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University of British Columbia researchers conducted tests with 600 people to see how cognitive performance varies when people see red or blue. Participants performed tasks in which words or images were displayed against red, blue or neutral backgrounds on computer screens.

The research revealed that while the “red” groups fared better on tests of recall and attention to detail, the “blue” groups performed better on tests requiring imagination and creativity. 

If you’re under the gun to come up with that next great marketing idea, there’s no need to see red.  Instead, boldly explore the hues of blue to get more creative.

A new study published in Science magazine revealed that while the color red can help you be more accurate in your work, the color blue spurs creativity.

University of British Columbia researchers conducted tests with 600 people to see how cognitive performance varies when people see red or blue. Participants performed tasks in which words or images were displayed against red, blue or neutral backgrounds on computer screens.

The research revealed that while the “red” groups fared better on tests of recall and attention to detail, the “blue” groups performed better on tests requiring imagination and creativity. 

Juliet Zhu, an assistant professor of marketing at the university’s business school who conducted the study with doctoral student Ravi Mehta, suggested that the color blue would help when brainstorming on new products or solutions to problems.  On the other hand, tasks needing a keen focus such as proofreading would be better performed in a red room.

When asked what each color made them think of, Zhu's research subjects, in general, indicated that red represented danger, caution and mistakes while blue characterized peace and freedom.  These results were confirmed by a task in which research participants were asked to unscramble an anagram.  Subjects unscrambled anagrams relating to danger-related words more quickly when they were on red backgrounds, and those relating to positive words like “adventure” when on blue backgrounds.

The research study also revealed insights about subjects’ responses to advertising.  Zhu discovered that ads focusing on product details or “avoidance” qualities, like cavity prevention, were better experienced on red backgrounds, while those using creative designs or stressing optimistic qualities like “tooth whitening” were more attractive in blue.

In addition, Zhu revealed that more subjects indicated they would perform better with blue for both detail-oriented and creative tasks.  She acknowledged that is probably due to the fact that more people prefer the color blue to red.

What do you think?  Are you more creative when surrounded by blue walls or when you peer at a blue screensaver?  For what it's worth, this story was written on a computer with a blue desktop wallpaper in a room with walls splashed in shades of red.  Let us know how color affects your creativity.

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