Color associations to emotion and emotion-laden words: A collection of norms for stimulus construction and selection

Color has the ability to influence a variety of human behaviors, such as object recognition, the identification of facial expressions, and the ability to categorize stimuli as positive or negative. Researchers have started to examine the relationship between emotional words and colors, and the findings have revealed that brightness is often associated with positive emotional words and darkness with negative emotional words (e.g., Meier, Robinson, & Clore, Psychological Science, 15, 82-87, 2004). In addition, words such as anger and failure seem to be inherently associated with the color red (e.g., Kuhbandner & Pekrun). The purpose of the present study was to construct norms for positive and negative emotion and emotion-laden words and their color associations. Participants were asked to provide the first color that came to mind for a set of 160 emotional items. The results revealed that the color RED was most commonly associated with negative emotion and emotion-laden words, whereas YELLOW and WHITE were associated with positive emotion and emotion-laden words, respectively. The present work provides researchers with a large database to aid in stimulus construction and selection.