How do you feel about color? Does black depress you? Does yellow lift your spirits? Does red make your brain scream, 'alert!'? According to a recent study, color might actually have a significant impact on the way we feel and the way we work -- and the findings might even help companies improve productivity as the economy continues to struggle.

In a fascinating study unveiled by University of British Columbia (UBC) researchers this week, certain colors were found to have drastically different effects on cognitive skills and even creativity.

According to the group's findings, participants immersed in the color blue were able to better perform creative tasks, including those requiring problem solving and brainstorming. Those participants exposed to bright red were not as successful creatively, but were noticeably more successful in tasks demanding memory and form, such as proofreading. (Source: arstechnica.com)

Colors and Their Impact on Business

As you might expect, the findings could have an immense impact on the way we do business. Companies engaged in data analysis or word editing might now be more likely to paint their offices a crimson, burgundy, or even a bright Venetian red. Corporations involved in writing, web design, or the arts might surround their employees in deep shades of blue, like sapphire, azure, or indigo.

The most impressive part of the study is in differentiating between the two colors. "Previous research linked blue and red to enhanced cognitive performance, but disagreed on which provides the greatest boost," said Juliet Zhu, an author for UBC's Sauder School of Business. Now we know that their proper use "really depends on the nature of the task." (Source: cbc.ca)

The differences are quite staggering, in fact. Although researchers expected blue to enhance creativity and cognitive skills, they were surprised to find that participants exposed to shades of red actually performed the latter much better 31 per cent of the time.

About six hundred participants took part in the study, which involved six series of testing.

So, where do these feelings come from?

Zhu believes they're subconscious associations; to most people, blue means tranquility, calm, a place for imagination. It is in this kind of place that new ideas can form. However, red subtly sends alerting signals, demanding immediate action but perhaps not patience.

UBC's study will be published this week in the journal Science.