Candidates and colors: an investigation

A study was undertaken to investigate the effect of color on the perception of politically relevant personality dimensions. Subjects in six college classes were shown political campaign posters printed with the same message in different color combinations. They were then asked to undertake personality ratings of the hypothetical candidate. A multivariate analysis of variance was performed to assess the effect. There were a number of significant findings. Over-all results suggest that color may play an important role within a political context.