Investigating Color-Emotion Associations

(University of Lausanne, September 18, 2020)

In order to investigate the extent to which color-emotion associations are fundamental to our shared cognitive architecture, or cultural creations learned through our languages and traditions, two researchers from the University of Lausanne recently tested emotional associations of colors in 4,598 participants from 30 nations, speaking 22 native languages. The results suggest that there is a universal basis for color-emotion associations – similar to the shared understanding of emotions perceived in music – which is further modulated by language, geography, and culture. For example, although dark colors (black, gray) are generally associated with negative feelings and light and warm colors (yellow, orange) with positive feelings, white is much more strongly associated with mourning in China than in other countries. According to Domicele Jonauskaite however, it is still difficult to know the causes of the global similarities and differences.