The Influence of Colour and Design on Aggressive Behaviour in Customers - Research Paper Example

 Title : The Influence of Colour and Design on Aggressive Behaviour in Customers Abstract: This study evaluates the influence of colour in triggering aggressive impulses in patrons, whose stress levels are compounded by factors such as drunkenness and sound pollution. The study will also examine how the stress element can be reduced by using an appropriate design and colour schemes. It will further explore alternatives in design for regulating colour and sounds that can make the environment more serene and tranquil for the customers, such as the Vastu Shastra in the Indian culture, which also focuses on the shapes and directions of buildings for making them pleasant and peaceful. It will also consider the other alternatives in design for providing a more conducive environment for customers in pubs and cafes. The Influence of Colour and Design on Aggressive Behaviour in Customers Conflict in bars and pubs is a common occurrence in UK as well as in other parts of the world. Obviously, the main reason is that alcohol removes inhibition and enhances people’s tendency to react freely to situations. No matter how thoughtful and well planned the design is, one cannot hope to completely eradicate aggression in the setting of a bar or pub. On the other hand, one cannot simply ignore the “influence” of the design of a pub or bar on the “mood and behaviour of people who spend time in it” (Conflict & Violence in Pubs: Design Issues, 1992 p.3). This is because various elements in the environment in which humans function are known to exercise a high level of influence on their behaviour and determine how they respond to given situations. The design, light, colour or flow patterns of bars and pubs, when coupled with other factors such as drunkenness and noise pollution, can increase the stress levels of patrons and create flash points for instigating aggression. Research evidence suggests that the design, interior and “overly energetic décor – complexity and colour schemes” are causing “between 15 and 20% of all aggression” in bars and pubs (Conflict & Violence in Pubs: Design Issues, 1992 p.3). Therefore, these factors need to be taken into consideration when the designs of bars and pubs are planned and decided. Thus, apart from an appropriate shape and direction of the building and suitable design, it is significant to choose a sober colour scheme to facilitate a more congenial setting in pubs to reduce the stress levels of drunken customers and to encourage them to conduct peacefully. In the present day, “client initiated violence” is on the increase, which is identified as a major issue in “retail trade” including bars and pubs (Prevention and Management of Customer Aggression, n.d.). Thus, it is significant for such organisations to understand the role of suitable design and appropriate colour schemes in reducing aggressive behaviour in customers. Hence, this research attempts to evaluate the influence of colour schemes in bars and pubs on customers’ behaviour and to examine how the stress element can be reduced by using an appropriate design and colour schemes. It will also involve a review of various literature published on the topic of the influence of colour on human psychology written by eminent writers in the field. The study will further explore the alternatives in design for regulating colour and sounds that can make the environment more serene and tranquil for the customers. Research evidences on the psychological impact of colour on humans indicate that the “visual stimulus” that the “human perceptual system” processes “contains colour information” and, thus, the element of colour has a significant influence on human perception and behaviour (Elliot & Maier, 2007 p.250). These authors, quoting Frank and Gilovich (1988), find that black colour is “associated with evil and death” and can stimulate “aggressive behaviour” (p.250). On the other hand, they associate red and blue colours with “happiness and sadness” respectively (p.250). They further contend that colours automatically exercise a psychological function on humans and activate “motivated behavior” without any “conscious intention or awareness” of people (p.251). However, while brown is considered as “restful and warming,” it is also found to be “depressing if used alone” (Salvan, 1999 p.70). In contrast, colours like white and blue are thought to evoke a sense of cheerfulness, peace and tranquillity besides reducing “excitability” (p.70). Josef Albers in his popular work, Interaction of Colour, claims that “visual memory is very poor in comparison with auditory memory” (Albers, 2006 p.3). However, colours do have a strong impact on human psych. Henri Matisse, a famous French artist and draughtsman, contends that colours have a “significant action on the feelings of those who look at them” (Hornung, 2005 p.128). Thus, it transpires the colour schemes used in bars and pub can trigger aggressive behaviour in patrons without any premeditation on their parts. An example can be seen in the following setting, which uses dark red colours. Such an ambience can be the ideal background for the customers to flare up their mood and encourage them to engage