The Effect of Color Harmony on Creative Cognition and Perceived Innovativeness of Brands

Nara Youn, Hongik University, Seoul, Korea
Chang Yeop Shin, Hongik University, Seoul, Korea
Angela Lee, Northwestern University, USA
Color studies in psychology have focused on the symbolic meanings of each color rather than their interrelations. Color could also impact creativity through the disfluency of moderately disharmonious color combinations. This research demonstrates that using moderate disharmony is more effective in prompting creative thinking than any one color in isolation.
[ to cite ]:
Nara Youn, Chang Yeop Shin, and Angela Lee (2015) ,"The Effect of Color Harmony on Creative Cognition and Perceived Innovativeness of Brands", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 816-816.