Color has a lot of power over how we perceive things, and understanding that can help us understand our evolutionary past, and our future.
Neuroscientist Bevil Conway thinks about color for a living… and in recent years Conway has focused his research almost entirely on the neural machinery behind color.
“I think it’s a very powerful system,” he tells Co.Design, “and it’s completely underexploited.”
Conway’s research into the brain’s color systems has clear value for designers and artists like himself. It stands to reason, after all, that someone who understands how the brain processes color will be able to present it to others in a more effective way. But the neuroscience of color carries larger implications for the rest of us. In fact, Conway thinks his insights into color processing may ultimately shed light on some fundamental questions about human cognition.
Step back for a moment to one of Conway’s biggest findings, which came while examining how monkeys process color. Using a brain scanner, he and some collaborators found “globs” of specialized cells that detect distinct hues–suggesting that some areas of the primate brain are encoded for color. Interestingly, not all colors are given equal glob treatment. The largest neuron cluster was tuned to red, followed by green then blue; a small cell collection also cared about yellow.
Knowing that humans might also be hardwired for certain hues could be a gateway into understanding the neural properties of emotion. Since researchers know that certain colors provoke strong feelings in people–blues and purples are more pleasant than yellows, for instance, while greens tend to be the most arousing–they might then work backwards to uncover the basic mechanisms for these feelings. (Designers, meanwhile, could use these emotional connections to help them match color schemes to the mood of a room or a brand or a website.)