Judging the pleasantness of form-color combinations

The way people with various degrees of aesthetic expertise integrate form and color information in a pleasantness judgment was investigated in 2 experiments. Participants were asked to assign an overall pleasantness value to combinations of forms and colors. In Experiment 1, the factors manipulated were form and color inside the form. In Experiment 2, they were form and color of the ground. In judging the pleasantness of form-color combinations, participants applied a complex rule in which the weight attributed to one element depends on the value of the other element. When the value of an element is medium (when it is neither liked nor disliked), its weight is lower than when its value is low (when it is disliked). As a result, the weight of the other element is proportionally altered. The data support a nonequal averaging combination rule. Very few differences between experts and nonexperts were observed. This result supports the view that the pleasantness judgments were based largely on automatic reactions.