Karen B. Schloss

An ecological valence theory of human color preference

Color preference is an important aspect of visual experience, but little is known about why people in general like some colors more than others. Previous research suggested explanations based on biological adaptations [Hurlbert AC, Ling YL (2007) Curr Biol 17:623–625] and color-emotions [Ou L-C, Luo MR, Woodcock A, Wright A (2004) Color Res Appl 29:381–389]. In this article we articulate an ecological valence theory in which color preferences arise from people’s average affective responses to color-associated objects. An empirical test provides strong support for this theory: People like colors strongly associated with objects they like (e.g., blues with clear skies and clean water) and dislike colors strongly associated with objects they dislike (e.g., browns with feces and rotten food). Relative to alternative theories, the ecological valence theory both fits the data better (even with fewer free parameters) and provides a more plausible, comprehensive causal explanation of color preferences.

Visual aesthetics and human preference.

Human aesthetic preference in the visual domain is reviewed from definitional, methodological, empirical, and theoretical perspectives. Aesthetic science is distinguished from the perception of art and from philosophical treatments of aesthetics. The strengths and weaknesses of important behavioral techniques are presented and discussed, including two-alternative forced-choice, rank order, subjective rating, production/adjustment, indirect, and other tasks. Major findings are reviewed about preferences for colors (single colors, color combinations, and color harmony), spatial structure (low-level spatial properties, shape properties, and spatial composition within a frame), and individual differences in both color and spatial structure. Major theoretical accounts of aesthetic response are outlined and evaluated, including explanations in terms of mere exposure effects, arousal dynamics, categorical prototypes, ecological factors, perceptual and conceptual fluency, and the interaction of multiple components. The results of the review support the conclusion that aesthetic response can be studied rigorously and meaningfully within the framework of scientific psychology.

Music–color associations are mediated by emotion

Experimental evidence demonstrates robust cross-modal matches between music and colors that are mediated by emotional associations. US and Mexican participants chose colors that were most/least consistent with 18 selections of classical orchestral music by Bach, Mozart, and Brahms. In both cultures, faster music in the major mode produced color choices that were more saturated, lighter, and yellower whereas slower, minor music produced the opposite pattern (choices that were desaturated, darker, and bluer). There were strong correlations (0.89 < r < 0.99) between the emotional associations of the music and those of the colors chosen to go with the music, supporting an emotional mediation hypothesis in both cultures. Additional experiments showed similarly robust cross-modal matches from emotionally expressive faces to colors and from music to emotionally expressive faces. These results provide further support that music-to-color associations are mediated by common emotional associations.

Aesthetic response to color combinations: preference, harmony, and similarity

Previous studies of preference for and harmony of color combinations have produced confusing results. For example, some claim that harmony increases with hue similarity, whereas others claim that it decreases. We argue that such confusions are resolved by distinguishing among three types of judgments about color pairs: (1) preference for the pair as a whole, (2) harmony of the pair as a whole, and (3) preference for its figural color when viewed against its colored background. Empirical support for this distinction shows that pair preference and harmony both increase as hue similarity increases, but preference relies more strongly on component color preference and lightness contrast. Although pairs with highly contrastive hues are generally judged to be neither preferable nor harmonious, figural color preference ratings increase as hue contrast with the background increases. The present results thus refine and clarify some of the best-known and most contentious claims of color theorists.

Effects of university affiliation and “school spirit” on color preferences: Berkeley versus Stanford

The ecological valence theory (EVT) posits that preference for a color is determined by people’s average affective response to everything associated with it (Palmer & Schloss, Proceedings of the National Academy of Sciences, 107, 8877–8882, 2010). The EVT thus implies the existence of sociocultural effects: Color preference should increase with positive feelings (or decrease with negative feelings) toward an institution strongly associated with a color. We tested this prediction by measuring undergraduates’ color preferences at two rival universities, Berkeley and Stanford, to determine whether students liked their university’s colors better than their rivals did. Students not only preferred their own colors more than their rivals did, but the degree of their preference increased with self-rated positive affect (“school spirit”) for their university. These results support the EVT’s claim that color preference is caused by learned affective responses to associated objects and institutions, because it is unlikely that students choose their university or develop their degree of school spirit on the basis of preexisting color preferences.

Color preferences in infants and adults are different

Adults commonly prefer blues most and greenish yellows least, but these hue preferences interact with lightness and saturation (e.g., dark yellow is particularly disliked: Palmer & Schloss (Proceedings of the National Academy of Sciences 107:8877–8882, 2010)). Here, we tested for a similar hue-by-lightness interaction in infant looking preferences, to determine whether adult preferences are evident early in life. We measured looking times for both infants and adults in the same paired-comparison task using all possible pairs of eight colors: four hues (red/yellow/green/blue) at two lightness levels (dark/light). The adult looking data were strikingly similar to other adults’ explicit preference responses, indicating for the first time that adults look longer at colors that they like. Infants showed a significant hue-by-lightness interaction, but it was quite different from the adult pattern. In particular, infants had a stronger looking preference for dark yellow and a weaker preference for light blue than did adults. The findings are discussed in relation to theories on the origins of color preference.

