![]() Palmer has found that when people are presented repulsive objects in a color they liked before-say a red, runny eyeball instead of a ripe cherry-they have a decreased preference for the previously liked color. And that can influence a person’s mood or their actions-when it comes to choosing a sweater, what food to eat or what product to buy. People tend to like colors they associate with objects they love or consider to be good things-they like red because it’s the color of strawberries or cherries or red lips. ![]() ![]() “It seems more and more clear to us that people’s color preferences are adaptive and change over the course of even hours or days,” he says. “I don’t think such differences are innate,” says Palmer. The opposite was true for the Stanford students, who had a strong dislike of the “Berkeley” blue and gold, but a love for their school’s red and white. In a 2011 study of students at Berkeley and Stanford-archrival colleges-the Berkeley students had positive associations with their school’s blue and gold but negative associations with the “Stanford” red and white. In the same study, however, babies curiously liked that particular hue best. Over time, however, humans alter their preferences and the good or bad things they associate with those colors.įor instance, Palmer and his colleagues found that when presented with a series of colors, adults least-liked a greenish-brown color he calls “yucky poo,” because they associated it with bad things: feces, snot and rotting vegetation. The question is, why do those preferences exist and how did they get there?Ī preference for some colors may be innate-not exactly hard-wired into the DNA, but there in some minimal form. Humans of all ages and cultures have color preferences. Otherwise, preferences for certain colors, or associating them with certain moods or emotions or values, are highly individual and subjective-and strongly influenced by culture and personal experience, says Palmer, an expert on visual perception and color preference. That color is favored because it’s associated with things that are almost all good-a deep, clean lake, a clear sky or a beautiful sapphire gemstone. ![]() Here’s one: “Cross-culturally, the most highly favored color is very saturated blue,” says Steve Palmer, professor emeritus at the University of California, Berkeley. There are few universal truths when it comes to how humans feel about color. ![]()
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