Some variables in the blue (red) phenomenon

The relation between spontaneous color choices and ratings of the prototypicality, conspicuousness, and pleasantness of colors was studied in a sample of Dutch college students. Pleasantness, not prototypicality or conspicuousness, determined the four most frequent spontaneous choices--red, blue, green, and purple. Subjects considered blue the most pleasant of the 12 colors studied, which suggests a pleasantness explanation for the "blue phenomenon" found in some countries. The predominance of red as a spontaneous choice replicated the results of previous studies in the Netherlands. Red also was rated highest in prototypicality but was not rated higher by red choosers than by choosers of other colors, so that a simple prototypicality explanation was rejected. Further analysis showed that the predominance of red as the spontaneous choice of Dutch subjects can be explained by an interaction between prototypicality and pleasantness: Subjects tended to choose red when they rated it highly on both variables.