Tribal Colours

Colour has been used for centuries as a means to communicate where we belong, finds Stuart Andrews

Colour can be powerful. Various hues and tones have different psychological effects; they can change how we feel, how we behave and what we buy. Colour can also affect how we see other people – pushing us to see them as friendly, professional or trustworthy. It can make them seem more attractive, more authoritative or worthy of respect. Colours can even make us see ourselves differently. What's true of individuals is even more so when we come together in groups. As we adopt a social mentality, colour cuts through to a primitive function of our brain, becoming a kind of shorthand that tells us that we belong to a group, and that other people belong with us.

Group mentality

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