The Effect of Emotion on Color Preferences

Chan Jean Lee, University of California at Berkeley, USA
Eduardo Andrade, University of California at Berkeley, USA
Consumers find color everywhere in the marketplace – in products, packages, advertising, and brand logos. However, little is known about which colors consumers prefer, and why. Given the strong associations between colors and feelings, we investigate how the emotional state of an individual affects his/her color preferences. We examine three potential mechanisms of emotional influence on color preferences: (1) emotion-as-information, (2) emotion congruence, and (3) emotion regulation. Our study results show that happy (as opposed to sad or emotionally neutral) people prefer happy colors more.
[ to cite ]:
Chan Jean Lee and Eduardo Andrade (2010) ,"The Effect of Emotion on Color Preferences", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 846-847 .