Faculty Research Activity

People respond to different colors in different ways. You may very well be aware of this effect in terms of your environment, your clothing preferences, and even your food. But what about when it comes to taking medication?

The purpose of this study is to understand the effects of pill color on human perception, disposition, and eventual behavior, and the basis on which color association is developed. Participants do not ingest medication. Rather, the study looks at how people perceive the effects of pills, based on specific colors. Given the large number of intended participants, the study will be launched across RIT global campuses in a phased approach through an on-site, interactive survey. Furthermore, participant responses will be subdivided by age brackets, gender, ethnic background, educational level, and pill usage frequency.

The emerging patterns will help relate the color association to demographics, thereby helping pharmaceutical companies and medical practitioners better manufacture and prescribe drugs, thus maximizing the beneficial effects of medicine in pill form on patients overall. In collaboration with Dr. Michael Murdoch, from the Color Science Program at Rochester, the survey was launched at the US campus in January, attracting over 200 participants, and will soon be launched in Dubai.