in aggressive behaviour after intoxication. (Jones, 2011) In his article titled, “The Psychology of Colour,” Jo Hartley speaks about the interest of colour psychologists on the biological effects of red colour, which is thought to induce arousal and enhance brain activity. Referring to the tests conducted by Wolfson (2000), the author finds that when computer games use red as a background, “performance” of the players is found to have “rapidly peaked but then quickly deteriorated” (Hartley, 2009 p.8). The tests also confirm the potential of red colour to induce arousal, thereby increasing the heart rate of the players. On the other hand, the tests also suggest that increased arousal can encourage gambling tendencies, which is the reason for casinos to use flashy red colour on their signboards with the obvious intention of attracting gamblers, as can be verified by the following instance: (Hartley, 2009 p.8) The article concludes that “colour perception” is a significant factor “in relation to psychology” and, therefore, it can be considered as an element that influences human behaviour. Herman Miller’s article, Experience of Color, discounts the contention that physical changes such as increased heart rates and muscle tension occur “when people are exposed to red” on the grounds of research evidences from Sweden and US for the last two decades (Experience of Color, 2001, p.7). However, the article does not provide any specific evidence to validate this theory. On the other hand, it does specifically cite research evidence to support the notion that humans perceive both strong red and strong green as “exciting” while “dull colors,” irrespective of their hue can be “calming” (p.7). Therefore, this evidence can only be seen as challenging the aspect of hue but, nevertheless, validates the contention that the colours in bars and pubs have an impact on the psychology of patrons. Thus, customers in bars and pubs who remain in inebriated state after the consumption of drinks can easily become aroused and encouraged by strong red colour to engage in aggressive behaviour, if the setting has elements of red in it. In the context of this study, it will also be interesting to explore the concepts of Vastu Shastra, an ancient Hindu tradition, which combines art, science and astrology. It primarily focuses on how human body absorbs internal energies from the five elements such as “Fire, Air, Space, Earth and Water” (Advance Vastu, n.d.). Further, this tradition has been developed on the premise of the “universal call for world peace” and believes that families, as the “smallest unit(s) of society,” need to raise their children in an environment that emulates the “meaning of peace” (Vastu for House, 2008. p.3). Though its main focus is on residential houses, many of the theories in this tradition can be seen as applicable to overall human behaviour in specific settings. Vastu Shastra lays emphasis on the principle that colours can “stir different feelings and emotions” in humans and recognizes the significance of the use of colours that compliment the natural forces (p.27). It particularly underlines the fact that colours like red can “liven up an otherwise disciplined environment” and being symbolic of “bravery and power,” it possesses an energizing quality and also produces “stressful effect” (p.27). Thus, when red colour is used in a bar or pub, the patrons who are already in a state of intoxication may become stressful and instigated to engage in aggressive behaviour with other customers (p.27). On the other hand, Vastu Shastra finds that green colour reflects “hope, freshness and harmony” and can bring “calmness” in the environment (p.27). Thus, it transpires that the use of colour can influence human behaviour both positively and negatively and red colour, when used in bars and pubs can liven up the moods of the patrons, which, in turn, can induce aggressive behaviour in them. In his work titled, Colour, Edith Anderson Feisner discusses the emotional impact of colours, where he argues that dark colours arouse feelings of “night, darkness and fear, while light compositions impart feelings of illumination, clarity, and optimism” (Feisner, 2006 p.42). Therefore, an ideal design needs to focus on providing an appropriate ambience by using sober colours that may be pleasing to the patrons’ aesthetic appeal and give them a sense of calm and peace in the setting of bars and pubs. Sober colours, in this context, refer to colours that are plain and subdued and not flashy. Frank H Mahnke believes that most of the information that humans receive from the “visual field (or visual stimulation) lies in the hands of the designer” and, hence, it is important that he or she must “understand the basics of the activation theory” (Mahnke, p.22). Thus, while designing bars and pubs, they must consider the traits of various colours that can trigger different emotions in the patrons. Joen Wolfrom in his book, “The Magical Effects of Color,” provides a detailed analysis of the physical aspects of red colour. He contends that red colour “stimulates the brain,” causing a rush of adrenalin and thus triggers a “temporary spurt of energy” (Wolfrom p.13). Therefore, when an intoxicated patron remains in a setting with red colour, he