The color of placebo pills is reported to be a factor in their effectiveness, with "hot-colored" (red, yellow, etc.) pills working better as stimulants and "cool-colored" (blue, purple, etc.) pills working better as depressants. This relationship is believed to be a consequence of the patient's expectations and not a direct effect of the color itself. [31] Consequently, these effects appear to be culture-dependent. [32] a b c d e Singh S (2006). "Impact of color on marketing". Management Decision. 44 (6): 783–789. doi: 10.1108/00251740610673332. a b Shankar MU, Levitan C, Prescott J, Spence C (2009-04-28). "The Influence of Color and Label Information on Flavor Perception". Chemosensory Perception. 2 (2): 53–58. doi: 10.1007/s12078-009-9046-4. ISSN 1936-5802. S2CID 59026706.

Color is a very influential source of information when people are making a purchasing decision. [29] Customers generally make an initial judgment on a product within 90 seconds of interaction with that product and about 62–90% of that judgment is based on color. [29] People often see the logo of a brand or company as a representation of that company. Without prior experience to a logo, we begin to associate a brand with certain characteristics based on the primary logo color. [44] National Boxoffice Survey". Variety. June 29, 1960. p.5 . Retrieved February 8, 2021– via Archive.org. Smith, Steven C. (1991). A Heart at Fire's Center; The Life and Music of Bernard Herrmann. Berkeley: University of California Press. ISBN 0-520-22939-8.

Synopsis

The 75 Best Edited Films". Editors Guild Magazine. Vol.1, no.3. May 2012. Archived from the original on March 17, 2015. Nixon, Rob. "The Critics' Corner: PSYCHO". Turner Classic Movies. Archived from the original on December 30, 2014 . Retrieved December 30, 2014. One theory for why people prefer one color over another is called ecological valence theory (EVT) proposed by Stephen Palmer and Karen Schloss. [37] This theory asserts that people tend to like or dislike colors based on their associations of the color to other objects or situations that they have strong feelings about. For example, if someone associates the color blue with clean water, they would be more likely to favor blue. On the other hand, people's dislike of the color brown could be due to associations of it with feces or rotten food.

Color psychology can even affect someone through the avatars they choose to use. A recent study from 2016 [83] assessed the impact of avatar color on the gaming experience for educational games. The research compared two different color avatars; blue and red. They then measured the players using the avatars in terms of competence, immersion and flow. The study found that the players with the red avatar performed poorly compared to those with blue avatars. Another study on experienced players of first-person shooter games found that those assigned to wear red uniforms instead of blue won 55% of the matches. [79] Kiderra, Inga (Winter 2000). "Scoring Points". USC Trojan Family Magazine. Archived from the original on March 14, 2007 . Retrieved March 13, 2007. Palmer SE, Schloss KB (May 2010). "An ecological valence theory of human color preference". Proceedings of the National Academy of Sciences of the United States of America. 107 (19): 8877–8882. Bibcode: 2010PNAS..107.8877P. doi: 10.1073/pnas.0906172107. PMC 2889342. PMID 20421475.

Psycho: The Title Credits". Archived from the original on November 26, 2010 . Retrieved November 20, 2010. Sight & Sound Top Ten Poll 2002 The Rest of Director's List". old.bfi.org.uk. Archived from the original on February 1, 2017 . Retrieved July 5, 2021. Dutton, Denis. 2003. "Aesthetics and Evolutionary Psychology" in The Oxford Handbook for Aesthetics. Oxford University Press.