Colour Psychology draws on “Colour Theory” and refers to people’s attitude and behaviour generated by different colours (see Psychological implications for more) (Hauff 2016; DashBurst 2016).

          According to Babolhavaeji et al. (2015), from a colour psychology perspective, the Association Theory is also relevant to the relationship between colours, emotions, marketing and consumer behaviour.  Association Theory describes how people create connections between two elements (alleydog 2017), in this case, associating colour with an emotion, brand, movie, product and so on (Hupka et al. 1997; Labrecque et al. 2013; Rikard 2015). For example, in their study, Hupka et al. 1997 found that sometimes black and red are associated with anger, and yellow and green with jealousy and envy. Other associations were made, but they were found to differ depending on culture (Hupka et al. 1997). An interesting colour association was also made by Rikard 2015 on the following webpage: https://zevendesign.com/color-association/#combos