The aesthetics of colour

The color of fruits in photographs and still life paintings

Still life paintings comprise a wealth of data on visual perception. Prior work has shown that the color statistics of objects show a marked bias for warm colors. Here, we ask about the relative chromatic contrast of these object-associated colors compared with background colors in still life paintings. We reasoned that, owing to the memory color effect, where the color of familiar objects is perceived more saturated, warm colors will be relatively more saturated than cool colors in still life paintings as compared with photographs. We analyzed color in 108 slides of still life paintings of fruit from the teaching slide collection of the Fogg University Art Museum and 41 color-calibrated photographs of fruit from the McGill data set. The results show that the relatively higher chromatic contrast of warm colors was greater for paintings compared with photographs, consistent with the hypothesis.

Digital Strategies for Screen Time Reduction: A Randomized Field Experiment

Many consumers nowadays wish to reduce their smartphone usage in the hope of improving productivity and well-being. We conducted a pre-registered field experiment (N = 112) over a period of several weeks to test the effectiveness of two widely available digital strategies for screen time reduction. The effectiveness of a design friction intervention (i.e., activating grayscale mode) was compared with a goal-setting intervention (i.e., self-commitment to time limits) and a control condition (i.e., self-monitoring). The design friction intervention led to an immediate, significant reduction of objectively measured screen time compared with the control condition. Conversely, the goal-setting intervention led to a smaller and more gradual screen time reduction. In contrast to the popular belief that reducing screen time has broad benefits, we found no immediate causal effect of reducing usage on subjective well-being and academic performance.

A test of the ecological valence theory of color preference, the case of Arabic

Humans have systematic and reliable color preferences. The dominant account of color preference is that individuals like some colors more than others due to the valence of objects that they associate with colors (Ecological Valence Theory). In support of this theory, Palmer and Schloss show that the average valence of objects associated with a color, when weighted (the WAVE), explains up to 80% of the variation in color preference for adults from the United States (US). Here we investigate whether Ecological Valence Theory can account for the color preferences of female and male adults from Saudi Arabia to test how well the theory generalizes across cultures and how well it accounts for sex differences in color preference. We also extend the investigation of EVT by investigating whether abstract concept associations as well as object associations can account for preference. Saudi adults' color preferences, color object and concept associations, and association valence ratings were collected, and the WAVE was computed and correlated with preference ratings. The WAVE accounted for no more than half of the variance in Saudi color preferences, although there was some degree of sex specificity in the relationship of the WAVE and color preference. Adding abstract concept associations did not account for more variance than object associations alone, but the number of abstract concept associations did account for a significant amount of the variance in color preference for females, but not males. The findings converge with other cross-cultural studies in suggesting that the success of EVT in accounting for color preference varies across cultures and indicates that additional factors other than color associations are likely also at play.

Universality and superiority in preference for chromatic composition of art paintings

Color composition in paintings is a critical factor affecting observers’ aesthetic judgments. We examined observers’ preferences for the color composition of Japanese and Occidental paintings when their color gamut was rotated. In the experiment, observers were asked to select their preferred image from original and three hue-rotated images in a four-alternative forced choice paradigm. Despite observers’ being unfamiliar with the presented artwork, the original paintings (0 degrees) were preferred more frequently than the hue-rotated ones. Furthermore, the original paintings’ superiority was observed when the images were divided into small square pieces and their positions randomized (Scrambled condition), and when the images were composed of square pieces collected from different art paintings and composed as patchwork images (Patchwork condition). Therefore, the original paintings’ superiority regarding preference was quite robust, and the specific objects in the paintings associated with a particular color played only a limited role. Rather, the original paintings’ general trend in color statistics influenced hue-angle preference. Art paintings likely share common statistical regulations in color distributions, which may be the basis for the universality and superiority of the preference for original paintings.