or she may be induced to engage in aggressive behaviour easily. Similarly, most cultures associate black colour with death or darkness and when the setting involves this colour it may bring gloom in people. On the other hand, he finds that colours such as yellow and orange bring to mind memories sunshine and fruits like orange and papaya and hence they bring to humans “thoughts of food” (Wolfrom, 2009 p.11). The following bar setting can be considered as a good example, where the designer has used colour to good effect. The design totally avoids colours such as red or black and relies on blue for the ceiling, a lighter and brighter purple hue for the side walls and shiny blue for the ceiling. The counter top uses a light grey shade with vertical borders of same hue. On the half wall between the counter and tables it uses bright yellow, which is a colour that evokes positive memories, to illuminate the images of some pop singers. Therefore, patrons who drink in this ambience are less likely to be provoked or encouraged to engage in violent behaviour. Pubs and bars that use such designs, therefore, are less likely to encounter problems due to aggression by patrons who are in inebriated state of mind. (Picture Courtesy: http://edgetrinkets.files.wordpress.com/2012/10/subside-eat-drink-bars-pubs-large.jpg) From the range of literature reviewed during the course of this study, it transpires that colour has significant influence on the human mind and emotions. The perception of colour differs from individual to individual. However, red is generally accepted as a colour that stirs strong emotions in the human mind and it can cause aggressive impulses in them, especially when they are in an inebriated state of mind. Similarly, black colour can be understood as having “negative sociological connotations” as people associate it with “depression and mourning” (Baraban & Durocher, 2001 p.78). (Picture Courtesy: http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2008/06/04/drink460x276.jpg) The above image shows a drunken woman patron, who appears to have been freaked out after a drinking bout. When she happens to look down on the floor with red lights reflecting on the surface, she is most likely to be “energized,” as her mind will be influenced by the display of dark and bright hues. Therefore, she will become prone for aggressive behaviour. Brown colour, again, is associated with having a depressing effect on people. Therefore, when these colours are used in bar or pub settings, they may create and energizing or depressing effect on the patrons who remain there in an intoxicated state. On the other hand, colours such as green, blue, yellow and white are perceived as having positive impact on the human mind. These colours are further thought to have soothing effect and usually people associate them with peace, happiness, nature, food etc. Therefore, these colours will have a positive impact on the patrons who may be sitting in a bar or pub in inebriated state of minds. In this context, a designer will need to have a proper appreciation of the impact of various colours on the psych of the patrons and design the settings of bars and pubs accordingly. In the modern day, violence in bars and pubs has become a major problem not only UK but also in other parts of the world as well. Various factors contribute to this phenomenon such as the level of intoxication, social and cultural influences, lighting and design, sound systems as well as the colour schemes used in the settings. Colours have a strong influence on human mood and behaviour. Patrons who are already in an inebriated state of mind after the consumption of alcoholic beverages can be easily tempted to engage in aggressive behaviour when colours such as red, black or brown are used in the setting of bars. Though violence cannot be completely eliminated from bars and pubs through their design alone, providing a calm and tranquil setting can prevent violence from happening to a great extent. Traditional architectural concepts such as Vastu Shastra of the Hindu tradition also lays emphasis on aspects like location, lay out etc as well as appropriate colour schemes for facilitating a proper ambience for buildings. Therefore, when designing bars and pubs, designers will have to exercise extra caution to ensure that they not only select the proper shape and direction of the building but also choose a sober colour scheme to facilitate a more congenial setting in pubs to reduce the stress levels of drunken customers and to encourage them to conduct peacefully. 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Color, Environment & Human Response: An Interdisciplinary Understanding. John Wiley & Sons, Inc. Print. Prevention and Management of Customer Aggression. n.d. Australian Government Comcare. Available at [Accessed on 20 December 2012] Salvan, G. S. 1999. Architectural Theories of Design. Third Edition. Quezon City: JMC Press, Inc. Hartley, J. 2009. The Psychology of Colour. Psych Out. Issue 1, 2009. The University of York. Available at [Accessed on 20 December 2012] Vastu for House. 2008. Free VastuShatra.com. Available at [Accessed on 20 December 2012] Wolfrom, J. 2009. The Magical Effects of Colour. California: C & T Publishing, Inc. Print. Read More