6. Color Power

What can brown do for you? How about pink? Red? Orange? Some organizations work hard to “own” a color and make it a foundational element of their brand. Clinical and anecdotal tests on color psychology and emotion have led to the development of widely accepted theories about color. That’s why schools and hospitals favor teal paint for interior walls to make people feel calm, while restaurants are more likely to choose red interiors to make people feel hungry. But the power of certain colors changes over time and across cultures.

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