Color preferences change after experience with liked/disliked colored objects

How are color preferences formed, and can they be changed by affective experiences with correspondingly colored objects? We examined these questions by testing whether affectively polarized experiences with images of colored objects would cause changes in color preferences. Such changes are implied by the ecological valence theory (EVT), which posits that color preferences are determined by people’s average affective responses to correspondingly colored objects (Palmer & Schloss, Proceedings of the National Academy of Sciences, 107, 8877–8882, 2010). Seeing images of strongly liked (and disliked) red and green objects, therefore, should lead to increased (and decreased) preferences for correspondingly colored red and green color patches. Experiment 1 showed that this crossover interaction did occur, but only if participants were required to evaluate their preferences for the colored objects when they saw them. Experiment 2 showed that these overall changes decreased substantially over a 24-h delay, but the degree to which the effect lasted for individuals covaried with the magnitude of the effects immediately after object exposure. Experiment 3 demonstrated a similar, but weaker, effect of affectively biased changes in color preferences when participants did not see, but only imagined, the colored objects. The overall pattern of results indicated that color preferences are not fixed, but rather are shaped by affective experiences with colored objects. Possible explanations for the observed changes in color preferences were considered in terms of associative learning through evaluative conditioning and/or priming of prior knowledge in memory.

Ecological Effects in Cross‐Cultural Differences Between U.S. and Japanese Color Preferences

We investigated cultural differences between U.S. and Japanese color preferences and the ecological factors that might influence them. Japanese and U.S. color preferences have both similarities (e.g., peaks around blue, troughs around dark-yellow, and preferences for saturated colors) and differences (Japanese participants like darker colors less than U.S. participants do). Complex gender differences were also evident that did not conform to previously reported effects. Palmer and Schlosss (2010) weighted affective valence estimate (WAVE) procedure was used to test the Ecological Valence Theorys (EVTs) prediction that within-culture WAVE-preference correlations should be higher than between-culture WAVE-preference correlations. The results supported several, but not all, predictions. In the second experiment, we tested color preferences of Japanese-U.S. multicultural participants who could read and speak both Japanese and English. Multicultural color preferences were intermediate between U.S. and Japanese preferences, consistent with the hypothesis that culturally specific personal experiences during ones lifetime influence color preferences.

The politics of color: Preferences for Republican red versus Democratic blue

The present study reveals that Election Day differentially affects the color preferences of US Republicans and Democrats. Voters’ preferences for Republican red and Democratic blue were assessed, along with several distractor colors, on and around the 2010 interim and 2012 presidential elections. On non-Election Days, Republicans and Democrats preferred Republican red equally, and Republicans actually preferred Democratic blue more than Democrats did. On Election Day, however, Republicans’ and Democrats’ color preferences changed to become more closely aligned with their own party’s colors. Republicans liked Republican red more than Democrats did, and no longer preferred Democratic blue more than Democrats did. These results are consistent with the hypothesis that color preferences are determined by people’s preferences for correspondingly colored objects/entities (Palmer & Schloss in Proceedings of the National Academy of Sciences 107:8877–8882, 2010). They further suggest that color preferences are calculated at a given moment, depending on which color–object associations are currently most activated or salient. Color preferences are thus far more dynamic and context-dependent than has previously been believed.

Colorgorical: Creating discriminable and preferable color palettes for information visualization

We present an evaluation of Colorgorical, a web-based tool for creating discriminable and aesthetically preferable categorical color palettes. Colorgorical uses iterative semi-random sampling to pick colors from CIELAB space based on user-defined discriminability and preference importances. Colors are selected by assigning each a weighted sum score that applies the user-defined importances to Perceptual Distance, Name Difference, Name Uniqueness, and Pair Preference scoring functions, which compare a potential sample to already-picked palette colors. After, a color is added to the palette by randomly sampling from the highest scoring palettes. Users can also specify hue ranges or build off their own starting palettes. This procedure differs from previous approaches that do not allow customization (e.g., pre-made ColorBrewer palettes) or do not consider visualization design constraints (e.g., Adobe Color and ACE). In a Palette Score Evaluation, we verified that each scoring function measured different color information. Experiment 1 demonstrated that slider manipulation generates palettes that are consistent with the expected balance of discriminability and aesthetic preference for 3-, 5-, and 8-color palettes, and also shows that the number of colors may change the effectiveness of pair-based discriminability and preference scores. For instance, if the Pair Preference slider were upweighted, users would judge the palettes as more preferable on average. Experiment 2 compared Colorgorical palettes to benchmark palettes (ColorBrewer, Microsoft, Tableau, Random). Colorgorical palettes are as discriminable and are at least as preferable or more preferable than the alternative palette sets. In sum, Colorgorical allows users to make customized color palettes that are, on average, as effective as current industry standards by balancing the importance of discriminability and aesthetic preference.