Examing the Association Between Color and Mood

Abstract

Color psychology has a historical discussion on the relationship between color and subjective experience, including mood. The association had been reported across cultures. Taking a new approach, this study investigated the color-mood association of viewers after perceiving financial service commercials. In the experiment, 16 subjects were recruited in Shanghai, China. Psychological mood of subjects was measured by Brief Mood Introspection Scale after receiving color stimulus, in a control condition (without color-adjustment), and four treatment conditions (Green, Yellow Blue, Red). In each trial, participants completed watching one-minute financial service commercial, controlling for average illuminance, saturation, and sound. The result of mixed analysis of variance found that pleasantness growth was significantly associated with color tone Red and Yellow, and was somewhat associated with Green and Blue, as well as negativity reduction. This has an implication in customer psychology study, also attitudinal and behavioral change campaigns design in financial service marketing.