Effects of color–emotion association on facial expression judgments

Abstract

Color and emotion are metaphorically associated in the human mind. This color–emotion association affects perceptual judgment. For example, stimuli representing colors can affect judgment of facial expressions. The present study examined whether colors associated with happiness (e.g., yellow) and sadness (e.g., blue and gray) facilitate judgments of the associated emotions in facial expressions. We also examined whether temporal proximity between color and facial stimuli interacts with any of these effects. Participants were presented with pictures of a happy or sad face against a yellow-, blue-, or gray-colored background and asked to judge whether the face represented happiness or sadness as quickly as possible. The face stimulus was presented simultaneously (Experiment 1) or preceded for one second by the colored background (Experiment 2). The analysis of response time showed that yellow facilitated happiness judgment, while neither blue nor gray facilitated sadness judgment. Moreover, the effect was found only when the face and color stimuli were presented simultaneously. The results imply that the association of sadness with blue and gray is weak and, consequently, does not affect emotional judgment. Our results also suggest that temporal proximity is critical for the effect of the color–emotion association (e.g., yellow–happiness) on emotional judgment.

Perception of Emotions and Colours Among Ukrainians

“…Its association with interest may lie in the fact that interest in something is a primary driver of human development. The conclusion is based on the perception that green is commonly associated with growth and vitality (Takei & Imaizumi, 2021). Purple followed as the second most chosen colour (11.8%).…”

“…Yellow was the most commonly associated colour with the emotion of 'joy' (33.1%). This association is prevalent across many cultures (Takei & Imaizumi, 2021) due to its brightness, which attracts attention and stimulates the brain (Kaya & Epps, 2004), as well as its connection to the sun, a symbol of life and energy (Kaur, 2020). It is often associated with intensity, passion, and dynamism.…”

“…This association is due to the influence of 20th-century marketing companies that sought to increase sales by differentiating gender roles (Tarajko-Kowalska & Kowalski, 2023). The least prevalent colour was green (12.6%), which may be associated with joy due to its connection with health, growth, and nature (Takei & Imaizumi, 2021).…”

“…Green also accounted for 14.2% of the impressions, which could indicate surprise in anticipation of an individual's growth. However, green can also be associated with disgust, such as dirt or food poisoning (Takei & Imaizumi, 2021). The next most frequently mentioned colour was blue (13.4%).…”

“…Red is a dynamic and active colour that can raise blood pressure and heart rate, which are physiological manifestations of anger. Additionally, red is often associated with danger due to its association with blood, fire, and some toxic creatures (Takei & Imaizumi, 2021). Furthermore, from an evolutionary perspective, red, such as facial flushing, can indicate aggression or dominance, which is linked to anger (Kaya & Epps, 2004).…”