BUILDING BLOCK dimensional to 8-level
Delicate: pink 46%, white 20%, yellow 12%…
Elegance: black 22%, silver 19%, white 15%, …
The relation with area proportion (size of the coloured object) appears to be most significant for the heavy / light colour emotional scale. This creates a relationship of meaning between the colour quality heavy / light and the shape quality large / small. (Wang, 2007)
Black and white are the most extreme examples of heavy and lightweight colours. The movement is in the height. Heavy colours, when applied above the viewer, tend to press down. Because of their heaviness, the weight is literally felt. A black ceiling will be estimated lower than a white one. Heavy is also connected to hard and large, while lightweight is felt rather fine, small and soft (Osgood, 1957). If colours have the same intensity such as red and green, red will outweigh green. (Meerwein, 2007)
Osgood’s Research (1957) made a significant correlation between heavy and hard with big, while lightweight is sensed rather fine and small. “Now we know, from our factor analytic work, that up, small, light-weight and white tend to go together in meaning and metaphor as opposed to down, large, heavy, and black.”
Rooms painted black appear much smaller than white ones. Black furniture dominates the space. In the most positive case they appear representative, in the most negative case they are oppressive. A black sofa appears to be harder than a white one. Colours influence the impression one gets of size, weight and material. Boxes with a light colour will be assessed less heavily than dark ones. The impression of the weight is not only due to the colour. The material usually gives the deciding factor. Every effect is the sum of all experiences.
Lakoff and Johnson (1999) saw that there are many proverbs and sayings that have to do with form characteristics and emotions. Large: important, complex, not always better, difficult, rich, distinguished. Small: simple, fine, less important, unobtrusive, poor, submissive, modest.
There is a possible relationship with the testosterone hormone. The amount of testosterone in the blood expresses the willingness to win and the degree of sense of domination. Carney et al. (2010) investigated the influence of different attitudes on the power radiation of the people, measured by two hormone values, cortisol and testosterone. The amount of cortisol is a measure of the amount of stress that a person has. The different attitudes that were tested differed in two non-verbal dimensions that are universally linked to power. These dimensions are: expansiveness: taking up more or less space, and openness: arms and legs together or spread out. People with an open and large posture have an increased amount of testosterone and a reduced amount of cortisol in the blood. With that, they radiate more power. In contrast, people with a closed and contracted posture have a reduced amount of testosterone and an increased amount of cortisol in the blood. That means that they are radiating more powerlessness.