niektoré z farebných trendov skutočne prichádzajú až k psychologickým a emočným reakciám ľudí
Existujú dané aspekty základných farieb.
Kombinácia modrej so žltou vytvára napríklad zelenú farbu. Červená znamená stop, zelená znamená ísť. Samotný vstup farby do ľudského oka pochádza zo stimulácie buniek kužeľa, spôsobených vlnami viditeľného svetla.
Nie každý však vidí farby rovnakým spôsobom. Farebná slepota je jedným z príkladov, keď ľudia fyzicky vnímajú a rozlišujú odtiene, ktoré môžu byť pre ostatných úplne nedostupné. Z psychologického hľadiska môžu farby vyvolávať rôzne emócie a ovplyvňovať správanie, a to až do tej miery, že sa vytvorili študijné odbory na analýzu preferencií a asociácií farieb. To všetko je v záujme lepšieho porozumenia a samozrejme presvedčenia potenciálnych kupcov tovaru a služieb.
Farebné trendy dokonca ovplyvňujú nálady a postoje spoločnosti v tom čase. Z historického hľadiska sú farby viazané na určité desaťročia alebo roky – do výkyvov 60. rokov 20. storočia sa do popredia dostávali jasné a „psychedelické“ odtiene, zatiaľ čo recesia a environmentálne pohyby v 70. rokoch spôsobili tlmené zemité tóny. O Pantoneovom výbere Farba roka 2017 – Zeleň, sa hovorí, že odráža súčasnú kultúrnu klímu minimalizmu, zdravšieho životného štýlu a návratu do prírody.
Jednotlivo môžu ľudia silne spájať farby s určitými okamihmi alebo pocitmi, a to sa často prejavuje v odtieňoch vybraných pre univerzitné a vysoké školy, nemocnice, maloobchod a ďalšie odvetvia stavebníctva. Neutrálne farby a jemné farby sú významné v miestnostiach pre pacientov a v čakacích priestoroch pre rodiny, ktoré vytvárajú pokojné prostredie bez stresu, zatiaľ čo odvážne a žiarivé farby v školských areáloch posilňujú poslanie a ducha univerzity pre študentov, fakulty a návštevníkov.
Tiež sa uvádza, že rod ovplyvňuje vnímanie farieb. U mužov je oveľa pravdepodobnejšie, že budú slepí ako ženy, pričom až 8 percent mužov (v porovnaní s 0,5 percentami žien) má červeno-zelenú slepotu. O ženách sa tiež hovorí, že sú schopné vidieť širšiu škálu farieb ako muži a dokážu rozlišovať medzi farbami, ako aj vnímať jemnejšie zmeny farieb.
„Keď sa pozrieme na farbu, je to prirodzene v nás. Len reagujeme na farby iným spôsobom. Je to zásadnejšia psychologická reakcia, “hovorí Kim. „Keď vidíte červenú, vidíte naliehavosť, napríklad požiar alebo hasiaci prístroj červený, zatiaľ čo nemocnice majú tendenciu byť biele a modré, pretože to musí byť čisté, neutrálne a príjemné prostredie. Niektoré farby majú vlastnosti, ktoré vyjadrujú náladu a funkciu a prínos, ktorý chcete potlačiť. “
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