Clothing Aesthetics: Consistent Colour Choices to Match Fair and Tanned Skin Tones

Fashion stylists advise clothing colours according to personal categories that depend on skin, hair and eye colour. These categories are not defined scientifically, and advised colours are inconsistent. Such caveats may explain the lack of formal tests of clothing colour aesthetics. We assessed whether observers preferred clothing colours that are linked to variation in melanin levels among White women. For this, we presented 12 women's faces: six with fair skin (relatively lower in melanin) and six with tanned skin (relatively higher in melanin). Across two experiments, observers (N = 96 and 75) selected the colour (hue and saturation or hue and value) of simulated clothing that most suited the skin tone of each face. Observers showed strong preferences for red and blue hues, and in addition favoured ‘cool’ blue hues to match fair skin and ‘warm’ orange/red hues to match tanned skin. This finding suggests that skin tone can determine colour preferences for clothes.

Naturalness and aesthetics of colors - Preference for color compositions perceived as natural

What makes a colored image, e.g. an abstract painting or a landscape, look pleasing? We hypothesized that a preference for complex color compositions, such as paintings and images of natural scenes, might be related to how natural the colors are perceived. We tested this possibility with two experiments in which the degree of naturalness of images was manipulated by rotating their color gamut rigidly in the color space CIELAB. This changed just the hue composition, but preserved saturation and lightness. In the first experiment we obtained individual scaling curves for perceived naturalness and for preference as a function of the angle of gamut rotation for a small set of images. The naturalness and preference scaling curves were found to be largely similar and their maxima were close to the original image. In the second experiment, we tested whether this effect generalized to a larger set of images. We used a simultaneous 5AFC procedure where in each trial participants had to select the most natural or the most preferred image from five different rotations of the color gamut. The results confirmed the first experiment and showed that, in general, the images perceived as the more natural tend to be the ones that are preferred. Together these results show that perceived naturalness and preference are indeed perceptually closely related and may be driven by related mechanisms.

Fragmentary Blue: Resolving the Rarity Paradox in Flower Colors

Blue is a favored color of many humans. While blue skies and oceans are a common visual experience, this color is less frequently observed in flowers. We first review how blue has been important in human culture, and thus how our perception of blue has likely influenced the way of scientifically evaluating signals produced in nature, including approaches as disparate as Goethe's Farbenlehre, Linneaus' plant taxonomy, and current studies of plant-pollinator networks. We discuss the fact that most animals, however, have different vision to humans; for example, bee pollinators have trichromatic vision based on UV-, Blue-, and Green-sensitive photoreceptors with innate preferences for predominantly short-wavelength reflecting colors, including what we perceive as blue. The subsequent evolution of blue flowers may be driven by increased competition for pollinators, both because of a harsher environment (as at high altitude) or from high diversity and density of flowering plants (as in nutrient-rich meadows). The adaptive value of blue flowers should also be reinforced by nutrient richness or other factors, abiotic and biotic, that may reduce extra costs of blue-pigments synthesis. We thus provide new perspectives emphasizing that, while humans view blue as a less frequently evolved color in nature, to understand signaling, it is essential to employ models of biologically relevant observers. By doing so, we conclude that short wavelength reflecting blue flowers are indeed frequent in nature when considering the color vision and preferences of bees.

Item Features Interact With Item Category in Their Influence on Preferences

Low-level visual features are known to play a role in value-based decision-making. However, most previous studies focused on the role of only a single low-level feature or only for one type of item. These studies also used only one method of measurement and provided a theory accounting for those specific findings. We aimed to utilize a different more robust approach. We tested the contribution of low-level visual features to value-based decision-making of three item types: fractal-art images, faces, and snack food items. We used two techniques to estimate values: subjective ratings and actual choices. We found that low-level visual features contribute to value-based decision-making even after controlling for higher level features relevant for each item category (for faces, features like eye distance and for food snacks, features like price and calories). Importantly, we show that, overall, while low-level visual features consistently contribute to value-based decision-making as was previously shown, different features distinctively contribute to preferences of specific item types, as was evident when we estimated values using both techniques. We claim that theories relying on the role of single features for individual item types do not capture the complexity of the contribution of low-level visual features to value-based decision-making. Our conclusions call for future studies using multiple item types and various measurement methods for estimating value in order to modify current theories and construct a unifying framework regarding the relationship between low-level visual features and choice.

