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A systematic investigation of conceptual color associations

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posted on 2023-06-09, 19:59 authored by Diana Su Yun Tham, Paul T Sowden, Alexandra Grandison, Anna FranklinAnna Franklin, Anna Kai Win Lee, Michelle Ng, Juhyun Park, Weiguo Pang, Jingwen Zhao
Associations with colours are a rich source of meaning and there has been considerable interest in understanding the capacity of colour to shape our functioning and behaviour as a result of colour associations. However, abstract conceptual colour associations have not been comprehensively investigated and many of the effects of colour on psychological functioning reported in the literature are therefore reliant on ad hoc rationalisations of conceptual associations with colour (e.g. blue – openness) to explain effects. In the present work we conduct a systematic, cross-cultural, mapping of conceptual colour associations using the full set of hues from the World Colour Survey (WCS). In Experiments 1a and 1b we explored the conceptual associations that English monolingual, Chinese bilingual and Chinese monolingual speaking adults have with each of the 11 Basic English Colour Terms (black, white, red, yellow, green, blue, brown, purple, pink, orange, grey). In Experiment 2 we determined which specific physical WCS colours are associated with which concepts in these three language groups. The findings reveal conceptual colour associations that appear to be ‘universal’ across all cultures (e.g. white – purity; blue – water/sky related; green – health; purple – regal; pink – ‘female’ traits) as well as culture specific (e.g. red and orange – enthusiastic in Chinese; red – attraction in English). Importantly, the findings provide a crucial constraint on, and resource for, future work that seeks to understand the effect of colour on cognition and behaviour, enabling stronger a priori predictions about universal as well as culturally relative effects of conceptual colour associations on cognition and behaviour to be systematically tested.


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Journal of Experimental Psychology: General




American Psychological Association





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