Experiment Final Write Up (1).docx

Effect of Colors on Feeling

Devanshi Bhatt The Maharaja Sayajirao University

Rijuta Banerjee The Maharaja Sayajirao University

Saloni Mistry The Maharaja Sayajirao University

Author Note: Devanshi Bhatt, Rijuta Banerjee and Saloni Mistry are currently pursuing second year of Masters in Psychology from The Maharaja Sayajirao University of Baroda. Acknowledgements to Zeenat Nizami, Bansari Patel and Farheen Patel for all the assistance and support given throughout the study. Special thanks to Dr. Rashmin Sompura for his guidance.

Abstract The objective of the experiment was to study the effect of colors on feeling. For this, Randomized Group Experimental Design was used. 50 students pursuing Masters in psychology were taken as subjects. They were divided in 5 groups, each consisting 10 subjects. Each group received the same instructions about the task to be performed. By conducting this study, an attempt was made to study the effect of solid colors on feeling. Solid colors that we are using in this study were red, yellow, blue, green, black, white and grey. Each color has their own specific meaning, feeling and psychological effect attached to it. Initially the subjects were requested to write down their present feeling and also rate its intensity on the scale of 1 to 5. Immediately after that, the experiment was proceeded and slides of different solid colors were presented to them in a randomized way. They were also supposed to write down the feeling that they experienced from the list of feelings provided and its intensity on the scale of 1 to 5 after the presentation of each slide. Likewise, the same procedure was continued for all 21 slides. This study aimed at finding out if rating of feeling for one color would be significantly different from that of the other color. The results show that there were significant differences in rating of feeling for colors in certain pairs than the other. This was studied using the paired comparison t-test method. This study of color psychology can be applied hugely when redecorating a house or room or workplace, in marketing and advertising products. It can be used in the form of art therapy for calming / relaxing clients during counselling sessions. Key words: Solid colors, feelings, rating of feeling, color psychology Meaning of Color. Color can be defined as, the property possessed by an object of producing different sensations on the eye as a result of the way it reflects or emits light. 1. A property of a surface or substance due to absorption of certain light rays and reflection of others within the range of wavelengths (roughly 370 to 760 nm) adequate to excite the retinal receptors. 2. Radiant energy within the range of adequate chromatic stimuli of the retina, i.e., between the infrared and the ultraviolet.

3. A sensory impression of one of the rainbow hues. In visual science primary colors refer to red, green, and blue, the colors specifically picked up by the retinal cones; mixtures of varying proportions of the primary colors will yield the 150 discriminable hues of normal human vision. In painting and printing, the primary colors are red, blue, and yellow. Color vision is a function of the cones in the retina of the eye, which are stimulated by light and transmit impulses to the brain. It is now thought that there are three types of cones, each type stimulated by one of the primary colors in light (red, green, and blue or violet). In red-green color vision deficiency, there is a deficiency of either red or green receptors, so that the two colors do not appear distinct from each other. Throughout the history color schemes has often been used to define different feelings, seasons and ceremonies depending on one’s culture and origin. For example, early Native Americans used different colored paints to symbolize times of war and death, as well as for spiritual ceremonies and seasonal harvests. Steeped in history throughout many cultures, certain colors are associated with particular feelings and emotions that are still very relevant in modern design. Colors can affect how we feel subconsciously. This means that one may not even know they are being affected by the color of an environment or artwork. The feeling behind meaning of the colors sees hues grouped into two main groups commonly known as warm colors and cool colors. Color Meanings and Psychology: Red Color Meaning – Positive: Physical courage, strength, warmth, energy, basic survival, 'fight or flight', stimulation, masculinity, excitement. Negative: Defiance, aggression, visual impact, strain. This color attracts the most attention and is associated with strong emotions such as love and anger. Red is the color used universally to signify danger, courage, strength, and power. Red is stimulating, vibrant and exciting. Red inspires desire with a strong link to sexuality and increased appetites. In Chinese culture red represents luck and prosperity. Use red when you want to get pulses racing and to inspire action. However, use carefully as red can evoke feelings of aggression and cause visual strain. Lovers of red are passionate with an enthusiasm for life. Yellow Color Meaning – Positive: Optimism, confidence, self-esteem, extraversion, emotional strength, friendliness, creativity. Negative: Irrationality,

fear, emotional fragility, depression, anxiety, suicide. The yellow wavelength is relatively long and essentially stimulating. In this case the stimulus is emotional, therefore yellow is the strongest color, psychologically. The right yellow will lift our spirits and our self-esteem; it is the color of confidence and optimism. Too much of it, or the wrong tone in relation to the other tones in a color scheme, can cause self-esteem to plummet, giving rise to fear and anxiety. Our "yellow streak" can surface. Blue Color Meaning– Positive: Intelligence, communication, trust, efficiency, serenity, duty, logic, coolness, reflection, calm. Negative: Coldness, aloofness, lack of emotion, unfriendliness. The color of trust. Blue, the shade of the sea and the sky, is thought to induce calm and convey tranquility, serenity and peace. The popular color instils confidence and inspires feelings of trust, loyalty, integrity and responsibility. Cool blue is conservative and can also be perceived as aloof. Blue tends to suppress the appetite – there are not many foods associated with blue in nature. Green Color Meaning – Positive: Harmony, balance, refreshment, universal love, rest, restoration, reassurance, environmental awareness, equilibrium, peace. Negative: Boredom, stagnation, blandness, enervation. Green has a strong association as a refreshing and peaceful color. It evokes feeling of abundance and a plentiful environment while providing a restful and secure feeling. The prosperity signified by green can be negatively perceived as materialistic and possessive. Grey Color Meaning – Positive: Psychological neutrality. Negative: Lack of confidence, dampness, depression, hibernation, lack of energy. The color of compromise. Grey is considered to be an unemotional, detached color seeking to avoid attention. It conveys gloom and depression. Very conservative, grey has a stabilizing effect as it is very neutral, but can also conjure up feelings of frustration. Grey is linked with maturity and protection, being reliable and practical. Black Color Meaning –Positive: Sophistication, glamour, security, emotional safety, efficiency, substance. Negative: Oppression, coldness, menace, heaviness. A strong and powerful color, black is formal and sophisticated, sexy and secretive. It is the color of things that are scary and evil. Black conveys pessimism

