An Ecological Valence Theory of Human Color Preference
Ecological valence theory: color preferences reflect average feelings toward objects associated with a color.
Citation
Palmer, S. E., & Schloss, K. B. (2010). An Ecological Valence Theory of Human Color Preference. Proceedings of the National Academy of Sciences, 107(19), 8877–8882.
Method
Empirical evaluation of ecological valence theory against alternatives.
Claims used
- People prefer colors associated with liked objects (blue with clear sky and clean water) and dislike colors associated with disliked objects (brown with spoiled food).
Extracted principles
- Cool hues for large surfacesNot tested
For large colored areas, blue, blue-green, green, and blue-violet may be safer choices than yellow, yellow-green, or brown.
Color