Our company is part of a fabulous network, called the Indie Business Network, and lately there has been a debate on whether or not candles should be dyed. I’ve noticed that the opinions of chandlers are often quite polarized; they are either fervently for or against dying candles.
There appears to be basic psychology when it comes to colors. People are visual first, and psychologists have explained the importance of color for decades. My best personal example would be a pre-school classroom. A pre-school classroom devoid of “happy” colors, such as pinks, blues, and yellows, would be seemingly uninviting; on the contrary, a police precinct office decorated in the same colors would seem awkward.
At trade shows, I’ve noticed the process of customers seeking candles. First, they pick up on a color they like, then they read our names (which are named after “moments,” so there is a bit of mystery as to what the candle will smell like – for example, “Clean Drawers“), and then they smell it. Though the olfactory sense will always be the predominant sense when it comes to choosing a candle, there is a staggered process to getting there.
Online, people will often judge by the color of the candle even heavier than the description. There is a direct association between certain colors and certain smells; this is especially true if someone is synesthetic. Our “Summer Break” candle is a light blue, and before people even open the jar, they ask me if it will be like the ocean. This is most likely related to our primordial days when we would use sight and smell combined before we ate food. If something looked green, and it shouldn’t, it was probably rotten. Even now, think about eating a pizza that was green. Pushing aside our sense of adventure, which would come after we realize it wasn’t rotten, our brain would first have to digest the idea of “green” with “pizza.”
When it comes down to the business end, our company serves both ends of the spectrum (pun intended). We make colored and uncolored candles; we can customize – so if you want a blue candle that smells like brownies, no problem. For those aiming for purity, we have our naturally soy white candles. It’s all about personal preference.
I invite your opinions on colored candles; please comment below!