The Creative Power of Color Harmony

This research shows that creativity is enhanced by moderately disharmonious color combinations that evoke a disfluent experience and in turn activate an abstract level of construal that facilitates creativity cognitions. Six studies show that exposures to moderately disharmonious color combinations enhance performance on creativity tasks and intensify perceptions of innovativeness.


Nara Youn, Changyeop Shin, and Angela Lee (2016) ,"The Creative Power of Color Harmony", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 264-268.


Nara Youn, Hongik University, Korea
Changyeop Shin, Hongik University, Korea
Angela Lee, Northwestern University, USA


NA - Advances in Consumer Research Volume 44 | 2016

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