and a lack of hope. While black has many negative associations, it is a color that signifies power and control. It is considered unfriendly and intimidating, yet still refined, elegant and confident. Black is helpful to other colors, being a strong contrast and making them stand out more. White Color Meaning - Positive: Hygiene, sterility, clarity, purity, cleanness, simplicity, sophistication, efficiency. Negative: Sterility, coldness, barriers, unfriendliness, elitism. Just as black is total absorption, so white is total reflection. In effect, it reflects the full force of the spectrum into our eyes. Thus it also creates barriers, but differently from black, and it is often a strain to look at. White is purity and, like black, uncompromising; it is clean, hygienic, and sterile. The concept of sterility can also be negative. Visually, white gives a heightened perception of space. The negative effect of white on warm colors is to make them look and feel garish. Visual information: It is the visual reasoning skill that enables us to process and interpret meaning from visual information that we gain through our eyesight. Visual perception plays a big role in our everyday life. It helps us in learning and interacting with others. Because of the ease with which we rely on perception, we tend to overlook the complexity behind it. Understanding how we interpret what we see can help us design and organize our visual information. Sanocki and Sulman’s Color Relations Experiment - Based on the results of the study, Sanocki and Sulman were able to say that: People remember color patterns better when the color palette is harmonious. People remember patterns with fewer colors (2-color palettes) better than patterns with more colors (4-color palettes). The contrast of surrounding colors impacted how well we remember the color pattern. In other words, color differences between the content and the background may enhance our ability to focus our attention on the content itself. What is Feeling? Feeling, in psychology can be described as the perception of events within the body, closely related to emotion. Richard Lane and Gary Schwartz (1987). They described levels of emotional awareness and integrated Piaget’s work and cognitive development with emotional experience. Their model has five levels of emotion organization and awareness:

1) Sensorimotor reflexive (emotion is experienced only as bodily sensations, but may be evident to others in the individual’s facial expression) 2) Sensorimotor enactive (emotion is experienced as both a body sensation and an action tendency) 3) Preoperational (emotions are experienced psychologically as well as somatically, but they are uni-dimensional and verbal descriptions are often stereotyped) 4) Concrete operational (there is an awareness of blends of feelings and the individual can describe complex and differentiated emotional states that are part of his or her subjective experience) 5) Formal operational (there is an awareness of combinations of blends of feelings, as well as a capacity to make subtle distinctions between nuances of emotion, and an ability to comprehend the multidimensional emotional experience of other people). Tomkins and his colleagues suggested that there are about 8-9 inherent primary affects which are reactions to stimuli and become our feelings and develop into our more complex emotional life. He considered these as “amplifiers” which are the essential motivators of human behavior and influence drives/instincts. “Affect” is a more technical term than the others used in relation to feelings. Affect tends to refer to the earliest preverbal manifestations of feelings which are biological responses to stimuli (such as specific facial expressions seen in the preverbal child). Yet, even the term affect is sometimes also used to refer to aspects of our more complex emotional life, i.e. blends of feelings. Again, for the most part, these terms will be used here interchangeably in their everyday meaning. Can one “see” feelings? As we’ll show, in a sense one can: the earliest feelings are readily seen in the faces and bodily postures of infants and young children, prior to the cerebral cortex being able to override these expressions. Can one “hear” feelings? It certainly seems so-consider the cry of distress or the “roar of rage” of an infant or young child. Can one “feel” feelings? Certainly, in a very visceral way. Think about a major disappointment and the feeling in the pit of the stomach. Or a loss and the feelings of sadness (distress). If one is embarrassed, there is often a feeling of heat in the face, and blushing which leaves the face reddened.

One can also experience feelings through words; words can lend nuances of feelings to the primary affects as one develops. Various cultures have different vocabularies for feelings. For instance, some cultures may not have a word for depression (Ekman, 1998). However, cross-cultural studies show that feelings are universal—all human beings begin with the same set of feelings. Feelings are also observed, albeit indirectly, through symptoms. Physical symptoms such as hysterical paralyses (no neurological reason for the paralysis) convey important conflicted feelings internally. Breathing problems are another common symptom of feelings, such as intense distress or fear. Feelings offer us a wonderful opportunity to help people understand themselves and their lives and where they want to go. When feelings are appreciated and negotiated well, healthy development is enhanced. This is what Donald Winnicott referred to with the term, “facilitating environment” (1965). When feelings are not expresses or understood and trauma intervenes, then development can go off-track, and this can be seen in children as well as adults leading to clinical conditions. Feelings and colors: While perceptions of color are somewhat subjective, there are some color effects that have universal meaning. Colors in the red area of the color spectrum are known as warm colors and include red, orange, and yellow. These warm colors evoke emotions ranging from feelings of warmth and comfort to feelings of anger and hostility. Colors on the blue side of the spectrum are known as cool colors and include blue, purple, and green. These colors are often described as calm, but can also call to mind feelings of sadness or indifference. According to the various researches, the color that surrounds us in our daily lives has a profound effect on our mood and on our behavior (e.g., Babin, Hardesty, & Suter, 2003; Kwallek, Lewis, & Robbins, 1988; Kwallek, Woodson, Lewis, & Sales, 1997; Rosenstein, 1985). In clothing, interiors, landscape, and even natural light, a color can change our mood from sad to happy, from confusion to intelligence, from fear to confidence. According to Birren (2006), colors have many emotional impacts, namely, temperature, strong and weak, hard and soft, and active and calm. For hardness and softness, brightness and low saturation create a soft feeling, whereas dimness