Effects of content and viewing distance on the preferred size of moving images

While visual size preferences regarding still objects have been investigated and linked to the “canonical size” effect—where preferred on-screen size was significantly related to objects’ real-world size—the visual size preferences related to moving images of natural scenes has not been researched. In this study, we measured the preferred size of moving images of natural scenes and short duration and investigated the effect of viewing distance on size preferences. Our results showed that the preferred size varied strongly depending on content, and we found moving images’ canonical size effect. The preferred size in images of scenery was significantly larger than in images of persons, and there was a positive correlation between the preferred size and the real-world physical size of the main subjects in the images. When the viewing distance was doubled, the preferred size increased about 10% as a ratio to screen size—in contrast to the findings of a previous study. While the rationale for these findings is not yet clear, our analysis suggests that neither the motion component in the images nor the nature of their background area are contributing factors. We suggest that environment, viewing distance, and screen size may contribute to this effect.

A Historically Based Review of Empirical Work on Color and Psychological Functioning: Content, Methods, and Recommendations for Future Research

Empirical work on color and psychological functioning has a long history, dating back to the 19th century. This early research focused on five different areas: Arousal, physical strength, preference, time perception, and attention. In the present paper, I overview the relations observed in this early research, and detail methodological weaknesses therein. I then trace subsequent 20th and 21st century developments in these research areas, in terms of both content and methods. Finally, I extend the review to cover the full breadth of research in this domain of inquiry, and provide guidelines for interpreting existing work and conducting future work. Thus, this historically based review tells us much about research on color and psychological functioning, including where it started, where it has been, where it is, and where it can go.

Seasonal Changes in Color Preferences Are Linked to Variations in Environmental Colors: A Longitudinal Study of Fall

People form associations between colors and entities, which influence their evaluations of the world. These evaluations are dynamic, as specific associations become more or less active in people's minds over time. We investigated how evaluations of colors (color preferences) changed over the course of fall, as color-associated fall entities became more prevalent in the environment. Participants judged their preferences for the same set of colors during nine testing sessions over 11 weeks during fall. We categorized the colors as Leaf and Non-Leaf Colors by matching them to leaves collected during the same period. Changes in preferences for Leaf Colors followed a quadratic pattern, peaking around when the leaves were most colorful and declining as winter approached. Preferences for Non-Leaf Colors did not significantly change. Individual differences in these changes could be explained by preferences for seasonal entities, as predicted by the differential activation hypothesis within the Ecological Valence Theory. The more a given individual liked fall-associated entities, the more their preference for Leaf Colors increased during fall. No analogous relations existed with winter-associated entities or Non-Leaf Colors. These results demonstrate the importance of studying temporal and individual differences for understanding preferences.

Modeling color preference using color space metrics

Studying color preferences provides a means to discover how perceptual experiences map onto cognitive and affective judgments. A challenge is finding a parsimonious way to describe and predict patterns of color preferences, which are complex with rich individual differences. One approach has been to model color preferences using factors from metric color spaces to establish direct correspondences between dimensions of color and preference. Prior work established that substantial, but not all, variance in color preferences could be captured by weights on color space dimensions using multiple linear regression. The question we address here is whether model fits may be improved by using different color metric specifications. We therefore conducted a large-scale analysis of color space models, and focused in-depth analysis on models that differed in color space (cone-contrast vs. CIELAB), coordinate system within the color space (Cartesian vs. cylindrical), and factor degrees (1st degree only, or 1st and 2nd degree). We used k-fold cross validation to avoid over-fitting the data and to ensure fair comparisons across models. The best model was the 2nd-harmonic Lch model ("LabC Cyl2"). Specified in CIELAB space, it included 1st and 2nd harmonics of hue (capturing opponency in hue preferences and simultaneous liking/disliking of both hues on an opponent axis, respectively), lightness, and chroma. These modeling approaches can be used to characterize and compare patterns for group averages and individuals in future datasets on color preference, or other measures in which correspondences between color appearance and cognitive or affective judgments may exist.

