University of Twente Student Theses
Shades of Emotion : How Colour Warmth and Congruency Shape Brainwaves and Emotions
Bakker, C. (2025) Shades of Emotion : How Colour Warmth and Congruency Shape Brainwaves and Emotions.
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| Abstract: | Colour perception plays a crucial role in emotional and cognitive processing, influencing fields such as fashion, marketing, and design. This study examined the neural and self-reported emotional responses to warm, cool, and congruent colour combinations among young adults (N = 25) aged 18–30. Electroencephalography (EEG) was used to record neural responses, including event-related potentials (ERPs) and frequency power (alpha and beta bands) in the prefrontal cortex and amygdala. Participants were tested individually in a controlled laboratory setting using a within-subject design. During the experiment, each participant viewed a series of colour slides on-screen, corresponding to the three experimental conditions (warm, cool, congruent), while wearing EEG caps. Following the EEG task, participants completed a self-report questionnaire. This included the Positive and Negative Affect Schedule (PANAS) for each condition, capturing changes in emotional affect. Additionally, the questionnaire contained items assessing visual attractiveness, aesthetic balance, satisfaction, harmony, and colour complementarity in response to the congruent colour combinations. Results indicated that warm colours significantly increased alpha power in both the prefrontal cortex and amygdala, suggesting a modulation of cognitive and emotional processing rather than heightened arousal. Contrary to traditional theories, cool colours did not significantly increase positive emotions, but were associated with a significant decrease in negative affect—suggesting a reduction in discomfort rather than an actively calming or uplifting effect. Congruent colour combinations did not produce the expected emotional balance. Instead, participants reported higher levels of visual complexity and cognitive load, as measured by self-report items on harmony and complementarity. Methodological limitations, including the fixed order of stimulus presentation and the spatial positioning of congruent colours, may have influenced results. Additionally, ERP responses occur within 100-200 ms, making precise stimulus timing critical for neural accuracy. Future research should consider counterbalancing stimulus presentation and comparing generational differences in colour perception to assess potential shifts caused by prolonged digital exposure. These findings challenge traditional assumptions about colour–emotion associations, suggesting that such theories may not fully apply within contemporary visual environments shaped by digital saturation. The study offers practical implications for industries that rely on colour psychology, such as fashion and branding, and highlights the need to develop updated models of colour perception that account for evolving cognitive, technological, and cultural influences. Keywords: colour perception, EEG, emotional responses, fashion industry, congruent colours, PANAS, alpha power, beta power, ERP, PSD, visual complexity, cognitive processing. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Programme: | Communication Science MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/106231 |
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