and high saturation create a hard feeling. Also, weaker contrast and saturation convey calmness as opposed to stronger contrast and saturation, which convey activeness. Your feelings about color are often deeply personal and rooted in your own experience or culture. For example, while the color white is used in many Western countries to represent purity and innocence, it is seen as a symbol of mourning in many Eastern countries. Warm colors are those that are vivid in nature. He also asserted that warm colors, such as red and yellow, increase arousal more than cool colors, such as green and blue. Similarly, Pamuk and Göknar (2002, p. 204) define red by its own words as “I’m so fortunate to be red! I’m fiery. I’m strong. I know men take notice of me and that I cannot be resisted.” A study supporting this was conducted that focused on the effect on color on the mood of college students can be seen as follows: Kurt, S., Osueke, K., (February 28, 2014). The Effects of Color on the Moods of College Students. The research aims to discover the psychological effects of colors on individuals, using the students’ union complex in a university campus. A building was chosen based on its richness in color variances. The research method is survey, and questionnaires were drawn up and distributed to an even range of students, comprising both international and local students; undergraduate and graduate. Questionnaires have been collected and analyzed to find out the effects different colors had on students’ moods in different spaces of the students’ union complex. This research would contribute to understand more about colors and how they affect our feelings and therefore to make better decisions and increase the use of spaces when choosing colors for different spaces to suit the purpose for which they are designed. Color has been considered to be the most salient, resonant, and affective feature seen in human vision. This makes color a compelling visual cue for persuasive communication purposes such as conferring identity or novelty to an object or idea. Color contributes to the appreciation of and preference for products and plays an essential communication role, improving the efficacy of messages and increasing the likelihood of purchase. Recent studies on color affectivity have characterized the emotional profiles of color in terms of emotional dimensions, thus approaching the issue of the emotional influence of color attributes.

A study supporting this was conducted that focused on the emotional response to simple color stimuli can be seen as follows: Hyeon-Jeong SUK, Hans IRTEL. (2008). Emotional response to simple color stimuli. Kansei Engineering. The emotional responses to colors were examined in two experiments in order to discover the effect of stimulus contexts. In Experiment I, the emotional responses to 36 color stimuli were profiled in terms of valence (Cronbach’s a=0.793), arousal (a=0.880), and dominance (a=0.904) dimensions of emotion using the Self- Assessment-Manikin (SAM) scale (N=46). From the 36 color stimuli, 17 were selected in Experiment II, where subjects were shown not only 17 colors, but also other types of visual stimuli, such as eight pictures, nine film-clips, and nine adjectives (N=45). Between the two experiments, a Preliminary Test was conveyed in order to collect film-clips. Based on the SAM ratings, the emotional profiles of visual stimuli were characterized by dimensions of emotion, and the context effect was investigated by comparison to prior results: SAM ratings of the 17 identical colors from both experiments were compared. Judgmental shifts of the 17 colors were found out to be less arousing as color stimuli were shown in a stimulus context of Experiment II than in that of Experiment I (p<.05, two-tailed). Color plays a major role in marketing products. It has a major influencing effect on consumer buying behavior. It is a powerful marketing tool that significantly influences consumer purchases, so much so that it accounts for 85% of the reason why someone decides to purchase a product (Hemphill, 1996). Marketers must understand the psychology of color in order to use it effectively. Psychology of color is the study of hues as a determinant of human behavior. Color influences perceptions that are not obvious, such as the taste of food. Colors can also enhance the effectiveness of placebos. For example, red or orange pills are generally used as stimulants. Color can indeed influence a person; however, it is important to remember that these effects differ between people. Factors such as gender, age, and culture can influence how an individual perceives color. For instance, heterosexual men tend to report that red outfits enhance female attractiveness, while heterosexual females deny any outfit color impacting that of men. Psychology of color is also widely used in marketing and branding. Many marketers see color as an important part of marketing because color can be used to influence consumers' emotions and perceptions of goods and services. Companies also use color when deciding on brand logos. These logos seem to attract more customers when the color of the brand logo matches the personality

of the goods or services, such as the color pink being heavily used on Victoria's Secret branding. However, colors are not only important for logos and products, but also for window displays in stores. Research shows that warm colors tended to attract spontaneous purchasers, despite cooler colors being more favorable. A study supporting the effect of color influencing the consumers’ buying behavior can be seen as follows: Kumar, S., (2017). The Psychology of Color Influences Consumers’ Buying Behavior – A Diagnostic Study. Ushus-Journal of Business Management. 14(6). 1-13. Color plays an important role in marketing products. It is a powerful marketing tool that influences consumer purchases in many aspects. Marketers must explore the harmony of colors for successful marketing of products. Nearly all products sold today have colorful facades. Selecting the right colors to use has an enormous impact on product sales. While no single set of rules governs color choices, research has established general guidelines based on the principle of associative learning, the relationship between color and emotion. The researcher made a diagnostic study on the psychology of color influences consumers buying behavior. Secondary data has been extensively used in this research. Color properties like hue, saturation and value, were discussed. Usage of colors in the packing of products, how colors earn brand image to a product, how colors help marketers to communicate the brand to customers and how to match colors with customer’s personality are extensively discussed. Conclusions were drawn based on this diagnostic study. The aim of this study was to check the effect of color on feelings for which the hypotheses were: 1. Rating of feeling for red color will be significantly different from that of yellow color. 2. Rating of feeling for red color will be significantly different from that of white color. 3. Rating of feeling for red color will be significantly different from that of green color. 4. Rating of feeling for red color will be significantly different from that of blue color. 5. Rating of feeling for red color will be significantly different from that of

black color. 6. Rating of feeling for red color will be significantly different from that of grey color. 7. Rating of feeling for yellow color will be significantly different from that of white color. 8. Rating of feeling for yellow color will be significantly different from that of green color. 9. Rating of feeling for yellow color will be significantly different from that of blue color. 10. Rating of feeling for yellow color will be significantly different from that of black color. 11. Rating of feeling for yellow color will be significantly different from that of grey color. 12. Rating of feeling for white color will be significantly different from that of green color. 13. Rating of feeling for white color will be significantly different from that of blue color. 14. Rating of feeling for white color will be significantly different from that of black color. 15. Rating of feeling for white color will be significantly different from that of grey color. 16. Rating of feeling for green color will be significantly different from that of blue color. 17. Rating of feeling for green color will be significantly different from that of black color.

