Red, the Color of Attraction - Color Science Meets the Movies

Two researchers, Andrew Elliot, a psychology professor, and Daniela Niesta, a postdoctoral researcher, at the University of Rochester, published a groundbreaking study in the Journal of Personality and Social Psychology. Using five psychological experiments, the study concluded the color red makes men feel more amorous toward women. And men are unaware of the role color plays in their attraction.

Image Source: Head In The Clouds (2004)

“Much is known about color physics and color physiology, but very little is known about color psychology, “ said Elliot.

The aphrodisiacal association of red with amorous intentions my be a societal conditioning, consider the red light district and the red hearts and roses associated with Valentines.

Image: Jerry Levy

Elliot & Niesta argue that men’s response to red may more likely stem from deep biological roots. Non-human primates respond to females displaying red. When nearing ovulation, female baboon and chimpanzees redden conspicuously nearing ovulation. This sends a clear color signal to attract males. As much as men might think they respond to women in a thoughtful, controlled way, the study shows their preferences and predilections are more primitive.

Image Source: Volver (2006)

To quantify the red effect, one study looked at men’s responses to photographs of women under a variety of color presentations. A woman’s photo would be framed by blue, white, gray or red. In another experiment the woman’s photo was placed on a red or blue background.

Image Source

In one study, men were shown photographs of women wearing either a red or blue shirt. In the experiment men were asked not only about their attraction to the woman, but if they were going on a date and had $ 100.00 in their wallet, how much money would you be willing to spend on your date?

Image Source: Far From Heaven (2002)

Under all conditions, women shown framed by or wearing red were rated significantly more attractive and sexually desirable by men than the exact same woman shown with other colors.

Story Source: University of Rochester(2008, October 28.) Red Enhances Men’s Attraction To women, Psychological Study Reveals. Science Daily. Retrieved February 15, 2010, from http://www.sciencedaily.com/releases/2008/10/081028074323.htm

Forever trying to raise the awareness that color matters in all areas of our lives, I recently saw Pedro Almodovar’s movie, Broken Embraces. The amount of red in the movie was striking. I found an interview on line with Maria Delgado and Almodovar discussing the color.

Image Source: Volver (2006)

Maria Delgado: I’m very aware that in all your films, quite often the strong female character is seen wearing red at specific points in the film. So whenever I watch one of your films, I almost wait for it – to see a red dress, or red cardigan or red shoe. It’s like a treasure almost. Is that intentional or is that just me?

Pedro Almodovar: The color red is present in all my films and my films are on the whole are very colorful. I use it in a very sensual way - It is a significant color. In Spain it represents hate, love and fire. It’s a cross- cultural color of humanity.

Story Source: http://moviegrande.com/volver/interview5.htm

Color Psychology & Big Pharma

Since starting the blog, I have been spending more time on the web searching for research articles on applied color. Its remarkable how many articles are written about color and the pivotal role it plays in our lives.


Wired Magazine ran an article last fall, Placebos Are Getting More Effective. Drug makers Are Desperate to Know Why. "What turns a dummy pill into a catalyst for relieving pain, anxiety, depression, sexual dysfunction, or the tremors of Parkinson’s disease? It is the brain’s own healing mechanisms, unleashed by the belief that a phony medication is the real thing. The most important ingredient in any placebo is the doctor’s bedside manner followed by the color or the tablets." – Steve Silberman


Yellow pills make for the most effective antidepressants as they are seen as little doses of sunshine. Red pills are most stimulating and provide energy while soothing blue works best for tranquilizers. Green pills reduce anxiety and white tablets are superior for soothing ulcers.

Color association and symbolism provided the basis for the development of the field of color psychology. To see the influence of color penetrate into big Pharma’s attempt to dominate our central nervous system demonstrates how powerful the brain is and that color has a definitive impact on human experience.

Author: Jill Pilaroscia, Colour Studio, Life In Color

Color In The Office Environment

Do office workers benefit from the use of color in their environments?

Image: Red Envelope Office_David Wakely

If you ask the workers you will typically get a positive response. If you ask facilities management you may get a negative answer. If you ask the architects and designers you will get a mixed answer.

