Prepared for Eric P. | Delivered December 4, 2019
Psychology of the "Golden Hour"
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To compile a list of insights or statistics addressing the psychology behind why people enjoy the "
" Research will be used to assist with brand positioning for a consumer packaged goods (CPG) company.
For the purposes of this research, "
" is defined as a colloquial term describing the period immediately before sunrise or sunset when the sun's light is warmest in terms of the Kelvin scale. Initial research indicates that there is little information available discussing the psychology behind people's enjoyment of the "golden hour" that uses that term specifically unless it is the context of
. However, there is information that addresses the psychological basis for enjoying sunrises and sunsets.
Insight #1: The Color Psychology of Sunrise and Sunset
According to color psychology, the
of sunrise or sunset can inspire happiness, energy, and warmth.
is another color, associated with
in particular, that can trigger joy, creativity, and even euphoria.
are associated with intensity, warmth, and power.
Your research manager recommends working with a
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