18. Rating of feeling for green color will be significantly different from that of grey color. 19. Rating of feeling for blue color will be significantly different from that of black color. 20. Rating of feeling for blue color will be significantly different from that of grey color. 21. Rating of feeling for black color will be significantly different from that of grey color. Method Subjects- Subjects for the study were 50 MA1 and MA2 students from Psychology department of Maharaja Sayajirao University of Baroda. There were 10 subjects in each of the 5 groups. Materials- The stimulus material presented was Power point presentation containing the slides of solid colors and a list of feelings presented by a projector on a white board. A stopwatch was used to keep a track of time of the presentation. Printed white pages containing personal information details, space to write down the initial response and introspective report questions, solid color cards, white pencils, pens were used to note down the response. Design- Dependent variable was the effect of colors on feeling, the change occurred in the feeling on the presentation of the different solid colors. The 7 solid colors were presented 3 times in a random manner. Independent variable was the nature of the colors presented. All the subjects had the same kind of exposure to the color slides in all the groups with a 30 second break given after each slide, the instructions were kept the same throughout. The control variables were, to avoid the effect of any other color, the subjects were asked to close his/her eyes for 30 seconds between the presentation of two solid colors, papers/cards used to rate the excitement level were of the same color as the solid color shown, Environmental factors like temperature, noise and light were kept in control, the list of feelings was written in black letters on white background and was shown after each color to all the groups to even out its effect on reactivity. A randomized group design was used. Procedure

The purpose of conducting this experiment was to study the effect of colors on feeling. The colors used were red, yellow, green, blue, white, black and grey. For this experiment, randomized group experimental design was used. The subjects were welcomed and made comfortable as they entered and then proper instructions were given about the experiment that was going to be conducted and the task they had to perform in the presentation form as well as verbal. After the subjects were ready, the experiment began. Firstly, they noted down their initial feeling and its intensity on a scale of 1-5. They were then presented with the first slide of the solid color for a time period of 10 seconds which they had to look at and take a feel of the color. Following the sold color slide, was a slide containing a list of feelings namely anger, calm, comfort, energy, power, exotic, unnatural, non-native, frustration, happy, love, negative, evil, neutral, relaxed, sadness, warmth. The subjects were asked to write down the feeling experienced from the list on the color card of the same color. The subjects were then asked to close their eyes for a period of 30 seconds to avoid the effect of any other color apart from the color presented. Similarly, all the colors were presented randomly for three times and the same procedure continued for all the 21 slides. The subjects were debriefed about the experiment after the conduction. Thus, the effect of colors on feeling of the subjects was studied. Results Rating of feeling: Paired t-test To study the effect of color on feelings paired t-test was used. The results are shown in Table 1.Table 2 indicates the mean for all seven colors in comparison, for all subjects. Table 3 graphically represents the colors that were prevalent in terms of higher intensity of feeling’ ratings irrespective of the nature of feelings. ‘*’ is put after ratings (with higher intensity of feeling) that significantly differ from the colors in comparison. In Table 1, Pair 1 indicates that the first hypothesis was rejected and there was no significant difference between the rating of feelings for color red from that of color yellow. (t (49) = .972, p>0.05), with mean for the former as 3.1867 and for the latter as 3.2900, giving a very minimal difference. However, Pair 2 tells us that there was a significant difference in the rating of feelings for colors red and white which makes our two tailed hypothesis 2 to be true (t (49) = 2.498, p<0.05), with white color’s mean as 3.4500. Therefore, we can say here that there was a difference seen in how people feel and rate those feelings when exposed to these two contrasting colors.


Hypothesis 3 was rejected for Pair 3 which showed no significant difference (t (49) = .143, p>0.05), in the means of responses for colors red and green with their means 3.1867 and 3.2033 respectively making a marginal difference between the two. Pair 4 gives out a high significant difference on the rating of feelings for red and blue respectively with means 3.1867 and 3.6400 (t (49) = 3.839, p<0.01) thus proving the 4th hypothesis correct. High aggregate scores for the color blue indicates higher intensity of feelings irrespective of the nature of feelings. Colors red and black give a significant difference in terms of rating of feelings too (t (49) = 2.147, p<0.05) with black’s mean calculated to be 3.4933 which suggest more intensity of feelings (rated) directed towards it. Thus, accepting the hypothesis 5. Pair 6, red and grey had no significant difference in the rating of feelings for the two colors, thus proving hypothesis 6 wrong, (t (49) = 1.435, p>0.05). Grey had a mean score of 3.0167 which is negligibly lesser than red’s mean score.
 Yellow and white made the 7th pair which also had no significant difference in rating of feelings for the two colors (t (49) = 1.3444, p>0.05) with proximate mean scores of 3.2900 and 3.6400 respectively. Therefore, hypothesis 7 was rejected. There was an insignificant difference seen in case of yellow and green colors in terms of rating the feeling (t (49) = .772, p>0.05), which rejected hypothesis 8 due to the negligible mean differences between 3.2900 and 3.2033 respectively. Pair 9 with yellow and blue, confirmed hypothesis 9, (t (29) = 2.843, p<=0.01) with blue’s mean score of 3.6400, indicating a significant difference in the rating preferences towards the color blue as compared to yellow irrespective of the quality of feeling being reported. Pair 10, with yellow and black colors indicated that there was an insignificant difference in the rating of feelings of the two colors (t (29) = 1.516, p>0.05), thus rejecting the 10th hypothesis stating that there would be a significant difference between the rating of feelings for color yellow from that of black color. Hypothesis 11 stated that there was a significant difference between the rating of feelings for color yellow from that of color grey. This hypothesis was accepted for the two colors with mean scores 3.2900 and 3.0167 respectively, (t (49) = 2.106, p p<0.05) indicating a rating preference towards yellow irrespective of the

