Color psychology has been around for centuries and widely known as the study of hues as a determinant of human behavior. Color influences perceptions that are not obvious, such as the taste of food, danger, and security.
Color psychology is mostly used in marketing and branding globally. Marketers use color to influence a consumers' emotions and perceptions about goods and services.
A classic example is red - whose attributes include increases in hunger, thus why most fast food chains (McDonalds, Burger King etc.) have red in their branding. The other prominent in fast food chains is yellow which influences the perception of inexpensiveness and happiness, so their logos give the perception of food that is inexpensive.
Why do most banks branding include blue, well, blue happens to be the color of most police uniforms and vehicles which is supposedly reliability and safety.
Most organic food brands include green as it represents the earth and influences eco-Friendly and health.
The Psychometrics behind TokuOra
TokuOra’s color assessment is based on 750,000 individuals surveyed on Careerbuilder.com
Asked users from 1,000 occupations if they enjoy their current career.
Those who chose “strongly agree” were evaluated by color preference. Electrical engineers with high job satisfaction, for example, created a career evaluation.
|Study Sample Base
|Study Sample Base
¹CA 4.1 ² Strong Reliability: Studies Not Exceeding 2,250 ³ Strong Predictability
“We conclude therefore that respondents’ color preferences as assessed by the Color Assessment Test are indeed powerful predictors of all basic interest scales of the strong interest inventory. These findings thus open the exciting possibility that people’s vocational interests can be inferred quite accurately from their color preferences.”
The effectiveness of color assessment is supported by: Rense Lange, Sigmund Testing, Dallas, TX; and Jason Rentfrow, University of Cambridge, UK. Additional scientific corroboration on the efficacy of color matching has been affirmed by Stephen E. Palmer, Karen B. Schloss, and Jonathan Sammartino, Department of Psychology, University of California, Berkeley, California 94720.
Research Papers on Career Matching