However, overuse of these colors can produce tension. These colors are tranquil and have a calming effect in people. Blue and light green are soothing, suggesting the outdoors. Gender Studies performed over the past few decades seem to indicate that men tolerate less saturated colors, however they gravitate toward more highly saturated color. Therefore, advertising that contains reds, bright blues and grays may appeal more to a man than a woman.
Women tend to gravitate to cool, relaxed colors and seem to be more color conscious than men.
In both genders, it has been found that achromatic, sterile colors may produce increased heart rates and contribute to higher levels of stress. Technology Light produced by a computer monitor is not constant. As you read this article, you are viewing approximately 30 separate images a second. Your brain rejects the information it doesn't want to see, and blocks out the frequent moments that your screen is blank. With this in mind, it is important not to make the colors on your web site too busy.