The color of emotion: A metric for implicit color associations

- Color matches were obtained to 20 emotion terms and 9 beverage concepts.
- Participants selected color matches on a touch-screen mobile device display.
- Color selections were statistically analyzed on all three L∗a∗b∗ dimensions.
- Matching colors differed significantly across emotion terms and beverage concepts.

Color cues impact the chemosensory perception of foods and beverages. Evidence suggests that color exerts these effects through a link with emotion. In this study, color associations to 20 emotion terms were obtained by having 194 participants use a touch-screen display to select a matching color. The resulting color matches were displayed visually and their coordinates in the L∗a∗b∗ system were analyzed statistically. Matching colors were found to differ as a function of emotion, with participants' age and sex somewhat moderating color matches. Color matches were also obtained to nine beverage-related sensory scenarios. The results indicate that consumers have pre-existing expectations regarding the appropriate color for specific flavors and types of drinks. Quantitative assessment of color-emotion associations may help clarify the cross-modal effects of color on taste and smell.