descriptive feeling. Pair 12, white and green indicated an acceptance of the 12th hypothesis directing a significant difference between the average ratings of feeling for the two colors. (t (29) = 2.167, p<0.05). The mean score for white was 3.4500 and for green was 3.2033, suggesting that the color white had a higher intensity of rating than green, regardless of the feelings mentioned.
 Hypothesis 13 was rejected, suggesting that there was no significant difference between the rating of feelings in colors white and blue (t (49) = 1.788, p>0.05). The ratings were almost of the same intensity for the two colors as seen in the means of the two colors, 3.4500 and 3.6400 respectively. Although greater intensity was noted in the mean score of blue color. Pair 14, indicated that there was an insignificant difference between the rating of feelings for the two colors; white and black with mean scores of 3.4500 and 3.4933 respectively. (t (49) = .315, p>0.05). Pair 15, with white and grey, accepted the two tailed hypothesis 15 and indicated a strong significant difference in the rating of feelings for the two colors. (t (49) = 4.066, p<0.01) The mean score for the respective colors is 3.4500 and 3.0167 with a higher rating intensity trend towards white color. Hypothesis 16 stated that there was a significant difference between the rating of feelings for color green and from that of color blue. The mean scores for the two were 3.2033 and 3.6400 respectively with blue’s mean score higher than the former. It suggests that the feeling’s intensity in terms of rating was higher for the color blue than green. Therefore, the hypothesis was accepted. (t (49) = 3.907, p<0.01). Pair 17, consisted of green and black with mean scores 3.2033 and 3.4933 respectively. The 17th hypothesis stating that the two would have significant difference in the ranking of the feelings induced by each color was accepted and the intensity of ranking was seen to be higher in the case of black. (t (29) = 2.108, p,0.05) The 18th hypothesis was rejected. The pair 18 consisting of green and grey, had no significant difference in terms of ranking of feelings (t (49) = 1.534, p>0.05). 3.2033 and 3.0167 were the respective means with a negligible difference in intensity of feeling in terms of a rating. Pair 19, rejected the 19th hypothesis stating that there was insignificant difference

in rating the feelings for blue and black color with mean scores of 3.6400 and 3.4933 giving a minimal difference. (t (49) = 1.022, p>0.05). Pair 20 gave out a high significant difference on the rating of feelings for blue and grey respectively with means 3.6400 and 3.0167 (t (49) = 5.220, p<0.01) thus proving the 20th hypothesis correct. High aggregate scores for the color blue indicates higher intensity of feelings irrespective of the nature of feelings. Pair 21, with black and green, confirmed hypothesis 21, (t (29) = 3.561, p<0.01) with mean scores of 3.4933 and 3.0167 respectively, indicating a significant difference in the rating preferences towards the color black as compared to green irrespective of the quality of feeling being reported. By looking at table 3, we inferred that colors blue and white were significantly different from all the colors in comparison and induced the highest intensity of feeling (irrespective of the nature).
We also see blue and black as being highly rated in terms of feeling in comparison to the other colors. Colors green, red and grey did not significantly differ in ratings of feelings in comparison to the compared colors. Also, grey had not been rated highly at all, which made it the most unpopular choice in comparison to the other colors. Quality of feeling The subjects were asked to describe the quality of feeling after being exposed to each color for every trial from the list presented to them. The results are as follows, irrespective of the rating of feeling: With reference to Table A, the color red popularly induced a feeling of power amongst the subjects. 14.7% wrote power to describe the nature of feeling irrespective of the level/ rating for it. Other popular responses are of love, negativity, frustration and anger. While, the least popular responses to the color were feelings of comfort and evilness with 0.7% of subjects feeling them. Table B shows the quality of feelings induced by the color white. 31.3% of the subjects feel neutral, followed by 22% feeling calm. The least felt were feelings of negativity, exoticism and sadness with 0.7% responses for each. Color green, depicted in Table C had reported to be neutral for 14.7% of the responses irrespective of the intensity or ranking of the feeling, followed by feeling of warmth. The least picked out feelings were of negativity, anger, evilness and relaxed with just 0.7% of the responses.

Nature of feelings for color yellow is shown in table D. The highest quality of feelings that make 16.0% of the responses were of frustration and warmth. While the least felt feelings were that of love, exoticism, non- nativism comprising of 0.7% of responses. Table E shows quality of feelings for black. It gave a feeling of neutrality as high as 53.3%. Least picked qualities were of evilness and energy with 0.7% of responses. Table F depicts the nature of feelings for blue which highlights the feeling of happiness with 26.7% of the responses, followed by feeling of calmness (17.3%). The color gave the least feelings of anger, energy, frustration, negativity and exoticism (non- native/ unnatural) with 0.7% of subjects responding. Lastly, table G depicts the nature of feelings for Grey. 30.7% of the subjects under study chose the quality of feeling as neutral. The quality of evilness was least felt by the subjects comprising of 0.7% of responses.

Discussion The objective of the experiment is to study the effect of colors on feeling. For this, Randomized Group Experimental Design was used. Solid colors that we used in this study were red, yellow, blue, green, black, white and grey. Fifty students from the department of Psychology, were taken as subjects. Initially they were requested to write their present feeling and also rate its intensity on the scale of 1 to 5. Immediately after that, the experiment proceeded and slides of different solid colors were presented to them. They were also supposed to write the feeling that they felt and its intensity on the scale of 1 to 5 after the presentation of each slide. Likewise, the same procedure was continued till 21 slides. Through this study we are trying to find the difference in rating of feeling between two colors. Since the results obtained in Table 1 show that color red and color yellow are not significantly different., the first hypothesis is rejected that states that the rating of feeling for red color will be significantly different from that of yellow color. The second hypothesis is accepted. As according to the hypothesis, rating of feeling for red color will be significantly different from that of white color, and the results obtained in Table 1 also show that color red and color white are significantly different. According to the third hypothesis, rating of feeling for red color will be significantly different from that of green color, the results obtained in Table 1

show that color red and color green are not significantly different. Thus, the third hypothesis is rejected. The fourth hypothesis is accepted. As according to the hypothesis, rating of feeling for red color will be significantly different from that of blue color, and the results obtained in Table 1 also show that color red and color blue are significantly different. As the fifth hypothesis state that rating of feeling for red color will be significantly different from that of black color, and the results obtained in Table 1 also show that color red and color black are significantly different, the fifth hypothesis is accepted. The sixth hypothesis is rejected. As according to the hypothesis, rating of feeling for red color will be significantly different from that of grey color, but the results obtained in Table 1 shows that color red and color grey are not significantly different. The seventh hypothesis is rejected. As according to the hypothesis, rating of feeling for yellow color will be significantly different from that of white color, but the results obtained in Table 1 show that color yellow and color white are not significantly different. The eight hypothesis is rejected. As according to the hypothesis, rating of feeling for yellow color will be significantly different from that of green color, but the results obtained in Table 1 show that color yellow and color green are not significantly different. The ninth hypothesis is accepted. As according to the hypothesis, rating of feeling for yellow color will be significantly different from that of blue color, and the results obtained in Table 1 also show that color yellow and color blue are significantly different. The tenth hypothesis is rejected. As according to the hypothesis, rating of feeling for yellow color will be significantly different from that of black color, but the results obtained in Table 1 show that color yellow and color black are not significantly different. The eleventh hypothesis is accepted. As according to the hypothesis, rating of feeling for yellow color will be significantly different from that of grey color, and the results obtained in Table 1 also show that color yellow and color grey are significantly different.