An ecological framework for temporal and individual differences in color preferences

There are well-known and extensive differences in color preferences between individuals, but there are also within-individual differences from one time to another. Despite the seeming independence between these individual and temporal effects, we propose that they have the same underlying cause: people's ecological experiences with color-associated objects and events. Our approach is motivated by the Ecological Valence Theory (EVT; Palmer & Schloss, 2010) which states that preference for a given color is determined by the combined valence (liking/disliking) of all objects and events associated with that color. We define three ecologically-based hypotheses for explaining temporal and individual differences in color preferences concerning: (1) differences in object valences, (2) differences in color-object associations, and (3) differences in object activations in the mind when preferences are measured. We review prior studies that support these hypotheses and raise open research questions about untested predictions. We also extend the computational framework of the EVT by defining a single weighted average equation that captures both individual and temporal differences in color preferences. Finally, we consider other factors that potentially contribute to color preferences, including abstract symbolic associations, color in design, and psychophysical and/or physiological factors.

Color preferences for four different types of spaces

Purpose

Studies on color preferences for different types of spaces are scarce and show ambiguous results. This paper aims to present data about preferred colors for two work environments: the office and a meeting room, and two residential spaces: the living room and the bedroom. The authors also explore whether people with different personal characteristics of gender, age, education and type of person have different color preferences.

Design/methodology/approach

The data were collected by means of a questionnaire that was distributed among 1,077 Dutch people.

Findings

The color white was most frequently mentioned as the preferred color, by 32-44 per cent of all male respondents and 28-38 per cent of all female respondents, dependent on type of space. The choice “no color preference” rated high as well: by 11-22 per cent of men and 7-22 per cent of women. Preferred colors showed to be significantly different for different types of spaces, males and females, different age groups, level of education and type of person.

Research limitations/implications

The research took place in the Netherlands, so only Dutch color preferences have been collected. Due to the many influencing factors, only a selection of the conceptual model could be empirically tested.

Practical implications

Information about color preferences for different types of spaces can support clients, end users and (interior) architects to create environments that people like, which may influence peoples’ well-being in a positive way. It is suggested to apply colors in the built environment more like nature shows.

Originality/value

Until now, no information was available about color preferences for different types of spaces in connection with different types of personalities.

Stability and Variability in Aesthetic Experience: A Review

Based on psychophysics’ pragmatic dualism, we trace the cognitive neuroscience of stability and variability in aesthetic experience. With regard to different domains of aesthetic processing, we touch upon the relevance of cognitive schemata for aesthetic preference. Attitudes and preferences are explored in detail. Evolutionary constraints on attitude formation or schema generation are elucidated, just as the often seemingly arbitrary influences of social, societal, and cultural nature are. A particular focus is put on the concept of critical periods during an individual’s ontogenesis. The latter contrasting with changes of high frequency, such as fashion influences. Taken together, these analyses document the state of the art in the field and, potentially, highlight avenues for future research.

Seasonal Variations in Color Preference

We investigated how color preferences vary according to season and whether those changes could be explained by the ecological valence theory (EVT). To do so, we assessed the same participants' preferences for the same colors during fall, winter, spring, and summer in the northeastern United States, where there are large seasonal changes in environmental colors. Seasonal differences were most pronounced between fall and the other three seasons. Participants liked fall-associated dark-warm colors-for example, dark-red, dark-orange (brown), dark-yellow (olive), and dark-chartreuse-more during fall than other seasons. The EVT could explain these changes with a modified version of Palmer and Schloss' (2010) weighted affective valence estimate (WAVE) procedure that added an activation term to the WAVE equation. The results indicate that color preferences change according to season, as color-associated objects become more/less activated in the observer. These seasonal changes in color preferences could not be characterized by overall shifts in weights along cone-contrast axes.