Why is this?

Every individual has subjective color likes and dislikes. If the office is designed using a workers preferred colors they tend to like their environment. Conversely if they hate a certain color and must work surrounded by it everyday, you know they will find it irritating.

Image: The Art Of Color_Johanes Itten

From a facilities management perspective, the typical objection to color is the extra work it takes to maintain an office with multiple hues. The time required to clean paintbrushes and paint buckets when several colors are involved translate to department costs.

Architects and designers may frown upon applied colors and believe that color should come from the building materials themselves.

I do not disagree at all with this belief. However, budget driven projects will use special materials in public spaces like the Lobby, Conference and Board Rooms. The open office may not have the budget for special materials.

Image: HP Lobby_Sharon Reisdorf

This is where paint and color can come in to make the work place more appealing.

Is there science behind the application of color to office environments?

Frank Mahnke in his book Color Environment and Human Response outlines a solid body of research supporting the value of color. Citing psycho-physiological, neuro physiological, psychosomatic and visual ergonomic factors, color and light can greatly improve a person’s impression of their workplace. We respond to color in a complex way that operates beyond personal preference. Lack of stimulation whether visual or psychological is associated with boredom, and fatigue.

Image: Cafeteria_David Wakely

By consciously varying the light dark contrasts and using a well rounded palette you can imitate the range of colors one would experience in nature. You also increase the chances of creating a pleasing environment that may appeal of a broad group of end users.

There is no specific formula of colors for an office that can be prescribed. Each office needs to be carefully evaluated to determine its optimal palette. There is ample research in cross-disciplinary fields to support the fact that color can play an important role in the office environment.

Color, Environment & Human Response
Frank H. Mahnke












Color Planning for Interiors
Margaret Portillo

Success With Greens

Mother nature does green so well. Why is it a tricky color to get right in interiors?

Image: Stow Lake @ Golden Gate Park_Jerry Levy

Green was my Mother’s favorite color and I was surrounded by it growing up. Two upholstered high back velvet chairs in forest green graced the living room. Each time the color faded, Mother spray painted them. It’s hard to believe she pulled this off, but they looked beautiful to the eye. They were prickly to the touch and uncomfortable to sit on in skirts or shorts. Our kitchen was a green sanctuary with ivy green linoleum counters. Four different wallpaper patterns with green stripes, leaves, and berries were found upstairs and down. Her largest green installation was a custom built floor to ceiling wall-to-wall china cabinet painted Williamsburg green.

In color psychology green is associated with nature. It’s the color that is used to soothe and calm the spirit. Visually it hits right on the surface of the retina, so it neither advances nor recedes. It’s a non-demanding hue.

Image: SFMOMA 75th Year Anniversary Focal Wall_Jerry Levy

So why is challenging to select the perfect green for your environment?

In nature there are blue greens, grey greens, yellow greens in light and dark values and color names reference nature – sage, ivy, fern, apple, forest green and mint.

Image: Painting Diebenkorn Cityscape 1. @ SFMOMA _ColourStudio

Historically many institutional offices, schools and hospitals have been coated top to bottom with green. Cold and lifeless these colors do anything but soothe the user. People frequently select pastel colors for their environment as they feel safer. Green is a hue that is more successful when it has some character and personality.

I live in a house with many greens- olives green, yellow green, historic green and I find that if you select the correct hues, green creates a wonderful backdrop for living. It can be work in traditional interiors as well as contemporary settings.

Image: Martha Stewart Everyday Colors Brochure

Image: Residential Dining Room_David Wakely

Here are some of my favorite greens:

Farrow & Ball Colours
Folly Green_#76
Saxon Green_#80

Dunn Edwards
Stuffed Olive_DE 5529
Watercress_DE 5528

Martin Senour
Chrysanthemum Bud_105-5

Pratt & Lambert Williamsburg Color Collection
Russell House Green_CW519, CW520, CW521, CW522
Palace Chamber Green_CW523

Author: Jill Pilaroscia, Life In Color, Colour Studio

Color and the Learning Environment

Image: Metropolis Magazine

“Can design help kids learn?” asks last February's issue Metropolis Magazine. Of course it can! I quickly opened the magazine and could not wait to read the article. Featured were elementary through high school projects built nationally and internationally by notable architects. The new facilities sparkled.

