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Color's Subtle
Our responses to color are largely subconscious, and "consumers typically the widespread and influential impact of color,” as noted by J. H. Kleynhans, author of The Use of Color as a Tool for Propaganda. Kleynhans elaborates on how the psychological effects of color can our senses through the influence of suggestion: “The influence of color is evident at every level of communication, including corporate branding and logos, signage, advertising, television, billboards, print media, packaging, online platforms, and at the point of sale.” The effects and power of color are reflected in behavior. For instance, color theorist Leatrice Eiseman notes that when we rush through supermarket aisles, we spend only about 0.03 seconds glancing at a package. In that brief moment, we make rapid decisions on the colors that convey information about a package and its contents. These colors also influence whether the product is visually appealing to us, as well as to our taste, psyche, and budget.