Ecological influences on individual differences in color preference

How can the large, systematic differences that exist between individuals' color preferences be explained? The ecological valence theory (Palmer & Schloss, Proceedings of the National Academy of Sciences 107:8877-8882, 2010) posits that an individual's preference for each particular color is determined largely by his or her preferences for all correspondingly colored objects. Therefore, individuals should differ in their color preferences to the extent that they have different preferences for the same color-associated objects or that they experience different objects. Supporting this prediction, we found that individuals' color preferences were predicted better by their own preferences for correspondingly colored objects than by other peoples' preferences for the same objects. Moreover, the fit between color preferences and affect toward the colored objects was reliably improved when people's own idiosyncratic color-object associations were included in addition to a standard set of color-object associations. These and related results provide evidence that individual differences in color preferences are reliably influenced by people's personal experiences with colored objects in their environment.

Étude expérimentale de l'impact de la couleur d'une annonce publicitaire sur l'attitude envers l'annonce

L'objectif de cet article est d'étudier les effets de la couleur dominante d'une annonce publicitaire sur les émotions suscitées par l'annonce, l'agrément vis-à-vis de la couleur et l'attitude envers l'annonce. Les conditions d'existence de telles relations sont mises en évidence. Une étude fondée sur une expérimentation a été menée. Les résultats montrent que l'effet de la couleur n'est pas direct; il se produit par l'intermédiaire d'une variable médiatrice: la congruence entre la couleur et l'annonce. Il dépend, par ailleurs, du type de produit.

Le consommateur vit dans un monde en couleurs

Alors que les praticiens du marketing font de plus en plus de la couleur une variable d'action fondamentale sur les marchés, et qu'on assiste à une véritable révolution chromatique pour certaines classes de produits, on ne peut manquer d'être surpris par la relative rareté et l'ancienneté des recherches marketing en la matière. L'objet de cet article est d'établir un état des lieux des connaissances dans une perspective marketing, de mettre en évidence le caractère multidimensionnel du phénomène des couleurs, de mettre en exergue les problèmes méthodologiques que pose son appréhension correcte et de dégager des voies de recherche pour les années à venir.

Most and Least Preferred Colours Differ According to Object Context: New Insights from an Unrestricted Colour Range

Humans like some colours and dislike others, but which particular colours and why remains to be understood. Empirical studies on colour preferences generally targeted most preferred colours, but rarely least preferred (disliked) colours. In addition, findings are often based on general colour preferences leaving open the question whether results generalise to specific objects. Here, 88 participants selected the colours they preferred most and least for three context conditions (general, interior walls, t-shirt) using a high-precision colour picker. Participants also indicated whether they associated their colour choice to a valenced object or concept. The chosen colours varied widely between individuals and contexts and so did the reasons for their choices. Consistent patterns also emerged, as most preferred colours in general were more chromatic, while for walls they were lighter and for t-shirts they were darker and less chromatic compared to least preferred colours. This meant that general colour preferences could not explain object specific colour preferences. Measures of the selection process further revealed that, compared to most preferred colours, least preferred colours were chosen more quickly and were less often linked to valenced objects or concepts. The high intra- and inter-individual variability in this and previous reports furthers our understanding that colour preferences are determined by subjective experiences and that most and least preferred colours are not processed equally.

In the working memory of the beholder: Art appreciation is enhanced when visual complexity is compatible with working memory

What shapes art appreciation? Much research has focused on the importance of visual features themselves (e.g., symmetry, natural scene statistics) and of the viewer's experience and expertise with specific artworks. However, even after taking these factors into account, there are considerable individual differences in art preferences. Our new result suggests that art preference is also influenced by the compatibility between visual properties and the characteristics of the viewer's visual system. Specifically, we have demonstrated, using 120 artworks from diverse periods, cultures, genres, and styles, that art appreciation is increased when the level of visual complexity within an artwork is compatible with the viewer's visual working memory capacity. The result highlights the importance of the interaction between visual features and the beholder's general visual capacity in shaping art appreciation.