Facing tight budgets, and financial shortfalls, not every school district can build new ground up buildings. Acknowledging the idea thoughtfully designed buildings can enhance learning; can we use color and paint as an effective and inexpensive tool to enliven the educational environment? Studies have shown there is evidence that color application and learning environments are codependent.

Image: Oslo School – Architectural Record

Heinrich Frieling of the Institute of Color Psychology tested 10,000 children ages 5 to 19 from around the world. According to the child’s psychological development level, the tests showed certain colors appealed to different age groups. . Dr Ellen Grangaard, in her doctoral thesis for the IACC, used the Frieling color palettes for classrooms pairing age and color preference and found off task behaviors declined and academic standing improved.

Image: Tel-Aviv Kindergarten – The Cool Hunter

The Wolfarth Study conducted in the 1980’s, studied the effects of light and color on elementary students for a full school year. The results showed carefully selected color and light lowered blood pressure and stress levels, reduced disruptive behaviors, and improved academic performance and IQ scores.

Image: Phoenix Union Bioscience High School – Architectural Record

Color deprived environments are bland and uninspiring. By introducing color, one can heighten the sense of movement and exploration. Colors in corridors and public spaces such as lunchrooms, and gymnasiums can be dynamic and energetic. Colors in classrooms, libraries, and science labs can be calibrated to the activities occurring specific to those tasks. Carefully selecting colors and placing them strategically in rooms could improve learning and concentration.

Image: Amsterdam High School – The Cool Hunter

One pioneer worth mentioning in the field of school color is Ruth Lande Shuman. Shuman founded her nonprofit, Publicolor in 1996 in New York City. The non-profit has enhanced over 95 school environments by involving students in improving the looks of their school with paint. The program has an environmental benefit which is what I am most interested in promoting. The secondary benefit is social as the non-profit instructs disenfranchised students in the trade of painting.

Image: Jubilee School

There is no formulaic approach to color for school. The Frieling work established color preferences by age group, but this does not translate to every school in every culture or geographic locations offering classes to elementary students should be a specific color. The work of Publicolor does not mandate that each schoolroom should be bright stimulating color no matter what its function. What I am acknowledging is we need to heighten our awareness and acceptance of the role of color as a tool to shape behavior and enhance experience in the academic setting.

Author: Jill Pilaroscia, Colour Studio, Life In Color

White - The Complex Color

Image: Interior Color Palettes by Dai Linong

The perfect white interior is radiant, clean, modern and chic. You assume you can’t go wrong with white. But it’s more challenging to select successful whites than you might think, White is not pure. Its sin is reflection.

One client painted her living room and dining room entirely bright white. After the painting was completed she noticed distinct gray shadows at all corners of the room. She was sure the painter used the wrong color. How could the room already look dirty?

The owners of a Craftsman-style home with its characteristic dark redwood ceiling beams and trim, wanted to make the interior feel lighter and brighter but did not want to paint over the natural wood. They selected the purest white they could find, and discovered the new paint did nothing to change the impression of the rooms. In fact, the intense light dark contrast between the wood and paint made the rooms appear even darker. How could white not brighten their environment?

Image: Paint - The Big Book of Natural Color by Elizabeth Hilliard and Stafford Cliff

Choosing the right white for the environment makes all of the difference. There are whisper whites with undertones of pink, green, blue, violet, gray, umber, yellow and blends of these colors intermixed to create complex whites.

We judge colors by comparing one to another. A sage green couch can bring out the complimentary pink in a seemingly neutral white. Hung on the wall, a painting with dominant orange tones will call forth blue undertones against a white wall.

Be sure to analyze your whites and sample the color in your environment under natural and artificial light. Remember in white rooms, every object in the space will be on stage.

Image: Elle Decor Magazinge - Jan/Feb 2010

The majority of whites I use tend to have some yellow component in the mix. They suggest sunlight and can make a room glow. They will not shadow at corners and look dirty.

