The Effect Of Warm Color And Cool Color On Individual Psychlogical Distance Perspective

Warm colour seems near in distance, while cold colour seem further? Our studyset out to determine the relationship between warm/cold colour and psychological distance by conducting two experiments, which proves warm colour shortens individual distance perception and vice versa for cold colour. Psychological distance is found in the realm of social cognition, which refers to the subjective perception of distance towards other objects. Distance is specified in four dimensions:time distance(future, past), spatial distance, social distance and hypothesis. Psychologists differentiate the cold/warm dimension by the wave length of lights, resulting in red, orange, yellow as warm colour and green, blue,purple as cold colour, making up six primary colours in total. Experiment 1 adapted IAT to determine the correspondence between colour type and psychological distance in 4 tests, each one from a single perspective. Results show that participants response faster under the condition of warmfar than coldnear, wheras the warm*far condition is incongruent inherently. Our hypothesis was confirmed, that warm colour is bind to near psychological distance and cold colour is bind to far psychological distance.Experiment 2 confirms the the causal relationship between colour warmth and psychological distance from the perspective of social distance. Participants were asked to view 6 simulated images of restaurants(3 in warm colour,3 in cold colour) then adjust seat distance of themselves and their good friends as well as regular friends. They also rated level of willingness to dine with their friends. Results show that:1. adjusted seats distance was nearer under warm colou condition.2. participants were more willing to dine with friends under warm colour condition.Conclusion:colour warmth is able to affect the perception of psychological distance in individuals, thus influencing behaviours and decisions.