148 White Effects
A set of cognitive and behavioral effects triggered by exposure to the color white.
• White is universally associated with goodness and security, likely due to an evolved association with daytime and a reduced vulnerability to predators.
• White signals passivity, submission, and cleanliness.
• Sports teams wearing predominately white uniforms are perceived to be less aggressive and less likely to cheat than those wearing dark colors. Accordingly, they incur fewer penalties.
• White products are generally perceived to be classy, high value, and timeless.
• Use white to increase perceived value in products, and perceived authority in people. Consider white to create a sense of peacefulness and submission.
See Also Archetypes ...
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