Volume : III, Issue : II, February - 2014

Colour – Emotions Association and its Affective Interpretation

Dr. Harishchandra Singh Rathod

Abstract :

Colour symbolism can be apparent in how people link colors with things, objects or physical space. This paper attempts to understand how students of post graduate management institute located in Gujarat State (India) associate affective responses to five principle hues (i.e., red, yellow, green, blue, purple), five intermediate hues (i.e., yellow-red, green-yellow, blue-green, purple-blue, and red-purple), and three achromatic colours (white, grey, and black) and the reasons for their choices. The colour stimuli were referenced from the Munsell Colour System. The results revealed that the principle hues comprised the highest number of positive emotional responses, followed by the intermediate hues and the achromatic colours. Moreover the study also revealed that colour green induced mainly positive emotions such as relaxation and comfort because it reminded most of the respondents of nature. Colour green-yellow had the lowest number of positive responses because it was associated with anxiety and elicited the feelings of sickness and abhorrence. For the achromatic colours, white attained a large number of positive responses, followed by the colours black and grey. The reasons for the colour-emotion associations are discussed in this paper. Here, an attempt is made by the researcher to suggest future areas of research related to colour and its associations with human psychology

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Article: Download PDF   DOI : 10.36106/ijsr  

Cite This Article:

Dr.Harishchandra Singh Rathod Colour – Emotions Association and its Affective Interpretation International Journal of Scientific Research, Vol.III, Issue.II February 2014

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