Another practice used by fast food chains was to apply specific color schemes to their establishments and logos to play a psychological role in consumerism. It has been speculated that there is a correlation between color and emotional states or feelings. ... "In a recent study by Odbert, Karwoski, and Eckerson, regarding the associations of color and mood, it was found that some colors were often chosen to go with certain groups of words describing moods.... The color red has been associated with exciting, stimulating, and powerful, and yellow has been associated with feelings such as jo...

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• Grade Level: High School