Red, purple and pink: the colors of diffusion on pinterest

Many lab studies have shown that colors can evoke powerful emotions and impact human behavior. Might these phenomena drive how we act online? A key research challenge for image-sharing communities is uncovering the mechanisms by which content spreads through the community. In this paper, we investigate whether there is link between color and diffusion. Drawing on a corpus of one million images crawled from Pinterest, we find that color significantly impacts the diffusion of images and adoption of content on image sharing communities such as Pinterest, even after partially controlling for network structure and activity. Specifically, Red, Purple and pink seem to promote diffusion, while Green, Blue, Black and Yellow suppress it. To our knowledge, our study is the first to investigate how colors relate to online user behavior. In addition to contributing to the research conversation surrounding diffusion, these findings suggest future work using sophisticated computer vision techniques. We conclude with a discussion on the theoretical, practical and design implications suggested by this work-e.g. design of engaging image filters.

An experimental study of gender and cultural differences in hue preference

This paper investigates the influence of both gender and culture on color preference. Inspection of previous studies of color preference reveals that many of these studies have poor control over the colors that are shown-the chromatic co-ordinates of colors are either not noted or the illuminant that colors are shown under is not controlled. This means that conclusions about color preference are made using subjective terms for hue with little knowledge about the precise colors that were shown. However, recently, a new quantitative approach to investigating color preference has been proposed, where there is no need to summarize color preference using subjective terms for hue (Hurlbert and Ling, 2007; Ling and Hurlbert, 2007). This approach aims to quantitatively summarize hue preference in terms of weights on the two channels or "cardinal axes" underlying color vision. Here I further extend Hurlbert and Ling's (2007) approach to investigating color preference, by replicating their study but with Arabic and English participants, and to answer several questions: First, are there cultural differences in the shape of the overall preference curve for English and Arabic participants? Second, are there gender differences in the shape of the overall preference curve for English and Arabic participants? Thirty eight British and 71 Saudi Arabian (Arabic) participants were compared. Results revealed that Arabic and English preference curves were found to differ, yet there was greater similarity for Arabic and English males than Arabic and English females. There was also a sex difference that was present for both Arabic and English participants. The male curve is fairly similar for both samples: peak-preference is in the blue-green region, and a preference minimum is in the red-pink/purple region. For Arabic females the preference peak appears to be in the red-pink region, whilst for English females it is shifted toward purple/blue-green.

Traces across the body: influence of music-dance synchrony on the observation of dance

In previous studies investigating entrainment and person perception, synchronized movements were found to enhance memory for incidental person attributes. Although this effect is robust, including in dance, the process by which it is actuated are less well understood. In this study, two hypotheses are investigated: that enhanced memory for person attributes is the result of (1) increased gaze time between in-tempo dancers; and/or (2) greater attentional focus between in-tempo dancers. To explore these possible mechanisms in the context of observing dance, an eye-tracking study was conducted in which subjects watched videos of pairs of laterally positioned dancers; only one of the dancers was synchronized with the music, the other being asynchronous. The results were consistent with the first hypothesis-music-dance synchrony gives rise to increased visual inspection times. In addition, there was a preference for upper-body fixations over lower-body fixations across both synchronous and asynchronous conditions. A subsequent, single-dancer eye-tracking study investigated fixations across different body regions, including head, torso, legs and feet. Significantly greater dwell times were recorded for head than torso and legs; feet attracted significantly less dwell time than any other body region. Lastly, the study sought to identify dance gestures responsible for torso- and head-directed fixations. Specifically we asked whether there are features in dance that are specially designed to direct an observer's gaze towards the face-the main "communicative portal" with respect to the transmission of intent, affect and empathy.

Hot or not: response inhibition reduces the hedonic value and motivational incentive of sexual stimuli

The motivational incentive of reward-related stimuli can become so salient that it drives behavior at the cost of other needs. Here we show that response inhibition applied during a Go/No-go task not only impacts hedonic evaluations but also reduces the behavioral incentive of motivationally relevant stimuli. We first examined the impact of response inhibition on the hedonic value of sex stimuli associated with strong behavioral-approach responses (Experiment 1). Sexually appealing and non-appealing images were both rated as less attractive when previously encountered as No-go (inhibited) than as Go (non-inhibited) items. We then discovered that inhibition reduces the motivational incentive of sexual appealing stimuli (Experiment 2). Prior Go/No-go status affected the number of key-presses by heterosexual males to view erotic-female (sexually appealing) but not erotic-male or scrambled-control (non-appealing) images. These findings may provide a foundation for developing inhibition-based interventions to reduce the hedonic value and motivational incentive of stimuli associated with disorders of self-control.

