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Chromotherapy ; Psychological impact of color. Color psychology refers to a branch of study which postulates that color has a range of psychological or behavioral responses. Color psychology and color therapy exist on the periphery of alternative medicine and are generally not accepted under the auspices of mainstream medical science and psychology. Despite this, a plethora of articles can be found in mainstream and digital media that discuss a link between color and a range of psychological, cognitive, biological, and behavioral effects. While it is often promoted that such a link exists on a universal, causal basis by some sectors of the media, there is minimal evidence to support this hypothesis. Furthermore, there are a number of factors that influence color and human response, and these include individual differences such as age, gender, affective state, belief systems, and environmental stimuli screening ability , social and cultural differences, as Skip to main content Skip to table of contents.