In the frenzied pace of modern life, the attitude to such a simple and important act as eating has changed significantly compared to the past. In developed countries, there is no shortage in stores and, consequently, in consumers ‘ refrigerators. They are produced in a huge and diverse range, beautifully packaged, constantly advertised. And we eat more often and more than is required not exhausted by work and sports, not exhausted by the body. Why is this happening?
Harald Braham-graphic designer, advertising consultant and creative director of international advertising agencies (including Young & Rubicon, J. W. Thompson), member of the expert board of the Professional Association of German Psychologists BDP. In his book “The Psychology of Color”, he answers this question: “Colors are directly involved in the biochemical and physiological processes that occur in our body, we just do not notice it. They can contribute to increased breathing, heartbeat, pulse … cause a feeling of cold or warm, arouse thirst or hunger, calm or, conversely, provoke aggression…”. In simple words-they are one of the important stimulants of our appetite. Visiting public catering establishments-fine restaurants, atmospheric cafes, simple railway station and market “eateries”, stocking up on delicacies and banal pasta in giant hypermarkets and small shops, we are used to a variety of interiors, showcases, packaging. We almost do not pay attention to this colorful sea. Meanwhile, competent marketers treat the color palette as an effective marketing tool.
It is the color of life itself – the hot blood that can sate the primitive hunter, the warming fire, the burning passion of love. It has been significant for human society since ancient times. Among our contemporaries, according to Braham, it is ” associated with good health, energy, self-confidence and high performance.” It excites and stimulates, increases the heart rate, and even increases blood pressure. It is often used for packaging materials intended for sweets and spices
It also increases the activity of brain cells. Many people are not able to stay for a long time in rooms with bright scarlet, maroon walls or furniture-they feel restless, tense, psychological discomfort, and strive to get into a more calm and neutral environment. What do you think, is it by chance that in dining rooms and all sorts of bistros, the walls are decorated with shades of scarlet? It is assumed that the guests will quickly satisfy their hunger (and order more than they expected) – and quickly leave, giving the place to the next ones. And the presence of red in the interiors and on the packaging of such popular fast food chains as KFC and McDonald’s is also no coincidence!
Yellow, giving positive emotions
Warm, sunny, golden, most of it is associated with hot summers, holidays, beaches. It promotes the production of endorphins-hormones of joy, and a happy, cheerful person has a great appetite. This color is also useful for vegetables and fruits – pumpkin, peppers, corn, turnips, sweet potatoes, melons, peaches, mangoes, apricots, papayas, nectarines, bananas, and some varieties of apples. It also activates the thinking and nervous system. All those who are in such an environment eat well, communicate productively and kindly. This is often the way to design salons and meeting rooms for business communication.
Orange, which increases the tone
It is also considered one of the most “delicious”. Citrus fruits, melon, persimmon, sea buckthorn, sweet pepper, pineapple pulp… In people who eat in rooms with orange-colored walls or furniture, the glands that secrete gastric juice function quickly. Also, this tone increases the blood supply to the brain, spurs the mind, and invigorates. Being a mixture of yellow and red, it is not as aggressive as the second, works more gently, does not give the effect of strong overexcitation, does not strain.
It is interesting that it was the famous guru Osho (Bhagwan Sri Rajneesh) who preferred it “for the image”, a hoaxer who skillfully saved his wealthy students from unnecessary finances. And it’s not because Buddhists love it. This tone was present in the decoration of ashrams (places of study), and in the clothing of his followers. What does appetite have to do with it? Osho radically changed the mode of existence of his fans – someone became a vegetarian, and someone started taking drugs. Pampered Western seekers of truth are not used to vegetarian restrictions in food, and drugs certainly would not eat in their right mind – but under the sermons of their guru in the “happy” entourage they were ready to eat anything!