Are Certain Colors Associated With Specific Societies Or Cultures?
Weil said traditional color palettes are usually the result of dyes that are readily available to early societies. However, globalization has affected those preferences, as people travel and bring home clothing and gifts produced in unfamiliar colors. People will put tradition aside if exposed to new colors they like, he said. Color choice can also be associated with security or risk. In Western Europe, black and grey often appear on expensive cars, signifying security, wealth and risk aversion. However, young people are more likely to take risks by specifying bright, attention-getting colors for their smaller, less expensive cars. The Psychology of Color For insights into the psychology behind color, DuPont consulted Dr. Kayta Gajdos, a Pennsylvania psychologist in private practice who uses color as a tool in psychotherapy. Gajdos is a member of the Pennsylvania and Delaware Psychological Associations. Her column on psychological issues, Mind Matters, appears twice monthly on www.chad
