The psychology of gold and why it has that allure

Humans' fascination with gold is as old as time itself. The scarce material has a certain appeal to it.

Empires have flourished by possessing gold, wars have been fought to control regions harboring rich deposits of the metal and treasure hunters and explorers have spent a lifetime in search of it.

But were they fascinated by the metal or its color? The two can be hard to distinguish, said Peter Oakley from the Royal College of Arts in the UK. There is crossover between gold as a material and gold as a color, he said.

"The two feed off each other. The idea of gold as a color is intimately connected with our idea of gold as a material," he explained. So, when we think of it as a color, we unconsciously relate to the precious metal -- which in turn conjures images of wealth and success.

The psychology of gold and why it has that allure