And I always thought us creative types looked best in black.

It seems a recent study on color in the workplace would disagree.  In a story from Science Magazine, there seems to be definitive statistics to show that red is the color of detail, and blue is the color of creativity.  Researchers at the University of British Columbia state their findings showed “red groups” doing better on tests of recall and attention to detail, while “blue groups” did better using imagination and creativity.

The researchers deduce that these color associations might be hardwired into our psyches due to links with expected connections.  For example, red is associated with danger and the red ink of mistakes, which cues us to be more attentive and careful.  Blue is associated with the tranquil color of the sky and the ocean, which tend to bring us more open-ended thinking.

Funny how the world’s leaders in color disagree on this subject:

According to paint manufacturer Sherman Williams, “Heat may be counteracted by the use of light blues; high-pitched noises by olive greens; sweet odors by greens and blues; and dampness by yellows and tans.”

Our friends at Pantone say, “Productivity is not about the “formula” color that works every time in every situation. When you seek your own comfort level, use the colors that are suggestive of a theme and utilize them in your workspace. You cannot help but be more productive.”

Even Microsoft Office weighs in on the subject:  “Research has, for instance, led many employers to use a green color scheme in the workplace, as there is evidence to suggest that this results in less absenteeism through illness. At the University of Iowa, Hawkeye Coach Hayden Fry had the locker room used by visiting teams painted pink, on the basis of research that showed pink surroundings have the effect of reducing aggression!”

In advertising, we do know that colors affect some of the way in which viewers of ads respond.  A recent article on this study of color and creativity in the New York Times offers the following:

• Ads emphasizing “avoidance” actions like cavity prevention do better on red backgrounds
• Ads focused on “positive” actions like tooth whitening do better on blue backgrounds
• Restaurant marketers use this knowledge very successfully, and know that yellow urges guests to eat more (hello McDonald’s)

So I guess blue is the new black. Damn — now I have to completely rethink my wardrobe.

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