148 White Effects

A set of cognitive and behavioral effects triggered by exposure to the color white.

• White is universally associated with goodness and security, likely due to an evolved association with daytime and a reduced vulnerability to predators.

• White signals passivity, submission, and cleanliness.

• Sports teams wearing predominately white uniforms are perceived to be less aggressive and less likely to cheat than those wearing dark colors. Accordingly, they incur fewer penalties.

• White products are generally perceived to be classy, high value, and timeless.

• Use white to increase perceived value in products, and perceived authority in people. Consider white to create a sense of peacefulness and submission.

See Also Archetypes • Black Effects • Red Effects Supernormal Stimulus • Threat Detection

Archetypal heroes wear mostly white to signal their goodness, but with a dash of black to make them tough and intimidating.