The twelfth hypothesis is accepted. As according to the hypothesis, rating of feeling for white color will be significantly different from that of green color, and the results obtained in Table 1 also show that color white and color green are significantly different. The thirteenth hypothesis is rejected. As according to the hypothesis, rating of feeling for white color will be significantly different from that of blue color, but the results obtained in Table 1 show that color white and color blue are not significantly different. The fourteenth hypothesis is rejected. As according to the hypothesis, rating of feeling for white color will be significantly different from that of black color, but the results obtained in Table 1 show that color white and color black are not significantly different. The fifteenth hypothesis is accepted. As according to the hypothesis, rating of feeling for white color will be significantly different from that of grey color, and the results obtained in Table 1 also show that color white and color grey are significantly different. The sixteenth hypothesis is accepted. As according to the hypothesis, rating of feeling for green color will be significantly different from that of blue color, and the results obtained in Table 1 also show that color green and color blue are significantly different. The seventeenth hypothesis is accepted. As according to the hypothesis, rating of feeling for green color will be significantly different from that of black color, and the results obtained in Table 1 also show that color green and color black are significantly different. The eighteenth hypothesis is rejected. As according to the hypothesis, rating of feeling for green color will be significantly different from that of grey color, but the results obtained in Table 1 show that color green and color grey are not significantly different. The nineteenth hypothesis is rejected. As according to the hypothesis, rating of feeling for blue color will be significantly different from that of black color, but the results obtained in Table 1 show that color blue and color black are not significantly different. The twentieth hypothesis is accepted. As according to the hypothesis, rating of

feeling for blue color will be significantly different from that of grey color, and the results obtained in Table 1 also show that color blue and color grey are significantly different. The twenty-first hypothesis is accepted. As according to the hypothesis, rating of feeling for black color will be significantly different from that of green color, and the results obtained in Table 1 also show that color black and color green are significantly different. Now, discussing the rating of feeling of all the colors exposed to the subjects: If we refer to Table A, the feeling that is induced highly by the color red is power. Power is the only feeling that is highly felt by subjects irrespective of other popular responses like love, negativity, frustration and anger. There are others feelings/responses too which were felt/written by the subjects, but are less in percentage compared to power. According to Table B, the feeling that color white induced to the greater extent is neutral. The feeling that is then felt by subjects other than neutral is calm, yet comparatively lesser than neutral. The least felt feelings are of negativity, exoticism and sadness. Color green, according to Table C, highly depicts neutral feeling irrespective of the intensity or ranking of the feeling, followed by feeling of warmth. The feelings that is least felt by the subjects are negativity, anger, evilness and relaxed. Looking at Table D, the feeling highly felt by color yellow is frustration and warmth at equal intensities. While the least felt feelings are that of love, exoticism, non- nativism. Table E, here, shows high quality of neutral feelings induced by color black. Neutral feeling induced by color black is comparatively high than any other colors used in this study. It happened because of over availability of light in the room which eventually lead to inappropriate presentation of that color to the subjects. Least picked responses for color black were evilness and energy.
In Table F, the highly depicted feelings for color blue is happiness followed by feeling of calmness. The feelings that are least felt by the color blue are anger, energy, frustration, negativity and exoticism.
In Table G, the highly chosen quality of feeling for color grey is neutral. The quality of evilness was the feeling that is least felt by the subjects. A study by Nurlelawati Ab. Jalil, Rodzyah Mohd Yunus & Normahdiah S. Said (2012) focused on impact of colors on human behavior. The paper analyzed 40

previous color studies selected from various disciplines discussing previous methods and color effects in order to find its significant impact on humans. It reviewed factors such as type of setting, method of assessment, instruments and type of colors. Secondly, it discusses how colors or colored environment have influenced working performances; causing certain behavior; creating negative or positive perception to surroundings and task given; and influencing moods and emotions. Finally, this paper highlighted the potential scientific approach in finding color effects on human behavior. The paper summarized factors to be included for further steps of current investigation. 
 The result of this experiment support most of the theories related to color and feeling and state that the rate of feeling of one color would be different than the other color. It is studied that, colors blue, white and black show higher intensity of feelings rated irrespective of the nature. While grey has the least intensity in terms of rating of feelings followed by red and green. Yellow produced moderate intensity of ratings. By looking at nature of colors, it is evident that there is a difference in attributing feelings to colors. The study of effect of colors on feeling can be applied when planning on re-painting walls or redecorating a house or room with a new color scheme. Some of these suggestions about colors and how they might affect the feeling and mood can be considered. In marketing and advertising products, the color scheme would help to attract consumer’s attention. Can be used in the form of art therapy for calming/ relaxing clients during counselling sessions and help them while in anxiety, nervousness, depression etc.

References Hyeon-Jeong SUK, Hans IRTEL. (2008). Emotional response to simple color stimuli. Kansei Engineering. 7(2).181-188. Jalil, A., Yunus, R., & Said, N. (2012). Environmental Color Impact on Human Behavior. Procedia: Social and Behavioral Sciences, 35(1). 54-62. Kurt, S., Osueke, K., (2014). The Effects of Color on the Moods of College Students.

4(1).

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November

17,

2018

from

https://journals.sagepub.com/doi/full/10.1177/2158244014525423 Kumar, S., (2017). The Psychology of Color Influences Consumers’ Buying Behavior – A Diagnostic Study. Ushus-Journal of Business Management.