Benjamin Moore:
OC-121 Mountain Peak White
OC-90 Vanilla Ice Cream
OC-85 Mayonnaise

Image: Color At Home By Meg & Steven Roberts

When I want the gallery look I use these whites. For them to work successfully the rooms need excellent light – either natural or skillfully selected ambient light.

Benjamin Moore:
Ready Mix Super White
OC-45 Swiss Coffee

Farrow and Ball:
2005 All White

In rooms with saturated wall colors I frequently select pigmented whites for ceilings and trims. They will minimize shocking contrasts where the walls and ceilings intersect. These colors can also work in rooms with dark woodwork to soften contrasts and create glow.

Benjamin Moore:
OC-92 Mannequin Cream
2153-60 Rich Cream
OC-100 Palace White

Before you go to the paint store, inventory the dominant items in your room. Identify the colors of these given elements – the couch, rugs, art, and wood finishes.

At the paint store, select several white color cards you are considering out of the display. Hold them directly against one another to see and compare the underlying color tones. Identify if you are drawn to a grey white, a yellow white.

Then think about the objects in your room that will be seem against the white walls. Look for harmony between the white and the given elements. If you have a warm neutral couch, look for a warm neutral white which will blend well. If you have a dominant red rug, look for a warm red that will not turn green against the flooring.

Pay attention to the subtleties of white and you will have a color success.

Image: Paint - The Big Book of Natural Color by Elizabeth Hilliard and Stafford Cliff

Author: Jill Pilaroscia, Life In Color, Colour Studio

Color as Evidence of Rising Optimism?

Image: Metropolis Magazine

During the Depression of the 30’s, the color palette became dour, dark and subdued. At the end of the Second World War the palette became energized and uplifted by the introduction of pinks, turquoise and minty greens. The earthy grounded colors of harvest gold and avocado of the 50’s and 60’s gave way to the vivid and high contrast psychedelic colors of the 60’s and 70’s. Hippies, drugs, electric guitars energized the palette and the culture. The excesses of the 80’s brought us the Post Modern palette of mauve and grey. The environmental movement ushered in the age of green hues that previously had been relegated to institutional applications. Have you noticed the chromatic intensity of colors in art, graphics, fashion and industry being turned up?

Photo: Jerry Levy_San Francisco, Ca

In the New York Times this Sunday Bill Cunningham’s column, On the Street, was titled HUE. The photographs of vivid color found in nature juxtaposed to brightly dressed New Yorkers illustrated the transcendental link to color stimulus and the unconscious.

Image: New York Times

Cunningham starts his narrative referencing the new High Line, the 1.45 mile section of the former elevated freight railroad located on Manhattan’s West side. The architectural team of Diller Scofido + Renfro executed the project with landscape architects James Comer Field Operations. The concept that strolling in nature would enhance New Yorkers mental perspective seems to be taking root. The planting of amethyst daisy chrysanthemums, which have bloomed prolifically this season, is credited with influencing the abundance of purple fashions visible on the street. The color associations assigned to purple emphasize the spiritual and seeking nature of man. Could we be looking for some interior safety in an increasingly stressful world?

Image: New York Times

In Central Park as well as the other green sanctuaries throughout the city, the trees are ablaze in reds and gold’s. Cunningham states, “On the backs of a few imaginative women in a city known for dressing in black” color is highly visible. Could the grounding qualities associated with reds be assisting these individuals in feeling connected and balanced? Could the mental energies inherent in the gold hues be helpful with focusing ones mind and thinking clearly in chaotic times?

Carl Jung stated there is a collective unconscious connection to color in ones environment. Color response is not learned but is part of the hard wiring of the human mind. Could crosscurrents of thought be permeating our choice of colors that we choose to surround ourselves with in our built environment, our wardrobe, and our art?

Could optimism be consciously penetrating our culture through the vehicle of color? Could we reframe our thoughts by merely applying a coat of paint to our walls, by purchasing a colorful accessory for our wardrobe, by attending the movie Avatar that is laden with saturated color?

I think its possible. Color has the ability to shape behavior and influence experience.

Photo: Jerry Levy_San Francisco, Ca

Author: Jill Pilaroscia, Life In Color, Colour Studio