Subsequent theorizing derived from Goldstein’s ideas has focused on wavelength, positing that longer wavelength colors feel arousing or warm, whereas shorter wavelength colors feel relaxing or cool ( Nakashian, 1964 Crowley, 1993). Goldstein (1942) expanded on Goethe’s intuitions, positing that certain colors (e.g., red, yellow) produce systematic physiological reactions manifest in emotional experience (e.g., negative arousal), cognitive orientation (e.g., outward focus), and overt action (e.g., forceful behavior). Theorizing on color and psychological functioning has been present since Goethe (1810) penned his Theory of Colors, in which he linked color categories (e.g., the “plus” colors of yellow, red–yellow, yellow–red) to emotional responding (e.g., warmth, excitement). Color has fascinated scholars for millennia ( Sloane, 1991 Gage, 1993).
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