A cross-cultural study of the affective meanings of color
FM Adams, CE Osgood - Journal of cross-cultural …, 1973 - journals.sagepub.com
FM Adams, CE Osgood
Journal of cross-cultural psychology, 1973•journals.sagepub.comColor data from the Osgood et al. 23-culture semantic differential study of affective meanings
reveal cross-cultural similarities in feelings about colors. The concept RED is affectively
quite salient. BLACK and GREY are bad, and WHITE, BLUE, and GREEN are good.
YELLOW, WHITE, and GREY are weak; RED and BLACK are strong. BLACK and GREY are
passive; RED is active. The color component Brightness, as determined by comparing data
on WHITE, GREY, and BLACK, is strongly associated with positive Evaluation, but also with …
reveal cross-cultural similarities in feelings about colors. The concept RED is affectively
quite salient. BLACK and GREY are bad, and WHITE, BLUE, and GREEN are good.
YELLOW, WHITE, and GREY are weak; RED and BLACK are strong. BLACK and GREY are
passive; RED is active. The color component Brightness, as determined by comparing data
on WHITE, GREY, and BLACK, is strongly associated with positive Evaluation, but also with …
Color data from the Osgood et al. 23-culture semantic differential study of affective meanings reveal cross-cultural similarities in feelings about colors. The concept RED is affectively quite salient. BLACK and GREY are bad, and WHITE, BLUE, and GREEN are good. YELLOW, WHITE, and GREY are weak; RED and BLACK are strong. BLACK and GREY are passive; RED is active. The color component Brightness, as determined by comparing data on WHITE, GREY, and BLACK, is strongly associated with positive Evaluation, but also with negative Potency. Eighty-nine previous studies of color and affect were analyzed. They generally support these findings, and, together with the fact that there are very few exceptions in our data or the literature, lead one to believe that there are strong universal trends in the attribution of affect in the color domain.
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