“…Blue is associated with mainly positive objects or concepts (Palmer & Schloss, 2010) as well as positive emotions (Adams & Osgood, 1973;Valdez & Mehrabian, 1994). Of interest, however, is pink because, contrary to theory-driven expectations (Palmer & Schloss, 2010), low liking of pink (in one sample) did not mean that pink associated with negative emotions (in another sample), but actually with positive emotions (see also Gil & Le Bigot, 2014;Kalay-Shahin, Cohen, Lemberg, Harary, & Lobel, 2016;Simmons, 2011). We conjecture that gender differences in colour preferences are not primarily explainable by differences in colour-emotion associations.…”