The notion that colour can generate certain emotional responses has been mulled over for years and while there has been only an intermittent level of enquiry into the subject by academics, it has tended to be accepted, almost as common sense, that different colours can conjure different reactions in different situations for different people at different times. Little wonder, I suppose, that scientists have not really laboured over so many variables. Even so, the proposition that some colours are calming, others provocative, has led many - especially in the advertising industry, in their attempt to influence our behaviour as consumers - to accept that colours, hues and shades evoke instinctive, subconscious, spontaneous or even feral responses in us. Look no further than the ubiquitous makeover programme to learn that your personal choice of a puce living room, which may be personally charming to you, could actually upset prospective buyers.
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