The surprising effect of colour

It all comes down to colour psychology, a phenomenon that explains how different colours have different effects on us.

Lien Potgieter, head of Marketing at Medihelp Medical Aid by day, and colour therapist and organiser of South Africa’s first ever Colour Summit by night, explains that we’re often not even aware of this effect.

“Imagine, for example, you walk into a yellow room. Suddenly, you feel nauseous. Unless you are attuned to your body and its response to colour, you may not realise that this is because yellow perhaps has a connection to a past trauma.

“Or it may be that you are not ready for the gifts typically associated with the colour. In this case, yellow represents happiness, a desire to learn new things and intellect. So, maybe you are experiencing a crisis of confidence that makes you less receptive to new things.”

How to use colour

You might not realise how colour is affecting various aspects of your life, from your mood and emotions to physical signs like heart rate, but marketers certainly do.

And they’re quick to take advantage. For example, there’s a reason why many of your favourite fast food chains feature red in their logos. Lien explains, “Red is not only known to increase your appetite; it also makes you move quickly.”

In other words, if you frequent a fast food restaurant decorated in red, you’re likely to eat more than you usually would and vacate your table shortly after. This leaves it free for the next customer, so the restaurant can make more money. Green is another colour that marketers often leverage because of its association with nature and health. Often, it’s used to indicate that a product is good for you – even if it isn’t!

That said, the use of colour isn’t always manipulative. Colour can also be used in very positive ways. For instance, says Lien, you can learn how to use colour to enhance your mood. Here’s how:

• Because it is associated with our will to survive, red can be very motivating.
• Found throughout nature (in the sea and sky, for instance), blue is extremely calming.
• The colour of all that grows, green, can improve mood and boost creativity.

Get more colour in your life

How can you introduce the beneficial effects of colour into your life? Lien suggests starting with your plate. Try to ‘eat the rainbow’ by feasting on ruby strawberries, pineapple the colour of sunshine and bright orange carrots, for example. Then, consider incorporating colour in your wardrobe.

“Many of us, especially in corporate, keep our clothes black, white, and grey. But including colour can instantly make you feel great. Choose specific colours according to your intention.”

Colour in action

Medihelp recently saw the effects of colour psychology in action when it joined forces with Mimosa School to host an outreach for Bekezela crèche, an early childhood development centre serving the children of a community of reclaimers in Johannesburg.

To help the children celebrate Mandela Day, Medihelp’s team donated white sneakers, paint, and glitter to each child at the crèche, inviting them to use the shoes as a canvas for self-expression. “It was fascinating to see how the children responded to the opportunity.

“We noticed that the more outgoing children chose bolder colours, applying them in bright splashes, while quieter children were more restrained in their choices.

“In all cases, though, it was wonderful to see their reaction to colour and how they embraced the chance to make something all their own,” says Carina Groothof, marketing practitioner at Medihelp. Carina reveals that Medihelp is currently planning another colour therapy intervention, this time working with a community in the Western Cape.

This is just one example of the many ways Medihelp is reaching out to communities. Another of its key undertakings, explains Carina, is its support of My Walk, an initiative formed by Netcare and Adcock Ingram to recycle medical waste (like syringes and drop bags) into school shoes.

“We have donated 3 000 pairs of shoes through this wonderful initiative,” Carina enthuses, adding that the shoes have been distributed to rural schools throughout the country thanks to Medihelp’s distribution partner, Samaritans Feet.

“We love supporting My Walk, because it speaks to two objectives close to our heart: reducing the environmental impact of the medical industry and promoting education in South Africa. It’s a sad fact that a large number of South African children cannot afford school shoes. Many of those same children walk to school. And so, the gift of shoes means that they are able to attend their lessons and keep up their education,” Carina concludes.