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Using Single Colors and Color Pairs to Communicate Basic Tastes II: Foreground-Background Color Combinations
Stockholm University, Faculty of Social Sciences, Department of Psychology.
Number of Authors: 4
2016 (English)In: i-Perception, ISSN 2041-6695, E-ISSN 2041-6695, Vol. 7, no 5, 2041669516663750Article in journal (Refereed) Published
Abstract [en]

People associate basic tastes (e. g., sweet, sour, bitter, and salty) with specific colors (e. g., pink or red, green or yellow, black or purple, and white or blue). In the present study, we investigated whether a color bordered by another color (either the same or different) would give rise to stronger taste associations relative to a single patch of color. We replicate previous findings, highlighting the existence of a robust crossmodal correspondence between individual colors and basic tastes. On occasion, color pairs were found to communicate taste expectations more consistently than were single color patches. Furthermore, and in contrast to a recent study in which the color pairs were shown side-by-side, participants took no longer to match the color pairs with tastes than the single colors (they had taken twice as long to respond to the color pairs in the previous study). Possible reasons for these results are discussed, and potential applications for the results, and for the testing methodology developed, are outlined.

Place, publisher, year, edition, pages
2016. Vol. 7, no 5, 2041669516663750
Keyword [en]
color, color pairs, basic tastes, crossmodal correspondences, design
National Category
Psychology
Identifiers
URN: urn:nbn:se:su:diva-142430DOI: 10.1177/2041669516663750ISI: 000394646100002PubMedID: 27708752OAI: oai:DiVA.org:su-142430DiVA: diva2:1092404
Available from: 2017-05-02 Created: 2017-05-02 Last updated: 2017-05-02Bibliographically approved

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  • apa
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