Most existing work on color and psychological functioning is
applied, as opposed to theoretically based. The questions that
drive this type of research include: What colors influence retail
behavior? What colors influence food preference? What colors
influence worker mood and productivity? What colors influence
physical health and aggressive behavior? What color preferences
are associated with different personality types? Such research
simply seeks to establish relations between color stimuli
and affect, cognition, or behavior for pragmatic purposes; it
seeks neither to explain why such relations occur nor to test
basic principles regarding psychological functioning.