How Red,Blue, and Green are Affectively Judged

The present study aimed at examining how the colors red, blue, and green were affectively judged through three variables: dominance, arousal, and pleasure. All participants were exposed to red, blue, green, and white (control condition), which were created using the hue–saturation–value color model. Then, participants were invited to rate their perceptions using the self‐assessment manikin. Results showed that (a) red was strongly associated with dominance and arousal; (b) blue was moderately and slightly associated with dominance and arousal, respectively; (c) green was slightly associated with arousal; and (d) blue and green were slightly more pleasurable than red. These results provide initial insights into how people perceive colors through the notions of dominance, arousal, and pleasure. Important practical implications for the use of colors are discussed. Copyright © 2016 John Wiley & Sons, Ltd.