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.

Pretty in pink: The early development of gender-stereotyped colour preferences

Parents commonly dress their baby girls in pink and their baby boys in blue. Although there is research showing that children prefer the colour blue to other colours (regardless of gender), there is no evidence that girls actually have a special preference for the colour pink. This is the focus of the current investigation. In a large cross-sectional study, children aged 7 months to 5 years were offered eight pairs of objects and asked to choose one. In every pair, one of the objects was always pink. By the age of 2, girls chose pink objects more often than boys did, and by the age of 2.5, they had a significant preference for the colour pink over other colours. At the same time, boys showed an increasing avoidance of pink. These results thus reveal that sex differences in young children's preference for the colour pink involves both an increasing attraction to pink by young girls and a growing avoidance of pink by boys.

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.

Beauty and the beholder: highly individual taste for abstract, but not real-world images

How individual are visual preferences? For real-world scenes, there is high agreement in observer's preference ratings. This could be driven by visual attributes of the images but also by non-visual associations, since those are common to most individuals. To investigate this, we developed a set of novel abstract, visually diverse images. At the individual observer level both abstract and real-world images yielded robust and consistent visual preferences, and yet abstract images yielded much lower across observer agreement in preferences than did real-world images. This suggests that visual preferences are typically driven by the semantic content of stimuli, and that shared semantic interpretations then lead to shared preferences. Further experiments showed that highly individual preferences can nevertheless emerge also for real-world scenes, in contexts which de-emphasize their semantic associations.

Does colour preference have a role in colour term acquisition?

A developmental association exists between colour preference and emerging colour term acquisition in young children. Colour preference might influence colour term acquisition by directing attention towards or away from a particular colour, making it more or less memorable. To investigate the role that colour preference may have in the acquisition of colour terms, experimental tasks of colour preference, discrimination, attention, memory, and new colour term learning, were given to three groups of participants (preschool children; primary school children; and adults). Each task utilized the same colour stimuli, which were four computer-simulated colours, matched perceptually to four different Munsell chips, drawn from the same colour category. Three colours varied systematically from an anchor colour (10PB 4/8) only in saturation (10PB 4/4), luminance (10PB 6/8), or hue (5P 4/8). Results showed that within-category colour preferences emerged with age, and that when established within individuals, most preferred colours were named significantly more accurately than least preferred colours, although this association did not appear to be mediated directly by attention or memory. Rather, perceptual saliency was shown to have a mediating role, to some extent, in determining the relationship between colour preference and the cognitive processing of colour.

Semantic priming without awareness: some methodological considerations and replications

Previous studies of subliminal semantic priming effects are considered. The distinction between subjective and objective detection thresholds proposed by Cheesman and Merikle (1984) is accepted, and it is concluded that no convincing evidence has been adduced to support or deny the existence of semantic priming effects at or below objective threshold. New criteria for the assessment of objective thresholds are proposed, and four experiments are reported in each of which pattern-masked primes were presented 10% below objective threshold. The first three experiments presented primes, mask, and targets binocularly; the fourth used dichoptic presentation. Data were analysed using both conventional F ratios and the quasi F ratio advocated by Clark (1973). Results showed that significant subliminal semantic priming effects occurred in each experiment when conventional F ratios were used, and significant effects occurred in all but the first experiment when quasi F was used. Binocular and dichoptic presentation of stimuli gave semantic priming effects whose magnitudes did not differ significantly. It is concluded that semantic priming effects can be obtained below objective detection threshold. It is also concluded that replication with different participants and different stimuli is preferable to the use of quasi F ratios in investigations where verbal stimuli are used.