Patterns in Color-Emotion Associations Seem Universal, But Are Further Shaped by Linguistic and Geographic Proximity

Universal Patterns in Color-Emotion Associations Are Further Shaped by Linguistic and Geographic Proximity. Domicele Jonauskaite et al. Psychological Science, September 8, 2020. https://doi.org/10.1177/0956797620948810

Abstract: Many of us “see red,” “feel blue,” or “turn green with envy.” Are such color-emotion associations fundamental to our shared cognitive architecture, or are they cultural creations learned through our languages and traditions? To answer these questions, we tested emotional associations of colors in 4,598 participants from 30 nations speaking 22 native languages. Participants associated 20 emotion concepts with 12 color terms. Pattern-similarity analyses revealed universal color-emotion associations (average similarity coefficient r = .88). However, local differences were also apparent. A machine-learning algorithm revealed that nation predicted color-emotion associations above and beyond those observed universally. Similarity was greater when nations were linguistically or geographically close. This study highlights robust universal color-emotion associations, further modulated by linguistic and geographic factors. These results pose further theoretical and empirical questions about the affective properties of color and may inform practice in applied domains, such as well-being and design.

Keywords: affect, color perception, cross-cultural, universality, cultural relativity, pattern analysis, open data, open materials

Check also The sun is no fun without rain: Physical environments affect how we feel about yellow across 55 countries. Domicele Jonauskaite et al. Journal of Environmental Psychology, September 19 2019, 101350. https://www.bipartisanalliance.com/2019/09/examination-of-55-countries-yellow-is.html