Chapter 5. Color as Emotion

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ISO 100, 3.2 sec., f/14, 17mm lens

We all have a favorite color. What is yours? Think about it for a second. It’s that color that, for lack of a better way of putting it, makes you feel good. It may not necessarily conjure up happiness for you, but you’re at least comfortable viewing it. Emotionally, it is a pleasing color.

Your favorite color may not be someone else’s pick. While science reveals something about the way we sense and are attracted to color, there is also a highly subjective side to the issue. We’re not just drawn to color mechanically, but also by what it means.

This chapter will highlight why paying ...

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