Behavioral Design Academy

Feeling the pressure to keep up your AI design skills?

I just published a practical guide on integrating AI workflows into creative design work, using the Applied Behavioral Design process. It works across UX, research, visual design, branding, and much more.

I also share a five-level learning path for developing your AI design skills, from basic prompting to running full agentic systems.

Best. Brian

I built this chart by merging two scientific papers to understand how warm and cool colors make us feel physically warm or cold.

It shows two things:

🔴 How deep different wavelengths of light pe*****te into human skin
💧 How strongly water absorbs each wavelength across the visible spectrum

The result help explain why warm colors physically warm us. Pe*******on depth and water absorption, working together. I cover this in the attached video.

Here's an example of how the physical properties of color help us understand psychological terms, like why warm colors feel warm and cool colors feel cool.

Most color psychology content skips the physics. If you understand how light physically interacts with your body, color psychology stops feeling like esoteric design folklore. It becomes something you can reason about from first principles.

Here's what the science shows.

🌈 The color wheel isn't physics. Color wheels represent our psychological experience of color. Light works as a spectrum, a narrow band of the electromagnetic spectrum running from roughly 400nm (blue) to 700nm (red). Shorter wavelengths carry more energy per photon. Longer wavelengths carry less.

🔴 Red light goes deeper. Short-wavelength blue light mostly stops at the surface of your skin. Longer-wavelength red light pe*****tes several millimeters into your tissue. Near-infrared goes deeper still. That's why red light therapy devices use those wavelengths. They actually reach the tissue you want to treat.

💧 Water absorbs red more strongly. Across the visible spectrum, water barely absorbs blue light. As wavelength increases toward red, water's absorption coefficient climbs quickly. You're made mostly of water. When red light hits you, it goes deeper and the water in your tissue absorbs it more strongly. That combination produces physical warmth.

Our emotional associations with warm colors aren't arbitrary. They relate to our physical experience with light. Your body has been learning "red equals heat" for a very long time. The psychology of our color-emotion associations, often sit on physics.

📖 Citations:
- Absorption coefficient data: Zhao, T., Desjardins, A. E., Ourselin, S., Vercauteren, T., & Xia, W. (2019). Minimally invasive photoacoustic imaging: Current status and future perspectives. Photoacoustics, 16, 100146.
- Pe*******on depth data: Bashkatov, A. N., Genina, E. A., Kochubey, V. I., & Tuchin, V. V. (2005). Optical properties of human skin, subcutaneous and mucous tissues in the wavelength range from 400 to 2000 nm. Journal of Physics D: Applied Physics, 38(15), 2543.

Announcing our upcoming LIVE 9-week class, Applied Behavioral Design. It starts 2 Apr 2026, and here is the background.

https://www.behavioraldesign.academy/courses