Color psychology is the scientific and analytical study of how different colors affect human emotions, behaviors, and physiological responses. It examines how hues, saturation, and brightness influence both conscious and subconscious decision-making. 

Key aspects of color psychology include:

Emotional Impact: Different colors are often associated with specific feelings. For instance, red is frequently linked to energy, passion, or urgency, while blue is associated with calmness, trust, and stability.

Behavioral Influence: Color can drive actions, such as increasing conversion rates in marketing (e.g., a red call-to-action button potentially outperforming a green one) or influencing food and beverage flavor perceptions.

Physiological Responses: Specific colors can trigger bodily changes, such as red increasing heart rate and blood pressure, or blue helping to lower them.

Subjectivity and Context: Reactions to color are not universal; they are heavily influenced by personal experiences, cultural backgrounds, and the specific context in which a color is viewed (e.g., white symbolizes purity in Western weddings but is a mourning color in some Eastern cultures).

Practical Applications: The field is widely utilized in marketing and branding, interior design, and even therapeutic settings like chromotherapy. 

Click below to see what Sherwin-Williams says about different colors of paint.

https://www.sherwin-williams.com/en-us/project-center/paint/color-psychology