14(6). 1- 13. Retrieved November 14, 2018, from https://en.oxforddictionaries.com/definition/colour Retrieved November 14, 2018, from https://medicaldictionary.thefreedictionary.com/Color+science Retrieved November 14, 2018, from https://graf1x.com/color-psychologyemotion-meaning-poster/ Retrieved November 14, 2018, from http://www.colouraffects.co.uk/psychological-properties-of-colours/ Retrieved November 14, 2018, from https://www.britannica.com/science/feeling Retrieved November 14, 2018, from https://www.desertalchemy.com/article/reactivity/ Retrieved

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from

https://www.psychologytoday.com/us/blog/great-kids-greatparents/201603/what- are-feelings Retrieved November 14, 2018, from https://piktochart.com/blog/5-psychologystudies-that-tell-us-how-people- perceive-visual-information

Appendix Table 1 : Paired Samples Test Paired Differences

Mean Pair 1 Pair 2 Pair 3 Pair 4 Pair 5 Pair 6 Pair 7 Pair 8 Pair 9 Pair 10 Pair 11 Pair 12

Std. Deviatio n

Std. Error Mean

95% Confidence Interval of the Difference Lower Upper

r(avg) - y(avg) r(avg) - w(avg) r(avg) - gr(avg) r(avg) - b(avg) r(avg) - bl(avg) r(avg) - g(avg) y(avg) - w(avg) y(avg) - gr(avg) y(avg) - b(avg) y(avg) - bl(avg) y(avg) - g(avg) w(avg) gr(avg) Pair 13 w(avg) - b(avg) Pair 14 w(avg) bl(avg)

-.10333 -.26333 -.01667 -.45333 -.30667 .17000 -.16000 .08667 -.35000 -.20333 .27333

.75209 .74542 .82220 .83506 1.00979 .83740 .84177 .79343 .87043 .94838 .91768

.10636 .10542 .11628 .11810 .14281 .11843 .11904 .11221 .12310 .13412 .12978

-.31707 -.47518 -.25033 -.69065 -.59365 -.06799 -.39923 -.13882 -.59737 -.47286 .01253

.11041 -.05149 .21700 -.21601 -.01969 .40799 .07923 .31216 -.10263 .06619 .53413

-.972 -2.498 -.143 -3.839 -2.147 1.435 -1.344 .772 -2.843 -1.516 2.106

49 49 49 49 49 49 49 49 49 49 49

.336 .016 .887 .000 .037 .157 .185 .444 .006 .136 .040

.24667

.80478

.11381

.01795

.47538

2.167

49

.035

-.19000

.75142

.10627

-.40355

.02355

-1.788

49

.080

-.04333

.97171

.13742

-.31949

.23282

-.315

49

.754

Pair 15 w(avg) - g(avg) Pair 16 gr(avg) - b(avg) Pair 17 gr(avg) bl(avg) Pair 18 gr(avg) - g(avg) Pair 19 b(avg) - bl(avg) Pair 20 b(avg) - g(avg) Pair 21 bl(avg) - g(avg)

.43333 -.43667

.75368 .79031

.10659 .11177

.21914 -.66127

.64753 -.21206

4.066 -3.907

49 49

.000 .000

-.29000

.97288

.13759

-.56649

-.01351

-2.108

49

.040

.18667 .14667 .62333 .47667

.86021 1.01499 .84436 .94642

.12165 .14354 .11941 .13384

-.05780 -.14179 .38337 .20770

.43113 .43512 .86330 .74564

1.534 1.022 5.220 3.561

49 49 49 49

.131 .312 .000 .001

Table 2 : Paired Samples Statistics

Mean Pair 1

Pair 2 Pair 3

Pair 4

Pair 5

Pair 6 Pair 7

Pair 8 Pair 9 Pair 10 Pair 11 Pair 12 Pair 13

Pair 14

Pair 15

N

r(avg) 3.1867 50 .13575 y(avg) 3.2900 .14165 r(avg) 3.1867 50 w(avg) 3.4500 50 r(avg) 3.1867 50 .13575 gr(avg) 3.2033 .13463 r(avg) 3.1867 50 .13575 b(avg) 3.6400 .14344 r(avg) 3.1867 50 .13575 bl(avg) 3.4933 .16085 r(avg) 3.1867 50 g(avg) 3.0167 50 y(avg) 3.2900 50 w(avg) 3.4500 50 .13853 y(avg) 3.2900 50 gr(avg) 3.2033 50 y(avg) 3.2900 50 b(avg) 3.6400 50 y(avg) 3.2900 50 bl(avg) 3.4933 50 y(avg) 3.2900 50 g(avg) 3.0167 50 w(avg) 3.4500 50 gr(avg) 3.2033 50 w(avg) 3.4500 50 .13853 b(avg) 3.6400 .14344 w(avg) 3.4500 50 .13853 bl(avg) 3.4933 .16085 w(avg) 3.4500 50 g(avg) 3.0167 50

Std. Deviation

Std. Error Mean

.95988 50 1.00159 .95988 .13575 .97952 .13853 .95988 50 .95196 .95988 50 1.01427 .95988 50 1.13737 .95988 1.01923 1.00159 .97952

.13575 .14414 .14165

1.00159 .14165 .95196 .13463 1.00159 .14165 1.01427 .14344 1.00159 .14165 1.13737 .16085 1.00159 .14165 1.01923 .14414 .97952 .13853 .95196 .13463 .97952 50 1.01427 .97952 50 1.13737 .97952 1.01923

.13853 .14414

Pair 16

gr(avg) 3.2033 50 .13463 b(avg) 3.6400 .14344 Pair 17 gr(avg) 3.2033 50 .13463 bl(avg) 3.4933 .16085 Pair 18 gr(avg) 3.2033 50 g(avg) 3.0167 50

.95196 50 1.01427 .95196 50 1.13737 .95196 1.01923

.13463 .14414

Pair 19

b(avg) bl(avg) Pair 20 b(avg) g(avg) Pair 21 bl(avg) g(avg)

