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Contrary to probable popular belief color actually plays an important role in the world we live in far beyond pure aesthetics. From psychology to physiology, color is integral to the sciences of human functioning. Color as we know it is usually relative and only exclusive to artists, designers etc. but there are much deeper significant variables to color. Not only has research proven that color has been linked to have a great impact on our thinking, it can also promote actions and reactions. Color even has an affect on certain aspects of our biology, for example it can raise or lower our blood. It also has a direct impact on our emotions, seeing certain colors can stir different emotional responses. In terms of design, color is what you use to represent yourself or your brand; it plays an enormous role on whom you target and whom you will attract.