Social and Behavioral Sciences Commons^™

The Study Of The Potential For Positive And Negative Color Connotation Through Associations, Jamesa Mecayla Gray

Undergraduate Honors Theses

This project explored word associations with colors and shades of colors in a controlled manner to test the hypothesis that people associate negative descriptor and emotion words with darker shades and colors and positive descriptor and emotion words with lighter shades and colors. Two parts were completed. In the first, participants saw 8 colors in 3 different shades for a total of 24 colors presented, one at a time. In a first round of trials, participants were instructed to give the first three words that came to mind when they saw each color. In a second set of trials, participants …