Color psychology is a relatively new area of study that faces several challenges. A major difficulty that arises when investigating this topic is determining how to actually measure the effects of color. Color perception is very subjective, as different people have different ideas about and responses to colors. Several factors influence color perception, which makes it difficult to determine if color alone impacts our emotions and actions. Factors that influence color perception include age, gender, and culture. In some cultures, for example, white is associated with happiness and purity. In a situation where a woman is wearing a white wedding dress, is she happy because she is influenced by the color white or because she is getting married? To someone from a different culture, wearing white may signify sadness. This is because in those cultures, white is associated with grief and death. These and similar factors must be considered when investigating the influence of colors on human emotions and behavior.