How Colors Affect You: What Science Reveals -William Lidwell

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How Colors Affect You: What Science Reveals
Being able to shape people’s perspectives through your palette preference? Color us impressed.

LECTURE (6)
01:The Meanings of Color
Begin your exploration of how colors affect you with a look at the general science behind color, first uncovered during landmark experiments by Isaac Newton. Then, investigate the pervasive power of color on human behavior with a close look at how color shapes our perception of what food tastes like. Finally, with the aid of intriguing experiments and illuminating case studies, discover the three core ideas that form the foundation of how all humans perceive, interpret, and respond to color.
 
02:The Black and White Lecture
Contrary to what you may think, black and white are colors like any other when examined from the perspective of what your brain sees. In fact, they’re the only true universal colors. In this fascinating lecture, Professor Lidwell takes you inside the meanings behind these two elemental colors. You focus on two specific contexts for black and white: competitive contexts (where black signals aggression and white signals submission) and moral contexts (where black signals evil and white signals goodness).

03:The Red Lecture
Turn now to the color red, which holds a unique place in the pantheon of colors, thanks to its primal significance in expressing fear, strength, beauty, status, and passion. What do we know with confidence about the meanings behind the color red? Find out by examining several powerful examples of the color red at work: in competitive situations, where it signals dominance; in mating and courtship roles, where it represents male status and female fertility; and in more general situations, where it signals danger and avoidance.

04:The Yellow Lecture
Why is yellow the most vibrant color to the human eye? How does the human eye detect yellow wavelengths so effectively? Why is there such a fine line between “good” and “bad” shades of yellow? When does yellow signal health or weakness, happiness or danger? How can it work to help increase cognitive performance? Find the answers to these and other provocative questions in this richly detailed and rewarding lecture on one of nature’s most powerful colors.

05:The Green Lecture
Life. Fertility. Envy. Success. These are just a few of the many common associations the brain makes with the color green. Here, Professor Lidwell takes you even deeper into this lush color, guiding you through an exploration of two lesser-known contexts of green: as a way to foster creativity and a way to reduce anxiety and mental fatigue. You’ll also get a chance to probe some more anecdotal (but self-evident) psychological associations with green, including the ways it signals “naturalness” and “approach.”

06:The Blue Lecture
In this final lecture, focus on the last color in the logical color sequence and one of the most commonly chosen favorite colors throughout the world: blue. As you’ll discover, there are some interesting and unique properties of the color blue that set it apart from other colors and make it seem, in some respects, almost magical. You’ll learn about the ways blue fosters and promotes openness and creativity; friendliness and peacefulness; alertness and well-being; and also sadness and melancholy.

DETAILS

Overview
Discover how color influences your brain-and how you can use those insights to your advantage-in this eye-opening course from a best-selling author and expert on design.

About
William Lidwell

Did you know that pink rooms will not calm aggressive prisoners or zap the strength of opposing teams, and yellow walls in the nursery will not cause babies to cry more often?

ALMA MATER
University of Houston, Clear Lake

INSTITUTION
University of Houston

Professor William Lidwell lectures at the Gerald D. Hines College of Architecture at the University of Houston. He also serves as Director of Innovation and Development at the Stuff Creators Design Studio in Houston, Texas. He earned his B.A. in Psychology from Texas State University and his M.S. in Interaction and Instructional Design from the University of Houston-Clear Lake. A designer, teacher, and author, Professor Lidwell has over 20 years of experience working in product design and user interaction. He frequently consults on matters of design and consumer experience with leading firms, including Harrah’s, IKEA, Merrill Lynch, and Procter & Gamble. He also founded and has supported numerous start-up companies, ranging from online learning environments to heirloom furniture design stores to food trucks. Professor Lidwell is the author of the best-selling design guide Universal Principles of Design, which has been translated into more than 20 languages. He has written and edited other works, including Deconstructing Product Design, the Makeshift column for MAKE Magazine, and Guidelines for Excellence in Management.

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