1994
DOI: 10.1037/0096-3445.123.4.394
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Effects of color on emotions.

Patricia Valdez,
Albert Mehrabian

Abstract: Emotional reactions to color hue, saturation, and brightness (Munsell color system and color chips) were investigated using the Pleasure-Arousal-Dominance emotion model. Saturation (S) and brightness (B) evidenced strong and consistent effects on emotions. Regression equations for standardized variables were; Pleasure = .69B + .22S, Arousal = -.31B + .60S, Dominance = -.76B + .32S. Brightness effects were nearly the same for chromatic and achromatic colors. Blue, blue-green, green, red-purple, purple, and purp… Show more

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Cited by 935 publications
(850 citation statements)
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References 33 publications
(50 reference statements)
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“…For example, many people wear brightly colored clothes to contrast the dullness of rainy days, or choose soft items of clothing (e.g., a furry sweater) when they want to feel safe or cozy (see Kwon, 1991, for gender differences in mood-dependent cloth selection). There is indeed evidence that color affects mood (Valdez & Mehrabian, 1994), and the tactile qualities of the furry sweater may contribute to releasing chemicals known to lower stress levels. Consider also the work of the sociologist JeanClaude Kaufmann (2011), who found that the handbag a woman chooses to carry is neither simply an accessory for expressing individual style nor a utilitarian receptacle for toting around various practical tools (mobile phone, keys, tissues, etc.).…”
Section: Trustmentioning
confidence: 99%
“…For example, many people wear brightly colored clothes to contrast the dullness of rainy days, or choose soft items of clothing (e.g., a furry sweater) when they want to feel safe or cozy (see Kwon, 1991, for gender differences in mood-dependent cloth selection). There is indeed evidence that color affects mood (Valdez & Mehrabian, 1994), and the tactile qualities of the furry sweater may contribute to releasing chemicals known to lower stress levels. Consider also the work of the sociologist JeanClaude Kaufmann (2011), who found that the handbag a woman chooses to carry is neither simply an accessory for expressing individual style nor a utilitarian receptacle for toting around various practical tools (mobile phone, keys, tissues, etc.).…”
Section: Trustmentioning
confidence: 99%
“…Specifically, people tend to evaluate brighter colors more positively than darker colors (Guilford, 1934;Valdez & Mehrabian, 1994). Given that the preference for brighter colors is also observed in monkeys (Humphrey, 1971), the association between valence and brightness is suggested to reflect a general evolutionary predisposition of diurnal animals, for which darkness increases anxiety and negative feelings (Grillon, Pellowski, Merikangas, & Davis, 1997).…”
Section: Brightness Differences Influence the Evaluation Of Affectivementioning
confidence: 99%
“…Chroma is a measure of colour purity and vividness and is related to the saturation value. Higher chroma colours are found to be more arousing and induce a less relaxed-state 20 . The value of a colour is a measure of the brightness or how much white there is in a colour.…”
Section: Colourmentioning
confidence: 99%
“…The value of a colour is a measure of the brightness or how much white there is in a colour. Research suggests that brighter, high value colours, ones with more white in them, elicit a more relaxed response 20 .…”
Section: Colourmentioning
confidence: 99%