The Psychology of Light and Color

Light stimulates brain activity, increasing energy, making it easier to recall messages.Light has a profoundly powerful influence on not just our psyche, but also on our emotions and physical health. To understand the power of light, you should consider three main qualities of light…lumens, saturation and hue.

LUMENS. The amount of light given off by a light source is called brightness and commonly expressed in lumens or lux. The brightness of light can influence our emotions directly. You might note more intense emotions in brighter light while low light often steadies your emotions.

How can this translate to sales?

We tend to make more rational decisions in low light and often find it easier to agree with others in negotiations. By contrast, brighter lights encourage immediate action and trigger more impulsive decision-making. This is why LED signage is so often used in the high-end retail and sports industries.

The emotion of color

SATURATION. Let's consider the second aspect of color…saturation. This refers to the intensity of a color. More heavily saturated hues can amplify our emotions while muted colors have the opposite effect. When applying back light, we find it more effective to increase the saturation of your prints to amplify their emotional impact.

The energy of color

HUE. Do you ever feel a bit sluggish or stoic in low light? Have you ever thought about why places that want more impulsive decision-making surround their spaces with lots of bright, blue lights? Or maybe why fine dining restaurants use a lot of red light in their spaces? This is where hue comes into play. Hue is defined as a color or shade. Blue/white light has been found to encourage energy…so much so that it can actually disrupt sleep patters if exposed at bedtime because it suppresses melatonin levels. Brains cells also tend to be most sensitive to blue wavelengths. Blue wavelengths can even impact the circadian rhythms of those who are blind!

By contrast, red wavelengths have been found to increase the secretion of melatonin. It slows us down. As a result, it has been known to improve mental health, encourage better sleep at night and improve cognition and overall mental well-being. Fine dining restaurants use red light and coloration in their decor because studies have shown it can actually increase appetite! And slow, methodical eating means longer meals, more social interaction and more alcohol sales!

Concluding thoughts…

How have you used light in your workplace or in your own home? If you haven't considered it, you should! You're missing out on a powerful and influential tool! Interested in learning how your wall art can start changing the way you work, shop, rest and play? Invite our installers out for a free demo and let us help you find the perfect LED compliment to your space!