WORDS BY REBECCA RHYS-EVANS
At KOIBIRD, we can’t get enough when it comes to colour, and we usually dive straight in with a ‘too much is never enough’ approach. If you’ve ever had the pleasure of visiting our Marylebone store, then you’ll know we don’t shy away from vibrant surroundings, and this translates into our wardrobe choices too. But, as the leaves turn brown and the weather turns, we keep asking the question - why is colour so powerful? And how does it boost your mood?
Let’s start with the facts. Many scientists and researchers have investigated the effects of certain colours on the human body, most often finding red increases our heart rate, whereas blue tends to lower it. But perhaps it’s the psychological effect that’s most intriguing. In the hopes of reducing suicide (bear with us), an initiative in Tokyo was introduced in 2009 to install blue lights on the subway. When the death rate reportedly dropped 84%, the same initiative was introduced elsewhere around the world, including Gatwick Airport, establishing the calming effects of blue light on our brains.
In an interview with New York Magazine, artist and architect Gaetano Pesce said that “colour is very important in our life because it is the symbol of vitality. If you go into a cemetery, there is no colour because there is no life, and the dead are a representation of that.” The idea that colour symbolises life and death black or darkness, is certainly not a new one. Just think of Hitchcock’s classic black & white horror Psycho, or the 1939 film The Wizard of Oz– colour, or a lack thereof, is a clear trope for desperation, sadness, violence.