Setting the tone: How a splash of colour creates a wave of emotion

Darren Bridger, Callum Gould, Ellie Lucas, Chris Christodoulou, James Digby-Jones and Justine Keogh

A neuro-led exploration into the emotional impact colour has on consumer behaviour in advertising.

Behavioural scientists have long noted the link between colour and our emotions. So much so that our personal preferences for colours impact the products we decide to buy. We place a great deal of value on choosing our favourite hue when making large purchases such as buying a new car, and often choose the colours for our homes in order to create a distinct atmosphere and mood. Most consumers are aware, for example, that painting a chilly room – such as one that receives little direct sunlight – in a warm colour like orange or red will help it to...

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