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The universal and automatic association between brightness and positivity.

Eva Specker1, Helmut Leder1, Raphael Rosenberg2

  • 1Faculty of Psychology, Department of Basic Psychological Research and Research Methods, University of Vienna, Austria.

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|April 27, 2018
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Summary

Bright colors are linked to positive feelings, an automatic and universal effect. This study used the Implicit Association Test (IAT) to confirm brightness is associated with positivity across cultures.

Keywords:
BrightnessColorColor associationCross-cultural psychologyPositivity

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Area of Science:

  • Cognitive Psychology
  • Color Psychology
  • Cross-Cultural Psychology

Background:

  • The association between color brightness and emotional valence is often assumed to be automatic and universal.
  • Previous research has not definitively established the automatic and universal nature of this link.

Purpose of the Study:

  • To investigate the hypothesis that color brightness is automatically and universally associated with positivity.
  • To examine both implicit and explicit associations between brightness and positivity.
  • To test the cross-cultural universality of the brightness-positivity link.

Main Methods:

  • Utilized the Implicit Association Test (IAT) across three studies.
  • Employed color patches varying in brightness and achromatic stimuli.
  • Included measures of explicit association and cross-cultural comparisons (Japan vs. Austria).

Main Results:

  • Consistently confirmed the hypothesis that brightness is associated with positivity (p < .001, Cohen's D = 0.90–3.99).
  • Provided evidence for automatic associations between brightness and positivity.
  • Demonstrated that implicit associations were stronger than explicit associations.
  • Study 3 supported the universality of these effects across different cultures.

Conclusions:

  • Brightness is reliably associated with positivity.
  • These associations are largely automatic and appear to be universal.
  • The implicit link between brightness and positivity is more robust than the explicit one.