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Favourite and Least Favourite Colours Tell Different Stories: Testing the Ecological Valence Theory
Déborah Epicoco1,2, Christine Mohr1, Domicele Jonauskaite1
1Institute of Psychology, University of Lausanne, Switzerland.
Quarterly Journal of Experimental Psychology (2006)
|January 23, 2026
Summary
Color preferences are shaped by experiences, not random. The Ecological Valence Theory (EVT) explains this, finding favorite colors have more positive associations than least favorite ones.
Area of Science:
- Psychology
- Sensory Science
- Cognitive Science
Background:
- Color preferences are not random, with common patterns like liking blue and disliking yellow-brown.
- The Ecological Valence Theory (EVT) proposes color preferences stem from affective experiences with objects of similar colors.
- Previous EVT research used limited, pre-selected colors and similar methodologies.
Purpose of the Study:
- To test the core prediction of the Ecological Valence Theory (EVT) using an unrestricted color selection approach.
- To investigate the associations and reasons behind participants' favorite and least favorite colors.
- To explore potential asymmetries between favorite and least favorite color preferences.
Main Methods:
- 135 participants selected favorite and least favorite colors using a computerized color picker.
- Participants provided reasons for their color choices and listed free associations.
- Analysis focused on the nature and valence of associations for selected colors.
Main Results:
- Results supported the EVT's central prediction regarding color preferences.
- Favorite colors showed strong, consistent, object-based, and predominantly positive associations (90%).
- Least favorite colors exhibited more diverse responses with a notable proportion of positive associations (38%).
Conclusions:
- Color preferences are influenced by a wide range of factors, including abstract concepts and personal meanings.
- Significant asymmetries exist between the associations and reasons for favorite versus least favorite colors.
- The study validates the EVT while highlighting the complexity and nuanced nature of color preference formation.
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