Color psychology is a field of study devoted to analyzing the effect of color on human behavior and feeling. Color psychology is an immature field of study viewed dubiously by mainstream psychologists and therefore qualifies as "alternative medicine". Some critics claim it is pure pseudoscience.

Practitioners of color psychology, sometimes called color consultants, claim there a number of reactions to color which seem to be noted in most persons. They also note that common physiological effects often accompany the psychological effects. Even so, evidence suggests the lack of a single, universal psychological reaction to a particular color. In fact, studies show that members of different cultures react differently to colors. Members of the same culture from different age groups also act differently.

Color consultants claim hues in the red area of color are typically viewed as "warm" while those in the blue and green range are typically viewed as "cool". Reds are also viewed as active and exciting, while the blues and greens are viewed as soothing and passive. Physiological tests have revealed similar responses. Studies have found that red hues increase bodily tension and stimulate the autonomic nervous system, while "cool" hues release tension.

Color consultants also point to an increasing number of studies linking colors to specific responses. One study found that weight lifters have more powerful performances in blue rooms, and another study found that babies cry more frequently in yellow rooms. Color consultants believe that the colors used in the design of environment can have a siginificant impact on the emotions and performance of people within that environment.

Study of the psychology of color is complicated by the different symbolic meanings of colors in different culture. Death is symbolized by black in most Western cultures and by white in many Eastern cultures.

Although color psychology is a relatively new area of scientific research, ancient civilizations believed in the influence of color on humans. The ancient Chinese, Egyptians, and Indians believed in chromotherapy, or healing with colors. Chromotherapy is viewed skeptically by mainstream medical practitioners, although some limited use of color, such as using blue light to cure immature babies suffering from jaundice, is gaining approval.