1: The Meanings of Color

• Begin your exploration of how colors affect you with a look at the general science behind color, first uncovered during landmark experiments by Isaac Newton. Then, investigate the pervasive power of color on human behavior with a close look at how color shapes our perception of what food tastes like. Finally, with the aid of intriguing experiments and illuminating case studies, discover the three ...

2: The Black and White Lecture

• Contrary to what you may think, black and white are colors like any other when examined from the perspective of what your brain sees. In fact, they're the only true universal colors. In this fascinating lecture, Professor Lidwell takes you inside the meanings behind these two elemental colors. You focus on two specific contexts for black and white: competitive contexts (where black signals aggress...

3: The Red Lecture

• Turn now to the color red, which holds a unique place in the pantheon of colors, thanks to its primal significance in expressing fear, strength, beauty, status, and passion. What do we know with confidence about the meanings behind the color red? Find out by examining several powerful examples of the color red at work: in competitive situations, where it signals dominance; in mating and courtship ...

4: The Yellow Lecture

• Why is yellow the most vibrant color to the human eye? How does the human eye detect yellow wavelengths so effectively? Why is there such a fine line between "good" and "bad" shades of yellow? When does yellow signal health or weakness, happiness or danger? How can it work to help increase cognitive performance? Find the answers to these and other provocative questions in this richly detailed and ...

5: The Green Lecture

• Life. Fertility. Envy. Success. These are just a few of the many common associations the brain makes with the color green. Here, Professor Lidwell takes you even deeper into this lush color, guiding you through an exploration of two lesser-known contexts of green: as a way to foster creativity and a way to reduce anxiety and mental fatigue. You'll also get a chance to probe some more anecdotal (bu...

6: The Blue Lecture

• In this final lecture, focus on the last color in the logical color sequence and one of the most commonly chosen favorite colors throughout the world: blue. As you'll discover, there are some interesting and unique properties of the color blue that set it apart from other colors and make it seem, in some respects, almost magical. You'll learn about the ways blue fosters and promotes openness and c...