Evolution did not give us the ability to perceive color for aesthetic reasons! — It was, and still is, a survival advantage. Colors warn us of danger, help us assess the quality of food, and influence our social behavior.
The way we perceive colors determines whether we feel safe in a given environment, whether we find a person likable, or whether we intuitively develop trust in a brand or product. Colors stimulate our autonomic nervous system, influence the release of hormones and neurotransmitters, and thereby alter both our mental state and our physical condition.
Colors are a means of communication we cannot escape. While we can consciously remain silent or choose our words carefully in spoken language, colors have an inescapable effect—the moment we are seen. Whether in a room full of people, during a fleeting encounter, or even subtly in the background of a video conference: Colors always reveal something about us, whether we want them to or not.
Media scholar Marshall McLuhan put it aptly: “The medium is the message.” (Colors aren’t just part of the message—they are the message.)
You can listen to the podcast in the Radiowissen Bayern 2 media library.
Excerpt from my new book: The Big Book of Color Psychology. Droemer Knauer Available in bookstores starting October 1, 2025
