Hyundai takes on Blue Monday with psychology experiment and video campaign to find the ‘most positive’ colour

Having launched teaser videos on social channels last week, establishing the idea that colour can have an impact on the way people feel, today saw the launch of the campaign’s main videos, revealing the result of the unique experiment.

During the experiment, Hyundai owners were placed in a large space which was then completely flooded with coloured light. As the room cycled through the full spectrum of colour, readings were taking from an electroencephalogram measuring electrical brain activity and a biometric glove measuring heart rate and galvanic skin response.

The data was then collected from each of the participants and their responses tracked against the colour they were experiencing at the time they were feeling most positivity.

Outlining the motivation behind the campaign, Adam Nickson, head of brand strategy and communications at Hyundai Motor UK, said: “Combining tech with positivity to challenge the status quo is what Hyundai has always done best. We’re a progressive, non-conformist brand. We created the first mass-produced zero-emission Fuel Cell car, and just last year we showed how people can drive just using the power of positive thought.

“This latest campaign will hand a little glimmer of positivity on what is the gloomiest day of the year. The weather, economy, politics, environment – they’re macro issues that affect us all daily and they’re frankly getting people down. We just want to bring people a little optimism and positivity to people’s lives through innovation and colour – if only for a brief moment.”

The campaign’s extended phase (where people are asked to name the winning colour and identify how they would use it) will run until next month.