28 February 2020 What sensations do colors convey to the brain?
Every new area of knowledge requires diverse research on results collected from the most different sources of information, so that we can nourish ourselves with consolidated data. Neuroarchitecture and neurodesign are no exception.
Its applicability goes through the most different studies developed by areas that show interests in human behavior such as Psychology, Marketing, among others. Therefore, it is necessary to be attentive to the results obtained by these areas so that they can be applied to the project of the architect and designer who seek to act within the neuroarchitecture/neurodesign aspect.
We are often able to find the answers we seek in a much simpler way than the thorough investigation of scientific articles. Journalism dedicated to the dissemination of science has facilitated this access and has transformed theoretical language into something widely assimilable.
Proof of this is in the central theme of this article: “como as cores transmitem sensações ao cérebro” (“how colors transmit sensations to the brain”, in English). The notes were based on a column called Neurociência na prática, maintained by the magazine Pequenas Empresas & Grandes Negócios and signed by Heloíza Camargo and Sérgio Tauhata. Shall we find out about it together?
The colors and the sensations they convey
Very important information for professionals in architecture and interior design because they are dedicated to creating real scenarios where colors are a fundamental element of the creative process.
Laboratory studies have mapped the effects of such colors on the brain and the following results will help you to think about the projects within the desired result. Check out:
- Black
Affected part:
The black color directly awakens the part of the brain called the amygdala, which is responsible for regulating sexual behavior, aggressiveness, fear, and emotional memory.
Response transmitted:
It is associated with mystery, curiosity or superiority. It also conveys a sense of nobility and distinction.
- Grey
Affected part:
It reaches the putamen, which coordinates the distribution of the neurotransmitter dopamine, responsible for the sensation of pleasure and satisfaction.
Response transmitted:
It represents balance, tranquility or even neutrality.
- Brown
Affected part:
It acts directly on the limbic system, responsible for coordinating emotions.
Response transmitted:
Color directly linked to conservatism.
- Red
Affected part:
Like black, the color red also acts directly on the amygdala, which is responsible for regulating sexual behavior, aggressiveness, fear, and emotional memory. It also activates the Nucleus Accumbens, linked to the sensation of pleasure
Response transmitted:
Red is interpreted by the brain as a sexual element, transmitting excitement, virility, and dynamism.
- Pink
Affected part:
It affects the ventral tegmental area, associated with the feeling of satiety from hunger, thirst, and sex.
Response transmitted:
Light tones give the impression of innocence. The medium tones are associated with femininity and the breaking of prejudice. While the pink tone impresses the desire to initiate individual actions.
- Purple
Affected part:
It directly affects the frontal pole – linked to the planning of actions, movements, and abstract thoughts.
Response transmitted:
It may refer to mystery, but it is also related to calm and to common sense. It also suggests creativity and wisdom.
- Yellow
Affected part:
It directly affects the reward system, responsible for reproducing the pleasurable experience.
Response transmitted:
It sends the message of transparency in negotiations or focus on profits. It suggests optimism, clarity, and warmth.
- Orange
Affected part:
It directly affects the reward system, responsible for reproducing the pleasurable experience.
Response transmitted:
It suggests trust, friendship, and joy. It stimulates areas of life that require change, expansion, and dynamism.
- Green
Affected part:
It reaches the prefrontal cortex linked to decisions, abstract, creative thinking, and affective responses.
Response transmitted:
It refers to nature, the feeling of freshness, harmony, and balance. It reinforces the idea of ponderation and consistency.
- Blue
Affected part:
It reaches the prefrontal cortex in the part responsible for logical reasoning and communicative competence.
Response transmitted:
Dark tones refer to power. Lighter shades convey freshness and hygiene. This color in its different nuances is associated with productivity and success.
- White
Affected part:
It affects the left cerebral cortex, responsible for logical reasoning and communicative competence.
Response transmitted:
Suggests purity, creates impression of luminosity. Associated with other colors, it provides harmony.
Given this color guide and its effects on the human nervous system, it is possible to make the most assertive choice, taking into account the desired results in the projected environments.