HOW OUR BRAIN PERCEIVES COLORS: APPLICATIONS FOR VISUALIZING SCIENTIFIC DATA

Why does a simple logo, poster or color scheme capture us instantly, sometimes even before we've had time to think about it? Because our brain doesn't see, it interprets. Color perception is one of the invisible pillars of our understanding of the world, and yet it often takes place outside our awareness.

So I'm going to show you why it's important to choose the right colors to get the right message across, capture attention and avoid wrongdoing.

HOW DO WE PERCEIVE COLORS?

Our perception is quasi-immediate and based on implicit knowledge. For example, recognizing a tree from simple shapes comes from an automatic mental categorization mechanism based on our past experiences. This intuitive recognition also plays a part in the perception of colors, associated with personal or collective memories, and contributes to the activation of our reflexes.

Red, for example, is a rather strong, warm color that conveys strong emotions. It's associated with blood, and therefore with impulsiveness, energy, action, danger (prohibition signs have clearly understood how our brains work) and attention.

But beyond our perception of colors, they also have a physiological effect on the human body. Taking the color red as an example, it can increase heart rate and create a sense of urgency. A study published in the Journal of Experimental Psychology showed that the color red can increase the success rate in competitive contexts, such as sports or exams. Green, on the other hand, is often associated with nature and tranquility.

90' is time for buyers and viewers to unconsciously decide whether it's worth spending their money or watching a presentation before a single word.

90% of influencing factors are based on color.

So taking the psychology of colors into account plays an important part in choosing the right colors to reflect the right emotion in the collective mind.

On the other hand, a study by Sanocki and Sulman (2011) showed that simplicity and visual harmony promote short-term visual memory:

• Harmonious color palettes are better remembered.

• Patterns with fewer colors are easier to remember.

• Contrast between background and content enhances concentration and recall.

WHAT ABOUT THE SCIENCE AND HEALTH SECTORS?

We've seen that the choice of colors isn't just an aesthetic choice, but they are chosen according to the emotions, messages and values they communicate. Each business sector adopts its own palette, since it shares the same values and messages.

For example, the science and health sectors seek to embody trust, credibility, stability and tranquility. This is why blue is the color most often used, as it inspires serenity, calm, reliability and seriousness.

Green and white are also often used. White, once again, evokes purity and serenity, while green is a reassuring color that conveys feelings of calm, tranquillity and fulfillment. It's also associated with nature, health, ease and happiness.

Yellow is also the color of environmental biotechnology, referring to processes associated with protecting the environment and treating pollution.

Moreover, did you know ?

In the operating room, every detail counts. Once again, color matters. The colors worn by surgeons are no exception. That's why you'll never see a surgeon dressed in red, but in green or blue.

By looking at green or blue, the surgeon can attenuate the effect of the intense red light of blood, enabling better concentration. What's more, as we saw earlier, green and blue are soothing colors that reduce anxiety.

WHAT DOES IT LOOK LIKE ON PAPER OR SCREEN?

By now, you know that the colors you choose for your presentations or logos must be carefully selected. But in concrete terms, how can you ensure that your colors are harmonious and convey the right message?

Tips for a successful presentation.

A successful presentation is based on a number of rules.

1. Less is more: 3 colors maximum

Choose one or two dominant colors that correspond to the message(s) you wish to convey, and an “accent” color that will be used sparingly and contrast with the dominant colors.

2. Choose “soft” colors.

Vibrant colors tire the eye. Use bright colors only to emphasize a particular element.

3. Pay attention to legibility

Contrast between text and background is essential for legibility. Make sure that the color of your text contrasts sufficiently with the background to avoid eye strain.

Here's a tip: supported content is more legible on a light background than on a dark one. On the other hand, light text on a dark background can be useful for easily identifying “slide inserts”.

Advice on attractive, striking logos and visual identities.

For a logo and identity that speak to your target, you need to pay particular attention to building your color palette.

1. Choose different colors according to your business sector, your history, your values...

2. Among all the colors, choose a dominant color that will represent 60% of your visual universe. This color will identify and represent you. Define a secondary color that will represent 30% of your visual universe and an accent color that will be less present (up to 10%). The whole should be harmonious.

3. Readjust your colors so that the contrast between them is sufficient to be legible.

In conclusion, Color isn't for show.

It's a superpower that makes a graphic clear, a poster captivating, or an infographic memorable. So, the next time you're hesitating between two shades of blue to illustrate your data, remember: color can save your message... but not lives (yet), but almost!

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