016 Black Effects
A set of cognitive and behavioral effects triggered by exposure to the color black.
• Black is universally associated with evil and foreboding, likely due to an evolved association with darkness and vulnerability to nocturnal predators.
• Black signals aggression, dominance, and dirtiness.
• Sports teams wearing predominately black uniforms are perceived to be more aggressive and more likely to cheat than those wearing light colors. Accordingly, they incur more penalties.
• Black products are generally perceived to be classy, high value, and timeless.
• Use black to increase perceived value in products and perceived authority in people. Consider using black to signal aggression and intimidate adversaries.
See Also Archetypes ...
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