REINING IN ACCURACY FOR COLOR MANAGEMENT

Psychological research indicates that as our brains decode color messages from our eyes, our endocrine and pituitary glands are stimulated, thereby eliciting emotional responses. While the science of color perception is far from exact, it is widely accepted that we are subject to unconscious biases and preferences based on colors. It is also known that the effects are cultural or demographic. For example, white denotes purity in many western cultures, but it is the color of mourning in the East. My grandmother might shy away from a bright blue beverage, but my preteen son will gulp it down without a thought.