Correspondence analysis of color–emotion associations. Issue 2 (30th August 2017)

• Record Type: Journal Article
• Authors: Hanada, Mitsuhiko
• Is Part Of: Color research & application. Volume 43:Issue 2(2018:Apr.)
• Page Start: 224
• Page End: 237
• Publication Date: 2017-08-30
• Subjects: color -- correspondence analysis -- emotion; Color -- Periodicals; 535
• DOI: 10.1002/col.22171
• Languages: English
• ISSNs: 0361-2317

Abstract

Abstract: Emotions are often associated with colors, but what mediates color–emotion associations is not fully understood. This study examined associations between colors and emotions using correspondence analysis. The hypothesis that emotions are associated with colors through the correspondence between the hue circle and the circumplex model of emotion/affect was tested. Participants viewed 40 colors and reported a word that expressed an emotion that they associated with or felt in response to each color. Participants' responses were aggregated into a contingency table of colors and emotion words, and a correspondence analysis was conducted. An eight‐dimensional biplot was obtained. The first and second dimensions were related to hue, and the hue configuration was similar to colors' spectral trajectory in the CIE xy space or the CIELAB a*b* color space. The configuration of emotions was not consistent with the circumplex model of emotion, which rejected the above hypothesis. The associations in dimensions 1 and 2 appeared to be mediated by the perceived temperature of colors and emotions. In dimensions 3–6, dimensions that seemed to reflect secondary associations based on cultural convention or personal experiences (such as white with emotionless and purity and blue with depression) were obtained. These results also demonstrated the usefulness of correspondence analysis for analyzing color–emotion associations due to its ability to reveal the underlying statistical structure of associations.