Research Design Connection: Color Associations
Tham and colleagues investigated associations to particular colors at a cultural level using language groups (adults who only spoke English, who only spoke Chinese, or who were bilingual in English and Chinese). Their “findings reveal conceptual color 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).” Diana Tham, Paul Sowden, Alexandra Grandison, Anna Franklin, Anna Lee, Michelle Ng, Juhyun Park, Weiguo Pang, and Jingwen Zhao. “A Systematic Investigation of Conceptual Color Associations.” Journal of Experimental Psychology, in press, https://doi.org/10.1037/xge0000703 Sally Augustin, PhD, a cognitive scientist, is the editor of Research Design Connections (www.researchdesignconnections.com), a monthly subscription newsletter and free daily blog, where recent and classic research in the social, design, and physical sciences that can inform designers’ work are presented in straightforward language. Readers …
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