Time

Research shows a connection between colors and how we perceive time. When we think about distant events, we tend to imagine them with less color, often using greyscale tones. This happens because, like distant objects that appear less colorful due to atmospheric effects, distant events are also perceived as less vivid. In one study, people used more grey when coloring a future event. Additionally, black-and-white imagery can increase donations to distant fundraisers by matching the timeline with the perceived "distance" of color.

When designing ads, consider reducing color intensity for events that are far in the future to align with this perception. This approach can create a sense of congruence—harmony between two related elements—when the visual characteristics of an image, like its color intensity, match the temporal distance of an event.^[1]