3.6400 3.4933 3.6400 3.0167 3.4933

50 50 50 50 50

1.01427 1.13737 1.01427 1.01923 1.13737

.14344 .16085 .14344 .14414 .16085

3.0167

50

1.01923

.14414

Table 3: Intensity of feeling’ rating for colors Colors

r

y

w

gr

r y

1

w

1*

gr

1

b

1*

1*

1

1*

bl

1

1

1

1*

1

b

bl

g

Total

1

1 1*

1 3

1*

1*

4

1

2

1

5 1

5

g

Table A : Nature of feelings for Red Frequency Percent Valid Anger Calm Comfort Energy Evil Exotic Frustration Happy Love

Valid Percent

Cumulative Percent

18 2

12.0 1.3

12.0 1.3

12.0 13.3

1 9 1 3 18 6 19

.7 6.0 .7 2.0 12.0 4.0 12.7

.7 6.0 .7 2.0 12.0 4.0 12.7

14.0 20.0 20.7 22.7 34.7 38.7 51.3

Negative Neutral Power Relaxed Sadness Unnatural Warm Total

19 10 22 3 5 3 11

12.7 6.7 14.7 2.0 3.3 2.0 7.3

12.7 6.7 14.7 2.0 3.3 2.0 7.3

150

100.0

100.0

64.0 70.7 85.3 87.3 90.7 92.7 100.0

Table B : Nature of feelings for White Frequenc y Percent Valid Anger Calm comfort Comfort Energy

Valid Percent

Cumulati ve Percent

2 33 2 16 2

1.3 22.0 1.3 10.7 1.3

1.3 22.0 1.3 10.7 1.3

1.3 23.3 24.7 35.3 36.7

Exotic Frustration Happy Love Negative Neutral Power

1 2 8 5 1 47 2

.7 1.3 5.3 3.3 .7 31.3 1.3

.7 1.3 5.3 3.3 .7 31.3 1.3

37.3 38.7 44.0 47.3 48.0 79.3 80.7

Relaxed Sadness

18 1

12.0 .7

12.0 .7

92.7 93.3

2 8

1.3 5.3

1.3 5.3

94.7 100.0

150

100.0

100.0

Unnatural Warm Total

Table C : Nature of feelings for Green Frequency Percent

Valid Cumulative Percent Percent

Valid Anger Calm Comfort Energy Evil Exotic Frustration Happy Love Negative Neutral Power Relax Relaxed Sadness Warm Total

1 12 15 13 1 13 9 13 8

.7 8.0 10.0 8.7 .7 8.7 6.0 8.7 5.3

.7 8.0 10.0 8.7 .7 8.7 6.0 8.7 5.3

.7 8.7 18.7 27.3 28.0 36.7 42.7 51.3 56.7

1 22 10 1 11 2 18

.7 14.7 6.7 .7 7.3 1.3 12.0

.7 14.7 6.7 .7 7.3 1.3 12.0

57.3 72.0 78.7 79.3 86.7 88.0 100.0

150

100.0

100.0

Table D : Nature of feelings for Yellow Frequency Percent Valid Anger Calm Comfort Energy Evil Exotic Frustration Happy Love Negative Neutral

Valid Percent

Cumulative Percent

7 4 2 15

4.7 2.7 1.3 10.0

4.7 2.7 1.3 10.0

4.7 7.3 8.7 18.7

1 14 24 11 1 7 13

.7 9.3 16.0 7.3 .7 4.7 8.7

.7 9.3 16.0 7.3 .7 4.7 8.7

19.3 28.7 44.7 52.0 52.7 57.3 66.0

Non-native Nonnative Power Relaxed Sadness Unnatural Warm Total

1 1 11 3 2 9 24

.7 .7 7.3 2.0 1.3 6.0 16.0

.7 .7 7.3 2.0 1.3 6.0 16.0

150

100.0

100.0

66.7 67.3 74.7 76.7 78.0 84.0 100.0

Table E : Nature of feelings for Black Valid Cumulative Frequency Percent Percent Percent Valid Anger Calm Comfort Energy Evil Frustration Happy Love Negative Neutral Power Relaxed Sadness Unnatural Warm Total

2 3 4 1 1 6

1.3 2.0 2.7 .7 .7 4.0

1.3 2.0 2.7 .7 .7 4.0

1.3 3.3 6.0 6.7 7.3 11.3

2 2 12 80 4 10 13 5 5

1.3 1.3 8.0 53.3 2.7 6.7 8.7 3.3 3.3

1.3 1.3 8.0 53.3 2.7 6.7 8.7 3.3 3.3

12.7 14.0 22.0 75.3 78.0 84.7 93.3 96.7 100.0

150

100.0

100.0

Table F : Nature of feelings for Blue Frequency Percent Valid Anger Calm

1 26

.7 17.3

Valid Cumulative Percent Percent .7 17.3

.7 18.0

Comfort Energy Exotic Frustration Frustration Happy Love Negative Neutral

15 1 2 1 2 40 8 1 9

10.0 .7 1.3 .7 1.3 26.7 5.3 .7 6.0

10.0 .7 1.3 .7 1.3 26.7 5.3 .7 6.0

28.0 28.7 30.0 30.7 32.0 58.7 64.0 64.7 70.7

Non-Native Power Relaxed Sadness Unnatural Warm

1 5 21 2 1 14

.7 3.3 14.0 1.3 .7 9.3

.7 3.3 14.0 1.3 .7 9.3

71.3 74.7 88.7 90.0 90.7 100.0

150

100.0

100.0

Total

Table G : Nature of feelings for Grey Frequency Valid Anger Calm

Percent

Valid Percent

Cumulative Percent

5

3.3

3.3

3.3

11

7.3

7.3

10.7

7 1 1 9 2

4.7 .7 .7 6.0 1.3

4.7 .7 .7 6.0 1.3

15.3 16.0 16.7 22.7 24.0

10

6.7

6.7

30.7

Love

2

1.3

1.3

32.0

Negative 37.3 neutral 38.0

8

5.3

5.3

Comfort Comfort Evil Exotic Frustration Happy

Neutral Power Relaxed

1 46 2 8

.7 30.7 1.3 5.3

.7 30.7 1.3 5.3

68.7 70.0 75.3

Sadness Unnatural Warm Total

21 2 14 150

14.0 1.3 9.3 100.0

14.0 1.3 9.3 100.0

89.3 90.7 100.0