Wednesday, June 24, 2015

The Color Brown

Brown can make a bold statement or be a low-key sidekick to brighter hues in decor or in clothing. Brown is a blend of Red, Yellow, and Blue, the primaries.
:That's why every color goes with brown" says Interior Designer Elaine Griffin. She is a huge fan of this hard working neutral.
"If you use dark brown paint, walls become the star and the other objects play second fiddle; with light brown walls, the reverse is true."
One of the psychological aspects of brown is that it makes people feel safe, comfortable, grounded and at ease---all good things for cocooning.

Another take on naming colors, discusses brown:

Why We Love "Mocha" but Hate "Brown"

Although different colors can be perceived in different ways, the names of those colors matters as well!
According to this study, when subjects were asked to evaluate products with different color names (such as makeup), "fancy" names were preferred far more often. For example, mocha was found to be significantly more likable than brown--despite the fact that the researchers showed subjects the same color!
Additional research finds that the same effect applies to a wide variety of products; consumers rated elaborately named paint colors as more pleasing to the eye than their simply named counterparts.
It has also been shown that more unusual and unique color names can increase the intent to purchase. For instance, jelly beans with names such as razzmatazz were more likely to be chosen than jelly beans names such as lemon yellow. This effect was also found in non-food items such as sweatshirts.
As strange as it may seem, choosing creative, descriptive and memorable names to describe certain colors (such as "sky blue" over "light blue") can be an important part of making sure the color of the product achieves its biggest impact.
version of this article first appeared at

Wilmington, Del.,-based Gregory Ciotti is the marketing strategist at Help Scout, the invisible email support software for small businesses. He also writes about behavioral psychology at his blog Sparring Mind.

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