Interesting post on Discovery's website about a study that shows color affects creativity. According to the authors, blue lends itself to more creativity while red tends to enable attention to detail. Something to think about when painting the home or office! (But what about purple? Detailed creativity?) The color red boosts attention to detail in tasks such as memorization, while blue encourages creativity, according to a study published online in the journal Science. The findings apply to advertising, warnings on medication, and especially environmental design for offices or classrooms, said Rui (Juliet) Zhu, who teaches marketing at the University of British Columbia in Vancouver. Zhu, who wrote the study with Ph.D. student Ravi Mehta, recommends that marketers selling creative or innovative products use blue, and brainstorming sessions be held in blue rooms. Using red in advertising would prompt consumers to pay more attention to product details, she said. Previously the effect of color on performance was a mystery because earlier studies, which did not match colors to different kinds of tasks, yielded conflicting results, said Zhu, who also studied psychology. Zhu and Mehta ran six tests involving 600 university students working at computer monitors with a background set in blue, red or white for control groups.