocative, creative messaging. However, when the background was blue, the opposite pattern of results emerged.
Similarly, people were more receptive to a new, fictional brand of toothpaste that focused on negative messages such as "cavity prevention" when the background colour was red, whereas people were more receptive to aspirational messages such as "tooth whitening" when the background colour was rendered in blue.
FAQs
In a series of six experiments, they've now demonstrated that red provokes a cautious, avoidant mode of motivation, which is beneficial for tasks that require attention to detail. By contrast, blue provokes an approach-based, exploratory motivational state, which is conducive to creativity.
Does the color blue increase creativity? ›
According to this study conducted by The University of British Columbia, which analyzed the effects of the color blue and red on 600 people between 2007-2008, red was deemed the most effective at enhancing our attention to detail, while blue is best at boosting our ability to think creatively.
What color enhances creativity? ›
For example, orange is considered the color of creativity as it encourages innovation and enthusiasm, while red can be a stimulus for productivity and motivation.
What is the effect of red and blue Colour? ›
Reversal effect
For example, when red and blue are viewed side by side on a dark surrounding, most people will view the red as "floating" in front of the blue. However, this is not true for everyone, as some people see the opposite and others no effect at all.
Why is blue a better color than red? ›
While blue is associated with calmness, niceness, and peace, red is often associated with blood, death, war, and murder. Therefore, blue is definitely the better color. Blue is better than red for a number of reasons. In the healthcare field, blue uniforms help surgeons maintain their focus.
What is the psychology of red and blue? ›
Elliot et al. (2007) posited that red is associated with failure and danger and evokes avoidance motivation in achievement contexts, and Mehta and Zhu (2009) suggested that blue is associated with openness and peace and evokes approach motivation.
What color evokes intelligence? ›
Apparently blue is the most popular color in the world. It is associated with competence, intelligence and trustworthiness. Not a surprise that it is the number one choice in corporate branding.
Why is blue complementary to red? ›
In general, red is a warm color. So, when paired with cool colors like blues or purples, you'll get a vibrant, energetic look, says Irene Tarroza, writer and editor for Archic Furniture. “The cool colors can help soften the intensity of the red, creating a balanced and visually striking composition.”
What is the red and blue effect called? ›
This is called an anaglyph image. Anaglyph glasses (the kind you probably got at a 3D movie as a kid) have a red and a blue lens that correspond to the filtered images. Your brain does the rest of the work, putting the two overlaid images together for a 3D effect.
What is the result of red with blue? ›
Here, two primary colors Red and Blue are mixed to produce the Violet color which is the secondary color. Sometimes, the mixture of these two primary colors produces Purple color.
Wavelength is also related to energy. Colors with shorter wavelengths, like those on the blue and violet end of the spectrum, have more energy than colors with longer wavelengths. Red light has the lowest energy.
What color is the best for thinking? ›
3 Colours that Improve Concentration & Productivity
- Blue. This encourages better mind flow and performance. ...
- Orange. This promotes better focus, concentration, and creativity. ...
- Green. This is among the most restful shades, as it offers the cheerful qualities of yellow and the refreshing abilities of blue.
Because orange sits opposite to blue on the color wheel, it's a natural complement to blue. This pleasing combination also offers an energizing contrast that's perfect for a bustling kitchen.
Does coloring increase creativity? ›
Igniting Creativity and Imagination
It encourages you to think outside the lines, exploring new color combinations and design possibilities. This artistic expression not only boosts your creative confidence but also allows you to tap into a limitless realm of imagination.
What does the color blue do to your brain? ›
Blue: calmness, serenity, peace
Blue has the opposite effects of red and is the most soothing color. Primary blue is used in therapeutic settings for meditation and relaxation because it helps you unwind, find peace, and become more comfortable expressing your inner feelings.
What is the effect of blue in art? ›
Blue has been used in art for centuries, ranging from ancient cave paintings to modern masterpieces. It has been used to create a variety of effects, from calming and serene to powerful and foreboding.
Does blue make you more productive? ›
The Effects of Color on Productivity
For example, blue is a calming color that promotes focus, concentration, and productivity. In a study by the University of British Columbia, workers in blue environments were found to be more productive than those in white environments.
